In the web-marketing world of real estate, attracting home buyers to your real estate website is only half the battle. The other half is getting them to register with your site or provide some form of personal contact information which then transforms that particular website visitor into an actual sales lead.
To accomplish this feat, real estate website owners need to engage readers, provide informative content, and offer some reason as to why home buyers should actually want to come back to your site when conducting their home search. And while this may sound simple enough, building out your real estate website to reach this point may require a lot of hard work, and yes—even some luck.
But one aspect of a real estate website that can often increase your registration conversion and get you more sales leads is now suddenly starting to pick up momentum again; and if you don’t yet have it attached to your website, you may be missing out on some big-time business. Content, ease of use, and a good user experience are all essential components of a real estate website if you hope to generate quality sales leads on a regular basis. But now more than ever, the thing home buyers most want when searching for their new home is simplicity and convenience. Being able to save home searches and sign-up to receive market news and listing updates are great features to include on your website, but users often don’t want the hassle of creating yet another website account. Let’s face it—in our increasingly digitized world, we already have enough user names and passwords to remember and many home buyers try to avoid the hassle of creating an account for what they hope will be [somewhat] temporary.
It’s because of this convenience factor that now incorporating social login on your real estate website is not just suggested by many web marketing professionals, but mandatory if you hope to increase your visitor-to-lead ratio. Being able to create an account and log-in to a site using credentials for a social media account home buyers likely already use daily can sometimes alleviate the initial dread or hesitation during the registration process because with social login, your username and password are already created and fresh in the minds of most internet users.
Some cutting edge real estate brokers such as Ted Guarnero with the See Chicago Real Estate Network are already ahead of the curve when it comes to social login and perhaps already seeing positive results. Recent statistics show that incorporating social login can actually increase your conversion by as much as 50%, with 77% of consumers and internet users preferring social login as opposed to creating a whole new account. So with statistics this compelling, social login is simply something that can no longer be ignored if you truly want a high-performance real estate website.
Do you have a social login feature on your real estate website? If so, let us know how it’s benefitting your lead conversion and helping your website compete in your local market!
Joe Heath is a graduate of Indiana University and also holds a Graduate Certificate in Real Estate Development from Drexel University. After working as a Market Research Associate at Hanley Wood Market Intelligence in Chicago, Joe now works as a Web Marketing Specialist and is a managing partner at Real Estate Web Creation, LLC.