How to Improve Conversion Rates on Property Listings (3 Effective Ways)
On any given day, there are only a handful of people looking for new properties to buy or rent in your city.
Which means every lead that lands on your property listing website is important.
Naturally, getting more of them to convert once they're on your website is easier than getting more people to it (unless you're increasing your marketing spend or efforts!).
Here's where conversion optimization helps. So let's see some of the top ways you can improve your conversion rate and generate more queries and deals for your property listings.
#1. Spot and address the optimization opportunities in your conversion funnel
A basic conversion funnel for a property listing website looks somewhat like this:
- Prospects land on your homepage or a landing page with links to the different listings
- They check out a few of the listings and continue their session on your website
- A select few send you a query
Conversion optimization is all about getting more and more people to reach the end of the funnel and complete their journey by sending you that query.
And so the first step to optimizing your real estate website for more conversions is to study your conversion funnel from the data lens. Website data analytics tools such as Google Analytics can help you with this.
The idea is to spot any weird patterns that might exist.
So for instance, you might study your Google Analytics data and find that the mobile traffic on the rentals listings page for a certain city abandons at an unreasonably high rate.
What could this tell you?
Maybe that your listings page doesn't render well on a mobile phone.
Or perhaps your mobile page loads slowly.
It could also be that your page's mobile version isn't optimized for a good user experience.
While it takes some processing to reach to the core of the anomalies you spot, but combing through your analytics data will point out most of the big LEAKS in your funnels. These are the issues you'd like to investigate and fix/optimize first. Here are 9 views in Google Analytics that will help you spot such conversion opportunities.
#2. Learn optimization insights from your users
While data analytics tools help you uncover a lot of the conversion issues on your website, they can't offer you any insights on the "non-quantifiable" factors that influence conversions. The only way to find these out is to talk to your users.
You could start by setting up a survey or feedback form on your individual listings pages and ask your users open-ended questions about what's stopping them from contacting you.
Likewise, you could also ask your recent customers about what made them buy or rent via you. If many people get back with the same response — for example, saying that your negotiations processes were transparent — then this might be something you'd want to highlight more prominently on your website.
You'll be surprised by how simple some of the suggestions would be to act upon. They won't even need a lot of validation.
When done right, you should be able to translate a lot of these insights into copy and design tweaks to make on your homepage or on your individual listings. For instance, the transparent negotiations benefit could translate to a great value proposition for your homepage. Or, a bad score on the "ease of use" feedback question could mean considering a design modification or maybe going with a newer, simpler layout.
For collecting such insights, add a survey to your website with a few of these eight questions:
Also, here are a few CRO tools that will help you collect such user insights.
#3. Offer personalized website experiences
If there's one conversion hack I'd put a circle around for a properties business, then it would be this: personalization.
In personalization, you take your web page and match it uncannily with the goals and motivations of the lead segment you target on it.
So, for instance, if you have an audience segment that is "noise aware" with people who are looking for quiet accommodations, then with the personalization you can offer them a website experience that stresses on how your listings are monitored for noise and are actually quiet.
Likewise, if you have an audience segment that has pets, then you could show them a personalized pet-friendly real estate listings browsing experience, highlighting how your listings are vetted for pet-friendliness.
As you can imagine, a website experience that appeals to a noise-aware segment won't appeal equally well to the pet-friendly group, and vice-versa.
This is exactly what personalization empowers you to do: make hyper-targeted offers to your key audience segments. Personalized web experiences convince your segments that you know what they need, and you've just that on offer.
For implementing personalization, first, identify the most profitable segments in your audience. Here's an exhaustive guide that will show you how to do so.
And then pick up a tool that lets you run your actual personalized experiences. You could try Convert for this. Convert lets you create multiple personalized web experiences to serve your key target segments and can also handle overlapping audiences.
Sure, setting up personalized experiences takes time and effort, but it can help you close more deals.
Wrapping it up …
Conversion optimization is complex. More so, in the business of properties, because the conversion cycle is a long and complicated one with multiple, multi-channel touchpoints.
But you can always get better conversions.
When you try the above tactics, make sure you only do so one by one. So, for example, add a value proposition and wait for a month to see if and how it improves your conversion rate. Likewise, launch a landing page (or make tweaks to an existing one) and wait to see the results for at least a month. This isn't the most scientific or sophisticated way, buy hey, you have to start somewhere!
Author: Disha Sharma
Disha is the content crafter at Convert. She's passionate about CRO, invested in learning more about marketing and committed to at least 2000 words of great writing, every day.
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