The Number 1 Thing You Can Do to Convert More Prospects to Clients
In the competitive world of commercial real estate, standing out from the crowd is essential and easier than ever. With less than 0.01% of commercial real estate agents having their own website, leveraging this tool can be a game-changer. The number one thing you can do to convert more prospects into clients is to tell as many people as possible to visit your website. Here’s why and how you can maximize its impact.
Why Your Website Matters
1. Differentiate Yourself: Having a personal website sets you apart from the majority of agents. It’s a unique platform where you can showcase your expertise, services, and success stories. When prospects see that you have invested in a professional website, it demonstrates your commitment and professionalism.
2. Build Credibility and Authority: Your website is a testament to your knowledge and experience. By regularly updating it with relevant content, such as blog posts, case studies, and market insights, you establish yourself as a thought leader in your field. This builds trust with potential clients.
3. Enhance Top-of-Mind Awareness: A website keeps you visible to your prospects. When they visit your site, they are reminded of your services and expertise. This is particularly effective when combined with other touchpoints, such as follow-up emails or social media interactions.
4. Retargeting Ads: Having a website allows you to use retargeting ads effectively. Services like AdRoll make it easy to display ads to visitors who have previously visited your website, keeping you top-of-mind and increasing the chances of conversion.
How to Drive Traffic to Your Website
A powerful and effective way to drive traffic to your website is to incorporate a compelling call-to-action in all your communications. For instance, you might say:
“By the way, I know you have many options when it comes to choosing a commercial real estate agent. If you would like to learn more about who I am, what I do, and how I do it, please visit my personal website at [your link].”
This line is powerful because it acknowledges the prospect’s choices, provides a clear reason to visit your site, and reinforces your professionalism and expertise. PUT THIS LINE EVERYWHERE YOU CAN!
1. Follow Up Cold Calls with an Email: After a cold call, send a follow-up email with the above call-to-action to your website just above your email signature. This provides the prospect with an opportunity to learn more about you at their convenience.
2. Include a Call-to-Action in Online Profiles: Update your profiles on LinkedIn, real estate directories, and other professional platforms to include a link to your website. Enhance this by adding the call-to-action at the end of your professional bios.
3. Add It to Email Signatures: Ensure your email signature contains a link to your website and below your signature a link to your online booking page. This is a subtle yet effective way to drive traffic to your site every time you send an email. It’s a constant reminder to your contacts of where they can find more information about you.
4. Use It in Property Enquiries: When responding to property enquiries, include a your new call-to-action in your response just like after a cold call. Prospects interested in a particular property will appreciate the additional resource, and it’s another opportunity to showcase your expertise.
5. Share on Social Media: Regularly share updates, blog posts, and property listings from your website on social media platforms. This not only drives traffic to your site but also keeps your audience engaged with valuable content.
6. Use It In Cold Emails: Cold emails are a great way to reach new prospects and by encouraging prospects to visit your website (when other agents don’t even have one) with your new call-to-action increases your conversion rates.
Additional Tips for Maximizing Your Website’s Impact
1. Optimize for SEO: Ensure your website is SEO optimized so it ranks well in search engine results. Use relevant keywords related to commercial real estate and your specific market. This increases the likelihood of prospects finding your site organically.
2. Include Testimonials and Case Studies: Showcase testimonials from satisfied clients and detailed case studies of successful transactions. This adds social proof and demonstrates your ability to deliver results.
3. Regularly Update Content: Keep your website fresh and relevant by regularly adding new content. This could be in the form of blog posts, market reports, or news updates. Fresh content not only attracts repeat visitors but also boosts your SEO efforts.
4. Offer Valuable Resources: Provide downloadable resources such as market guides, investment tips, or property checklists. This positions you as a helpful expert and gives visitors a reason to return to your site.
Conclusion
In an industry where so few agents leverage the power of a personal website, telling people to visit your site can significantly boost your prospect-to-client conversion rate. It’s a simple yet effective way to differentiate yourself, build credibility, and stay top-of-mind. By following up cold calls with an email link, updating online profiles with a strong call-to-action, including your site in email signatures, and sharing on social media, you can drive traffic to your website and convert more prospects into loyal clients.
About the Author: Jason Blackburn
