Whether you’ve just published an online listing or invested in a property website, make sure you’re doing everything you can to get the most impact for your efforts. Having an effective property website can lead to more engaged visitors, which can lead to more prospects who can translate into more sales.
It’s true: the quality of your property’s online presence can affect your entire sales funnel. So before you go live, make sure your property website doesn’t stink. Here are eight problems worth fixing:
1. Low-quality images
Perhaps the single most important component of a property website is the quality of the photos. Nothing sends potential clients away faster than ugly images.
In 2016, there is absolutely no excuse not to have attractive photos for your property.
Make sure you invest in high-quality, professional HD photos for both exteriors and interiors. First impressions count, and they can have a massive impact on your ability to engage and generate warm prospects.
2. Thin content
Take time to explain everything that makes your property unique. A few lines of generic text will not cut it.
Dig in.
Explain the key highlights and features of the property, building amenities, access to transportation, local amenities (restaurants, retail, hotels, etc.), nearby neighbors (other businesses) and anything else that will make the property stand out.
Check your grammar. Check your spelling — and keep it short and sharp.
[Tweet “Check your grammar. Check your spelling — and keep it short and sharp.”]
3. Poor readability
A critical design feature that can detract users’ attention is font selection. The use of font type, style and spacing impact how easily your potential clients can read the information on the site.
Don’t get too fancy here. Make sure your website uses appropriate heading and paragraph fonts that are easy to scan and read, both for young and older visitors.
4. No floor plans
After property photos, floor plans are the most crucial feature of your property website for helping generate interest.
Not only do floor plans entice your visitors to engage further with your website, but they can also save you a lot of time by reducing low-quality leads.
How?
Because the more access to information you give to potential clients, the greater the probability of minimizing the tire-kickers that contact you.
If someone found your website, read about the property, downloaded a floor plan and then decides to contact you — chances are you have a fairly serious buyer.
5. Bad mobile experience
This goes without saying: make sure your website works perfectly on all devices.
[Tweet “This goes without saying: make sure your website works perfectly on all devices.”]
Smartphones are the first thing many people look at when they wake up in the morning and the last thing they look at before going to bed.
If your website is still not responsive, you’re surely hurting your business. Responsive websites can reduce bounce rates, improve SEO and provide for an overall better user experience to increase your chances of getting an inquiry.
6. Cross-browser issues
Something agents often overlook is how well your website performs on all browsers. Just because it looks and functions great on Google Chrome does not necessarily mean it’s the same on other browsers (especially Internet Explorer).
Don’t take your Web developer’s work for granted. Test it yourself, and make sure your website is tight.
Tools such as BrowserStack and Browsershots can show you what your site looks like on different browsers.
7. Slow loading
Pages that load slowly result in an increase in page abandonment and can also be detrimental to your website and your business.
Don’t expect your clients to have patience when searching for properties. According to Kissmetrics, nearly half of Web users expect a site to load in under two seconds and abandon if the page has not loaded after three seconds.
Identify what’s making your pages load slowly and what you can do to make them faster.
8. No contact form
Always use a contact form on your website. This part is so important that I will repeat: always use a contact form on your website.
[Tweet “Always use a contact form on your website.”]
Why?
Contact forms are noticeable. They allow you to get the information you want and track the leads you generate — plus they don’t reveal your email address (which reduces spam).
Also, not everyone has set up a default email client so relying on a “mailto” email link can create unpredictable results when a user clicks on your email.
Now that you know my eight warning signs of a bad property website, go forth and build yourself a stellar system or double-check the ones you have.
Bob Samii is the founder of SharpLaunch. Follow SharpLaunch on Twitter or connect on LinkedIn.
