How to build an online presence that converts

Over our last few blog posts, we’ve had a solid crack at taming the beast that is effective online marketing for real estate agents. From getting personal yet professional with our smartphone cameras’, right through to looking at the five free online tools that your business NEEDS, we’ve made headway into creating a fierce social media presence.

However- and it’s a big, however- there’s a major difference between establishing an online presence AND creating one that actually converts.

The real frustration comes from the fact that there isn’t a straight answer to how to create one either. We’re sorry, but it’s the truth.

An online presence that converts depends on so many moving parts and requires time, tweaking and a hell of a lot of analysis.

The positive thing is that there are a few critical steps you can take to build a presence that sweeps the real estate floor- and brings you the spiciest leads. A lot of them may sound obvious and simple- but they are non-negotiables, and could be the missing link holding you back from achieving growth.

Run a fine-tooth comb through your existing online presence

It isn’t sexy in the slightest but the very first step in building an online presence that converts is to take inventory of everywhere you exist online. And examine it as if your business depends on it - it does.

Most savvy real estate agents will have a combination of a website presence and social media profiles with some trimmings such as Google My Business, third party mentions and maybe some PR. Before starting any new online activities: this is what you want to look for:

• What comes up when you search your name & business? Is there any outdated contact information? Old websites or landing pages that don’t represent you as a professional? Are you easy to find and is it clear what services you offer?

• Your website and/or a website you're listed on. Check to see that all pages contain up to date information and can be used on desktop and mobile devices. Are there any spelling errors? Does your website presence represent the image you want to portray as a professional agent? Are there any loading issues or broken links? How easy is your website to navigate?
• Does your entire online presence link seamlessly together? Any social media profiles you have should be displayed on your website and vice versa. If any potential client wants to know more information about any platform they are on, it should be seamless and obvious.

Crystal clear CTA’s = Conversion

This, in our view, is THE most important step. You may have tens of thousands of social media followers and a constant stream of website visitors but if there isn’t a user-friendly way to collect contact information- you are missing out on the opportunity to convert your traffic and followers.

Wrote an awesome blog on Linkedin or your website? Have a clear link to subscribe to your database. Posted on Facebook about a happy client? Invite them to check out the other testimonials on your website.

The key here is to utilise every opportunity to strengthen your brand and encourage people to subscribe, contact you or visit your website. However, this MUST be done organically and authentically- and not as a disguised sales pitch. It can be as simple as:

“If you liked this article - check out our property blog here” or

“ Want to be the first to know about changes in Australia’s property market? Subscribe to our newsletter. The focus should always be on being helpful, honest and true to your brand- whilst maximising the opportunities that come up when you post on different platforms.

Stop focusing on vanity metrics.

Facebook & Instagram are particularly guilty of promoting the importance of the number of likes, comments and followers; but the reality is that these ‘vanity metrics’ don’t equate to conversion.

It’s possible to grow your audience quickly by creating clickbait content with mass appeal, and the likes of giveaways, competitions and collabs but they are unlikely to be in your target demographic nor actively engage with your content going forward.

You are MUCH better off having slow, steady growth that results from these kinds of social media strategies and a smaller but highly engaged audience.

Any deviation from your brand for the sole purpose of engagement ‘numbers’ creates a hell of a lot of issues in the long run - and it effectively works against the grunt work and valuable content you’ve already shared. 
Although a lot of these steps may seem straightforward, having brand clarity, consistency across all online platforms and clear CTA’s and linking build a rock-solid foundation for creating a commanding online footprint that will set you apart from your competitors

In Part 2 we will explore the types of content that result in higher conversions as well as a whole host of other ideas and strategies that you can use to convert potential leads as well as strengthen your brand as a whole.