Plenty of Leads but Not Enough Conversions? 3 Things You're Doing Wrong

Wednesday, May 17, 2017

In real estate, oftentimes the most difficult part of converting leads has nothing to do with generating the leads themselves, and everything to do with translating those leads into actual sales. You already know how important it is to maintain a consistent lead flow, but unless you’re paying attention to the percentage of home buyers and sellers who are actually converting, your lead generation tactics are happening in vain. Leave it to Commissions Inc. (CINC) to help you look beyond your lead generation activities to develop a truly strategic approach to transforming your leads into sales.

When it comes to online leads, you already know that speed to lead is the most critical conversion factor: Once a lead has registered, you should aim to call your leads within the first 5 minutes of him/her registering to increase your likelihood that he/she will convert. Beyond that, there are a few simple steps that you can take to increase the likelihood that home seekers visiting your website will actually convert.

3 Simple Ways to Increase Your Conversion Rates

1. Utilize Social Media & Social Logins

If you haven’t already noticed, we’re living through an era in which societal expectations call for instant gratification. With companies like Amazon making anything and everything immediately accessible with just a few swipes of your finger, it’s not surprising that home buyers and sellers expect the same level of instant gratification and convenience throughout their process of buying and/or selling a home. Unfortunately that means that requiring individuals to fill out a form on your website has the potential to scare them away. One way to overcome this obstacle and encourage more people to convert is by allowing them to utilize their existing social media account information to register on your website. Doing so will satisfy that need for instant gratification by having the lead’s information auto populate in your form thereby saving them the trouble of having to fill in the information manually.

And let’s face it, you’re already using social media to run your business since it is such a rich platform for engaging with leads, so why not take advantage of the fact that users are already active on these platforms to make the overall form-submission/ conversion process more efficient and more enjoyable for all?

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2. Narrow your Focus

At the end of the day, if you’re finding yourself drowning in a sea of leads and lacking the necessary resources to follow up with your leads properly, it might be time to narrow your focus. Start by setting more specific parameters around your lead generation activities and your advertising spend. Casting too wide of a net can easily negatively impact your conversion rate. Instead, narrow your targeting to focus on getting the highest quality leads possible. For existing leads, if you're using a real estate technology platform like CINC, it's very easy to measure your prospects’ levels of engagement and interest through the CRM. Prioritize reaching out to leads that are the most active and ultimately much closer to actually converting.

3. Optimize your Landing Page

Finally make sure you’re paying proper attention to the drop off point and the drop off rate of your leads. If you’re getting a great deal of traffic to your website, but failing to get them to convert, then the problem either lies in your ad copy or in the quality of the content on the website to which you’re directing them. It may be time to explore a conversion rate optimization (CRO) process. A poorly designed website can impact your conversion in a big way, and given that attention spans are short and people expect instant gratification, it’s critical that your landing page delivers upon what was promised in your ads. Upon arriving to your website, people are quick to judge, so make sure that the design and flow of your website delivers on what was promised.


There are a number of tools out there that claim to positively impact website conversion rates, but it’s important to explore the advantages of each prior to making the investment.

Do you know how to improve your lead generation in the new 2017 competitive landscape? 

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