Websites on the Internet have an average conversion rate of two percent. What does that mean? It means that 98 percent of website visitors are not doing what you want them to do – like filling out a form on your website to learn more about your property management services.
It’s up to you, to grow your property management business, to make sure visitors can quickly find the information that matters to them so they choose your company over your competitors. At Fourandhalf, we’ve worked on hundreds of high-converting property management landing pages and we’re excited to share the 5 details you need to have on your website to convert more visitors today.
What Do You Do and Why You’re Special
People searching for property management services can still end up on the wrong page. It seems obvious, but make it easy for people to see exactly what you do (property management) and where you service (whatever city of market you’re in). This is as simple as displaying at the very top of your home page: “[Area you service] Property Management.”
Next, you need to demonstrate what makes you special. The best way to do this is by addressing the pain point that matters the most to your clients. Ask yourself, “What’s my customer’s morning thought?” As this will help you pinpoint your customer’s biggest headache when it comes to property management.
Once you are able to identify the issue, you’ll be able to position yourself as the company that solves that problem. This can be as simple as a tagline:
Case Study #1: Tough Time Placing Tenants
Gulf Coast Property Management learns after speaking with new prospects that the main challenge for Bradenton landlords is placing a tenant.
Notable Quote: I’m not able to find a qualified tenant to my rental property.
The Solution: Mention the average amount of time it takes for you to rent out a property.
Case Study #2: Burned By Bad Service
Hampton & Hampton learned that many of their clients are coming to them after a bad experience with other property management companies.
Notable Quote: I can’t seem to find a good, professional property management company.
Solution: Mention your experience and the accreditations that you have achieved.
Chances are, this copy is already on your website! Don’t hide the juicy stuff that can really draw your visitors in. If you are able to connect your clients’ pain points to your solutions, then you will be the company that gets the phone calls.
What You Offer
Can visitors quickly understand what you offer? Show them how they can engage with your services so they not only know what you do, but how it will benefit them. Real Estate Connections does a great job in showing what they offer to landlords and owners.
Why Are You Trustworthy?
Give your visitors’ confidence that you are qualified to help them! Validate your work by including testimonials and reviews that you have generated on the internet. This will give visitors peace of mind that you’re a company people like to work with. Reference the associations you’re active in. When you’re affiliated with professional organizations, you’re demonstrating that this is your passion and your focus, and you’re dedicating your life to being a better property manager rather than someone that is just chasing a quick buck.
Independence Realty does a great job in letting their customers speak for themselves. Their use of Fourandhalf’s Managed Reputation widget has translated into new business for Independence Realty by allowing them to showcase their best reviews. Show your reviews, affiliations, and credentials, it will go a long way in getting that owner phone call.
What Do You Want Them To Do?
This is an area people tend to forget. You only have a limited amount of time with your website visitors. You are taking them on a journey, so remember to tell them what you want them to do. It is as simple as asking them to book a free consultation. You want visitors to provide their information, and you need to make it easy for them to do so. You can’t have visitors getting so far into your page and then not knowing what to do.
Bonus-Tip: What Can They Do If They Are Not Ready to Buy?
Not every landlord on your site is ready to buy; they may be visiting sites for research. So, you want to give that landlord a reason to visit your site again. This is why creating blogs and articles is so valuable. Blogs giving your best advice in handling rental property in the area gives landlords a reason to visit your site. If you want to get advanced, include free downloadable materials, such as a free e-book or a free rental analysis from sites like Rentometer or RentRange so that you can stay in touch with them when they are ready to buy property management services.
Your website is useless if it’s frustrating to navigate. Make sure your visitors can find what they need immediately, and give them a good reason to contact you. If you have any questions on how your website can help you grow your property management business, please contact us at Fourandhalf.