Estate Agents Guide to Lead Generation and Marketing

In today’s competitive property world, having a website is a vital part of estate agent marketing and one of the top ways to attract clients. Unfortunately, building a website isn’t enough. Even if you create a quality site that attracts thousands of visitors per month, you’ve only won half the battle.

Converting these visitors into clients is the final, and most important, step in the process. This is especially true if you’re paying for advertising and every click costs.

Every missed lead is a missed opportunity to make money. So how can you maximize lead conversion through your website?

Check out these helpful tips for turning visitors into clients through website marketing.

1. Offer Rent and Fee Calculators To Enhance Your Marketing

The last thing you want is for a landlord to visit your site only to leave and sign a contract with your competitor. You need to “wow” them with your expertise and connections. But how can you do that without collecting some personal information, first?

In order to get what you want, you need to give something in return. Who doesn’t love free stuff? Offering free rent and fee calculators on your website is a great way to convert leads.

While visitors don’t have to hand over money to use these tools, they do need to input their personal information which is even more valuable to you in the long-run.

One way to do this is by offering a free rent valuation tool. Landlords can enter a few details about themselves and their property and see how much rent they can charge. Once you have these details, you can work out a promising deal.

Rentround uses this same method. We provide landlords with the ability to compare letting agents and letting agent fees in the local area.

Landlords are asked to provide details about their property and some personal information. Once they do, the platform shows letting agent fees and ratings near the property.

Before you start collecting client information, be sure you’re compliant with data protection laws. Your privacy policy should state what you plan to use the information for.

2. Your Estate Agency’s Website Speed

In today’s high-paced world of instant gratification, the speed of your website could make or break your marketing and conversion efforts.

Ideally, your website will load in 1-2 seconds. And it better, because 53% of visitors admit they’ll leave a website if it doesn’t load within the first 3 seconds.

Even a one-second delay can leave to a 7% loss in conversions. So, how can you improve page speed? There are various ways to help boost your page’s loading time and not all of them are overly technical.

Here are a few basic ways to improve page speed.

  1. Avoid using massive images or complex tools that increase loading times.

  2. Check your server location. If your main traffic is coming from the UK, your website should be hosted as close as possible.

  3. Turn on caching so that certain elements of your website are stored in your visitor’s browser, increasing load times the next time they click on your page.

  4. Make sure your website is compatible with the most popular browsers including Chrome, Firefox, and Internet Explorer. When testing features and your website speed, be sure to do so across all platforms.

3. Carefully Design Your Homepage

Your homepage is the first thing visitors will see, so it needs to be impressive. But it’s not just about how your website looks. It’s also about what it says.

Try incorporating keywords your audience may want to see, for example “estate agent in south Manchester” or “cheap estate agent agent” naturally into your content and on your homepage.

If a property seller is looking for an affordable agent in the local area and sees the words, “lowest priced estate agent”, on your website, they’re more likely to click through and convert to a paying client.

You don’t need to offer the lowest estate agent fees to do this. You might be the best at selling properties the quickest, or maybe you achieve higher than the asking price 90% of the time. Whatever you’re advantage is, make sure you rave about it on your homepage

You can also apply this principle using Google Adwords. Different ad groups target different keywords. One group of ads might target the keyword “cheap estate agent fees” while another targets the phrase “estate agent”.

You’ll need to create different versions of your homepage to cater to each of these keywords. Then you can direct Google as to which page each ad should bring visitors to.

Once visitors land on the desired page, they’ll see the keywords they just searched for on Google. This is another helpful step in securing conversions since landlords view your website and services as exactly what they’re looking for.

4. Understand the Landlord & Seller Conversion Process

An important part of estate agent marketing is understanding the landlords’ point of view and the conversion process. Landlords & sellers are looking for quick, straightforward answers and information. They don’t want to fill out numerous fields of information (no one does!).

Things like their name, email address, and contact number are essential but don’t bore them with questions about the property type, number of bedrooms, rental income, and other details. You can gather this information over the phone.

Avoid personal, nonessential questions about things like their birthday and hair color! The faster it takes for visitors to convert the better for everyone.

Scrutinize every field of your website forms as if you were a potential lead filling them out. If you get tired of typing or frustrated answering tedious questions, leads will too! When in doubt, leave it out. You can always gather important information later on after you land the conversion!

5. Offer Clear Price Options

The only thing that leads care about more than how much rent they can collect from a property or how much a seller can get from a sale, is how much you’re going to charge to help them. Instead of offering a list of services for one set price, consider allotting certain prices for individual services.

Not all leads want the entire package and don’t want to pay for it either. Create a price table, that lists all of their services and their associated costs in a clear and easy readable manner.

This gives leads flexibility and the ability to customize their services. They also feel in control of what they’re paying for and won’t get frustrated paying for services they don’t need or use.

6. Offer Online Support To Leads

Falling in line with the public’s desire for instant gratification, the days of waiting on hold for hours are long gone.

Customers want fast support via email or a customer support function on your website and your estate agency marketing plans should factor this in.

Support or chatbots are one of the most popular ways to offer immediate support to prospective landlords & property sellers. They’re a fast and convenient way to provide responses based on a set of pre-programmed questions.

For example, if a landlord asks “how much are fully-managed services?”, the bot can access the answer in its database based on the words in the question. Then, they’ll generate the most suitable answer.

The best part is, they can respond within seconds which eliminates the need for lengthy phone calls, saving everyone time and money. If the bot can’t find a suitable answer, they’ll ask the landlord for their contact information so that someone can get back to them.

Bots sometimes disguise themselves as live agents but most leads know the truth!

Fast and convenient online support is just one way to improve the customer experience and convert more leads. Now, leads can get answers to their questions seconds after visiting your site. The better their experience, the more likely they are to convert.

Using chatbots also eliminates the need for staff members to be on-hand to answer questions. Now, they can spend their valuable time doing more important things like following up on leads and securing more properties.

7. Showcase Comparison Tables To Beat Rival Estate Agencies

The main reason leads might leave your estate agency website is to compare your prices to your competitors. Most sellers won’t settle on the first agent they find. Your goal is to have leads stay on your agency website and convert without leaving to research your rivals.

One way to keep them on your site is by including a comparison table. The best part of this estate agent marketing tip is that you control the content you display. Include statistics about your services and estate agent fees compared to your competitors. This way, leads never have to leave your site looking for more information.

Does this sound counterproductive? It is — sort of. Remember, you don’t have to show all of your fees. Instead, highlight those that put you in the best light possible.

Do you have the lowest tenant finder fees? Create a table that includes only these fees and shows how much cheaper yours are than your competitors.

Don’t include the areas where your competitors have better prices or offer more services. Remember, this is your chart and you can showcase whatever you want!

Compare things like the use of technology, industry awards, and ratings.

8. Estate Agent Website Design

Your estate agent website needs to be user-friendly and that starts with the layout and design. This can be tricky since an estate agent’s website needs to include a lot of information like services, fees, location, offers, affiliations, and more. Don’t let your conversion tools get lost in the shuffle.

Certain tactics like using prominent colors, capital or bolded letters, and larger fonts can all help prominently display your data capture tools and encourage landlords to fill in their details.

Take the Rentround homepage for example. They draw the landlord’s attention in with a border around our postcode entry bar. The call to action (CTA) button is in capitals and the font is a different color than the rest of the site. The button also states what will happen when it’s pressed. Instead of saying, “SEARCH”, it says, “COMPARE AGENTS” letting landlords know exactly what to expect.

These simple changes increased their conversions by 7.6%! Small adjustments can help highlight the areas of your site that you want leads to focus on most.

9. Improve Agency Credibility

Credibility goes a long way. The more credible your site looks, the more likely leads will trust you and convert. You can showcase your credibility in a few ways.

For starters, list any affiliations and awards on your homepage. You can also share high ratings and reviews.

Many agent websites add links to their deposit schemes and Property Ombudsmans. It’s also a good idea to detail your compliance with regulations including GDPR.

Be sure to let leads know if your agency has been featured in any popular property portals or major news outlets.

You want your website to give a great first impression. This adds to your credibility and can help convert more leads.

A website with bugs and slow loading pages doesn’t quite scream “professional”. If you don’t put time and effort into maintaining your website, what does that say about how you run your business overall? Maintaining a well-functioning and attractive website improves visitors’ perception of you and your services, leading to more conversions.


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