Is Lead Conversion Optimization More Important Than SEO?
We all know the importance of Search Engine Optimization and the positive impact it can have on your business (and by all I mean less than 20% of Realtors). Have you stopped to consider what your LCO or Lead Conversion Optimization strategy is or should be?
Darin Persinger of Productivity Junkies and a fellow presenter this week in Seattle at the Inman News Agent Reboot Tour has some great insight into this topic. Darin told me about a real estate client that was thrilled with his 20,000 visits per month, almost a quarter million a year, but if you are closing 100 deals with that volume of traffic your Lead Conversion rate is in reality only .0004% which actually kinda stinks.
Darin shared with us in the video above 3 simple things to think about within each page or post on your website or blog that will spike that number quickly and thus improve your LCO. As Darn put it, “Would you rather have an open house with lots of traffic that led to no new appointments or an open house with 3 visitors that all turned into legit prospects or deals?”. The sooner you take this approach with your website the sooner you will see more clicks becoming more closings!
Thanks to Darin and the Productivity Junkies family for sharing some knowledge over here at Tech Savvy Agent and if you are in the Seattle area and would like to see Darin and myself present be sure to attend Agent Reboot!
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Darin knows I rarely comment on video posts, but I actually did watch all 4+ minutes this time
I think you started to get at something that I have been struggling with recently. I think one of the huge weak points in our industry is landing pages.
We have had debates over single property sites versus single property pages from an SEO perspective, but we haven’t figured out what to do with the visitor once they visit us. For years I thought that organic search results were THE answer and PPC ads were for fools. Now I realize I didn’t even know what the real question was supposed to be.
I have a lot of success with lead generation and online marketing has treated my business well over the years. The next challenge is how to have more control over that business. Can you optimize a property page to increase the number of showings the house receives? If so, then you should be able to buy enough traffic to increase showings which will then lead to a sale.
So here’s my question, which I’m sure will be a great post for someone. (Maybe Oli at Unbounce?) Who has the best landing pages in the industry? What makes them perform so well?
Geordie – thanks
FYI – if you did a video I’d watch it. It would be interesting to see some of the best of the best conversion ratios, but I think it all comes down to testing on your own website.
A website that I’m obsessed with and will be sharing at Reboot is http://whichtestwon.com
They do A/B split case studies there and its amazing how a few small changes can increase conversion.
To run your own A/B split test on a landing page I recommend http://www.google.com/websiteoptimizer
Great advice! I’m going to give it a try!
Saw your license plate! Are you from Wisconsin?
Very helpful post. I am fairly new at this whole thing and have been cruising Facebook business pages and Twitter Hashtags for ideas. Sadly, most pages are just trying to push properties on you and give out no useful information or generate any discussion about how we can all do this better and gget these properties of the market an help the economy.
A visitor isnt always a buyer or seller lead, so the following isnt exactly a fair statement:
“Darin told me about a real estate client that was thrilled with his 20,000 visits per month, almost a quarter million a year, but if you are closing 100 deals with that volume of traffic your Lead Conversion rate is in reality only .0004% which actually kinda stinks.”