🏡 The Real Estate Marketing Update - Edition 33

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Welcome back.

In this edition, you’ll learn how to quickly generate more website leads with very small changes to your website, our favorite tool to turn your boring presentation decks into memorable videos, and why one big name CEO is predicting that Zillow will become the nation’s MLS.

If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.

Or, if you’re caught up, let’s jump right in.

Ready for some actionable insights in store for you in this edition… 

• One actionable tip that can immediately boost your lead generation

• One handy tool that can simplify your tech stack management

• One essential news story

…and become at least 1% better at generating the right type of leads.

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Generate More Leads by Getting Site Visitors to Your Top Converting Content

Your website is more than just a digital business card—it's a lead generation tool. But are your most effective pages getting the visibility they deserve? Let's dive into how you can identify your top-performing content and make it work harder for your business.

Why Content Placement Matters in Real Estate

Think of your website like an open house: you want to guide visitors to the most impressive features that will convince them to take action. Just as you wouldn't hide a stunning kitchen behind closed doors, you shouldn't bury your most effective content deep in your website.

Step 1: Finding Your Converting Champions

Using Google Analytics to Track Conversions

First, let's identify which pages are actually turning visitors into leads:

1. Set Up Conversion Goals (aka Key Events in GA4)

   • Form submissions (contact forms, listing inquiries)

   • Property showing requests

   • Market report downloads

   • Newsletter signups

   • Home valuation tool usage

2. Access Your Conversion Data

   • Open Google Analytics

   • Navigate to Behavior > Site Content > All Pages

   • Add a secondary dimension for Goal Completions

   • Sort by conversion rate

Using Google Search Console for Search Performance

Complement your Analytics data with search insights:

1. Open Google Search Console

2. Go to Performance > Pages

3. Look for pages with:

   • High click-through rates

   • Strong search impressions

   • Good average position

Step 2: Analyzing Your Top Performers

Common high-converting pages for real estate websites often include:

1. Property-Related Content

   • Neighborhood guides

   • Market reports

   • Home buying/selling guides

   • Property search tools

2. Educational Resources

   • First-time buyer guides

   • Investment property calculators

   • Local market analyses

   • School district information

3. Tools and Resources

   • Home valuation tools

   • Mortgage calculators

   • Moving cost estimators

   • Property comparison tools

Step 3: Strategic Content Placement

Once you've identified your top performers, place them in these high-visibility areas:

1. Main Navigation

• Add direct links to top-converting tools

• Create dedicated menu items for popular guides

• Feature neighborhood-specific content

Example Navigation Structure:

Home

Properties
- Search Homes
- Featured Listings

Resources
- Market Reports [Top Converter]
- Neighborhood Guides [Top Converter]
- Home Value Calculator [Top Converter]

About
- Our Team
- Why Buy with Us? [Top Converter]
- Why Sell with Us? [Top Converter]

Contact

2. Homepage Features

• Add prominent calls-to-action

• Feature latest market reports

• Showcase neighborhood guides

• Display property search tools

3. Sidebar Elements

• Featured content widgets

• Popular resources list

• Quick access to tools

• Lead capture forms

4. Footer Resources

• Organized resource links

• Popular content sections

• Tools and calculators

• Market reports

Step 4: Optimization Strategies

1. Clear Path to Conversion

• Reduce clicks to reach important pages

• Use clear, action-oriented language

• Maintain consistent navigation patterns

• Implement breadcrumb navigation

2. Mobile Optimization

• Ensure mobile-friendly navigation

• Use prominent mobile CTAs

• Implement touch-friendly buttons

• Optimize load times

3. Internal Linking

• Link between related content

• Reference top resources in blog posts

• Create content clusters

• Use descriptive anchor text

Step 5: Monitoring and Adjusting

Create a monthly review process:

1. Track Key Metrics

   • Conversion rates by page

   • Time to conversion

   • Navigation paths

   • Mobile vs. desktop performance

2. Analyze User Behavior

   • Heat mapping

   • Scroll depth

   • Click patterns

   • Exit pages

3. Make Data-Driven Adjustments

   • Update content placement

   • Refine calls-to-action

   • Optimize user paths

   • Test new layouts

Implementation Checklist

✓ Analytics Setup

• Configure Google Analytics goals

• Set up Google Search Console

• Install heat mapping tools

• Define conversion events

✓ Content Audit

• Identify top converting pages

• Analyze user paths

• Review mobile performance

• Check load times

✓ Website Updates

• Restructure navigation

• Update homepage layout

• Optimize sidebar content

• Enhance footer resources

✓ Testing Plan

• A/B test placements

• Monitor conversion changes

• Track user feedback

• Document improvements

Real-World Example

Let's say your neighborhood guides consistently convert at 15% compared to a site average of 3%. Here's how to optimize their placement:

1. Navigation: Add "Popular Neighborhoods" to main menu

2. Homepage: Feature latest neighborhood guides

3. Sidebar: Add "Top Neighborhoods" widget

4. Related Content: Link from property listings

5. Footer: Include in "Popular Resources"

Best Practices for Your Real Estate Website

1. Keep It Fresh

   • Update market reports monthly

   • Refresh neighborhood guides quarterly

   • Add new properties regularly

   • Update testimonials

2. Focus on Local

   • Highlight local market expertise

   • Feature neighborhood-specific content

   • Include local statistics

   • Showcase local knowledge

3. Prioritize User Experience

   • Clear navigation paths

   • Fast load times

   • Mobile-friendly design

   • Easy contact options

Maximizing Your Digital Real Estate

Your website's most valuable real estate is above the fold and in your main navigation. By strategically placing your top-converting content in these prime locations, you're making it easier for potential clients to find the information they need—and more importantly, take action.

Remember: The goal isn't just to get traffic; it's to convert that traffic into leads. By following this guide, you'll ensure your most effective content gets the visibility it deserves, helping you generate more leads and grow your real estate business.

Start with one page at a time, measure the results, and adjust as needed. Your website can become your most effective sales tool—it just needs the right content in the right places.

Do you know what your top converting content is? Is it easy to get to on your website?

Follow the steps above if you can’t answer ‘yes’ to both of these questions. And, as always, if you get stuck then don’t be shy…reach out for help!

How This Tool Can Benefit Real Estate Agents

Realtors often rely on decks and presentations to showcase market data, pitch their services, or explain the buying process. While functional, these formats can fall flat in engaging potential clients. Google Vids breathes life into your content by transforming it into dynamic videos that grab attention and keep your audience engaged.

For example, you can:

• Turn a market report into a visual explainer video, complete with animations that highlight key data points.

• Transform a listing presentation into a sleek property showcase video that clients can share with their friends and family.

• Convert a buyer’s guide into an interactive video walkthrough, explaining each step of the home-buying process.

How to Use Google Vids for Maximum Impact

Revamp Your Listing Presentations

Instead of sending static PDFs, use Google Vids to create a video presentation that walks clients through your unique selling strategy. Add animated charts showing your track record, highlight testimonials, and include a CTA for clients to book a meeting with you.

Engage on Social Media

Repurpose presentations into short, engaging videos for platforms like Instagram or TikTok. For example, transform “5 Reasons to Buy in [Neighborhood]” into a video that grabs attention with visuals, captions, and a compelling voiceover.

Make Market Reports Memorable

Use Google Vids to turn dense market data into bite-sized, visually engaging explainer videos that help clients understand trends and see your value as an expert.

Ready to turn your static content into attention-grabbing videos?

Try Google Vids and see how easily you can create content that wows clients, wins leads, and grows your business. We’re confident you’ll love what this tool can do for your real estate marketing.

Will Zillow Become the Nation’s MLS? Compass’ CEO Thinks So

During a recent discussion at the National Association of Realtors (NAR) annual conference, Compass CEO Robert Reffkin predicted that Zillow, valued at $17 billion, is poised to become the primary Multiple Listing Service (MLS) platform. This assertion arises amidst ongoing debates concerning the National Association of Realtors’ (NAR) Clear Cooperation Policy, which mandates that listings be added to the MLS within one business day of public advertisement. Reffkin’s perspective suggests a potential shift in how property listings are managed and accessed, with Zillow potentially centralizing this information.

Implications for Real Estate Agents

If Zillow transitions into the role of the primary MLS, real estate agents may experience significant changes in their operations:

Listing Management: Agents might need to adapt to Zillow’s platform for listing properties, which could involve learning new systems and processes.

Market Competition: With Zillow potentially centralizing listings, agents may face increased competition as property information becomes more accessible to a broader audience.

Client Interaction: Clients may turn to Zillow for property searches, necessitating that agents maintain a strong presence on the platform to engage effectively with potential buyers and sellers.

Actionable Strategies for Agents

To navigate this evolving landscape and leverage it for lead generation, agents can consider the following approaches:

Enhance Zillow Profiles: Ensure that your Zillow profile is comprehensive and up-to-date. Encourage satisfied clients to leave positive reviews, as a strong profile can attract more leads.

Utilize Zillow’s Advertising Tools: Invest in Zillow’s advertising options to increase visibility. Targeted ads can help showcase your listings to a wider audience, potentially leading to more inquiries.

Stay Informed on Policy Changes: Keep abreast of developments related to the Clear Cooperation Policy and Zillow’s role in the MLS landscape. Understanding these changes will allow you to adjust your strategies accordingly.

Diversify Marketing Channels: While Zillow may become a central platform, continue to utilize other marketing channels, such as social media, email campaigns, and local networking, to reach a diverse client base.

By proactively adapting to these industry shifts, real estate agents can position themselves to thrive in a changing market environment.

What’s your prediction: will Zillow become our first national MLS?

We’re curious if you think Zillow will pull this off. And, if so, how you plan to adjust your business and marketing strategy. Let us know!

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA