9 Tips For Converting Leads Through Your Letting Agent Website
Getting landlords to visit your site is one thing, but getting landlords to contact you or leave you their details is another. Landlords leaving your site without future contact possibilities is an opportunity loss. Converting leads through your letting agent website is even more important if you’re paying for Google Ads to generate traffic. Each click on your site that doesn’t convert, is money down the drain.
So what do you do to ensure your site has the highest conversion rate possible? Below are some thoughts that we’ll jump into in more detail.
- Rent & agent fee calculators
- Your letting agency website speed
- Words you use on your homepage
- The landlord conversion process
- Price options you offer landlords
- Online support
- Comparison tables
- Layout of your letting agent website
- Improving your letting agents credibility
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1. Rent & fee calculators on your website
If a landlord is 50/50 about using your agency to rent out their property, you need to use your expertise to entice them to use your services. Once you have their details, you’re able to make follow up phone calls & send sales emails to improve the chances of conversion.
The last thing you want is for a potential lead to jump off your site and consider another letting agent.
However most people are very wary of who they give their personal information to, so what’s a good way to get their information?
A popular way is to offer a free tool or calculator, where the landlord can only see the results if they provide their personal details.
Many letting agents do this on their website by providing a rent valuation tool. The landlord enters some details about themselves & their property. They’re then able to see how much they can rent their property out for.
The personal details can then be used by the letting agent to see if a deal can be made.
On Rentround, we use a similar philosophy. We provide landlords the ability to compare letting agents in their area.
Landlords are asked to provide details of their property and as a final step, their personal details.
The platform then shows landlords letting agent fees & ratings near their property.
As we’ve captured their personal information, we then send this data to a select number of letting agents that have subscribed to our service. The objective being that one of the letting agents secure a deal to manage the landlords property.
2. Your letting agent website speed
We all hate sites that are slow to load.
According to 2018 research by Google, 53% of mobile users leave a site that takes longer than three seconds to load.
A one-second delay in page load time yields:
- 11% fewer page views
- 16% decrease in customer satisfaction
- 7% loss in conversions
So if you’ve managed to get traffic onto your site, be sure you’re not losing visitors because of your page speed.
But if your page speed is slow, how can you improve it?
Well there are multiple ways, some are extremely techy & some are easy to follow… We’ll talk about the easy to follow ones 🙂
- Image files: Be sure to avoid any massive images or complex tools on your site. These increase loading times.
- Your server location: If your main traffic is based in the U.K, then you should ensure your website is hosted as close as possible
- Ensure caching is switched on: With browser caching enabled, the elements of a webpage are stored in your visitors’ browser so the next time they visit your site,
- Browser compatibility: Is your site compatible with the most popular browsers, Internet Explorer, Chrome & Firefox. Testing features & speed of your site should be done across all the popular browsers.
3. Words you use on your homepage
The words displayed on your homepage plays a huge part in gaining conversions. It’s not always as simple as having the words: “The Best Letting Agent” all over your site.
The traffic to your site will come from various types of Google searches. Some will be searching “Letting agent fees” while others will be searching for “Cheap Letting Agent In Manchester”.
So taking the latter example, if a user is searching for “Cheap Letting Agent In Manchester”, imagine their delight when they click on your site and see “The cheapest letting agent across the whole of Manchester” on your site!
By linking what people are searching for and the words on your homepage, it helps aid conversions.
Setting this up on paid adverts is quite simple if you know the basics of Google adwords.
You set up different ad groups to target different keywords. So you’ll have one ad group for maybe the keywords “Letting agent” and another for the words “cheap letting agent”.
You then different versions of your homepage, catering to each of the above mentioned keywords.
Then, you instruct Google which page users should go to, when they click on each separate ad.
What you’ll then have is your traffic seeing the same words on your homepage, that they just searched for on Google. This goes a long way to securing conversions as landlords see your agent site as exactly what they’re looking for.
4. The landlord conversion process
Landlords (and everyone else) don’t want to be hanging around filling in numerous fields with information.
Your landlord forms to capture personal details should ideally be quick & straight to the point.
Sure, email address, name & contact number are essential. But the property type, number of rooms, rental income etc are all details that perhaps can be discussed over the phone.
Details like middle name, date of birth, hair color are fields to be put on the scrap heap!
The less time it takes people to convert on your site, the better.
Look at your user forms and scrutinize each and every field you’re asking landlords to fill in. If they aren’t essential, consider removing them.
5. Price options you offer landlords
A fundamental part of converting landlords is your pricing structures.
If your pricing is rigid, where a landlord has to pay a certain price and gets all the services, you may be isolating landlords that only want a subset of those services for a lower price.
99home do an excellent job in displaying exactly what packages they offer. Their price table then goes into how much each add on service costs.
This provides landlords looking for flexibility, to get a sense of control of what they’re paying for vs not wanting to pay their letting agent for.
6. Online support on your letting agent website
Customer services are (already have) moved on from waiting on hold ages. Customers now want support over email or via a support function on a website. Landlords are no different.
Many letting agents are now moving to implementing “support bots” on their website.
These bots can provide landlords responses based on a set of pre-programmed FAQs.
So, if a busy landlord asks “how much are your tenant finder fees”, the bot will look up the answer database based on the words in that question. Then when it finds the most suitable answer, it will reply to the landlord.
This takes a matter of seconds and avoids any phone calls needed to be made. If there are no suitable answers, the bot asks the landlords for their personal information in order for someone to get back to them at a later stage.
The bots are sometimes disguised as a person… but the savvy landlords know the score!
By making it easier for the landlords to ask questions, you’re improving their experience upon visiting your site. A better experience improves your reputation, therefore increasing the likelihood of a conversion.
In addition, a knock on effect for your estate agency is lower costs. Your agents are free from manning the phone lines to answer basic questions. This frees them up to follow up on leads & secure properties.
7. Comparison tables
A common reason why landlords may leave your letting agency website is to then compare your prices to the competition.
It’s unlikely that a landlord will let the first agent they come across to rent out their property.
Ideally, you want landlords to be able to stay on your site without needing to scope out rival letting agents.
One way to do this is to include a comparison table on your site. The comparison table could include your letting agency fees, as well as all your competitors.
This way, landlords can compare prices on one page and are therefore less inclined to visit competitors. This lowers the chances of your competitors securing the lead, increasing your chances of letting their property out.
But, your fees may not be cheaper, so are you shooting yourself in the foot?
But you don’t need to show all your fees.
You may be the cheapest letting agent in your area for finding tenants. By having the lowest tenant finder fees, you can position your table to only include prices for that service.
If your competitors are better prices for full management services, you can decide to leave that out.
This way you cater to those landlords looking to compare tenant finder fees.
But what about if you’re not the cheapest letting agent for finding a tenant or full management?
Then focus your comparison table on something other than letting agent fees.
You can include in your letting agent website, comparisons of ratings, industry awards, technology you use to services your landlords or your record of finding tenants quicker than your rivals.
The point is, you control what you show in your comparison table. You may not show every variable on your letting agent website to show you in the best position, but you will cater to a subset of landlords.
On Rentround, comparing letting agents is our bread and butter.
We show landlords fees & ratings of letting agents in their area. We then pass on landlord contact details to our subscribed letting agents.
To list your agency on Rentround to get leads, read more here.
As another example, we’ve compared online letting agents. This gives our readers a quick peek on how much online letting agents across the country.
8. Layout of your letting agent website
A letting agents website needs to include a lot of information. Location, fees, services, affiliations, offers etc.
With a lot of information, your conversion tools may not get noticed by your potential landlords.
Displaying your data capture tools clearly, helps your conversion rates. Utilise subtle tactics such as using prominent colors, capital letters & size adjustments to encourage landlords to fill in their details.
If we take our homepage as an example, we have a slight border around our postcode entry bar to draw landlord attention.
In addition, our call to action button is in capitals and colored in a different color to the rest of the site. The wording in the action button also states what happens when the button is pressed. Rather than just saying “SEARCH”, we went with “COMPARE AGENTS” to jazz up the process & what landlords get out of running a search.
This upped the number of conversions our site got by 6.6%.
Sure, this isn’t high level science. But, small adjustments can help your site highlight features you want landlords to focus on.
9. Improving your letting agents credibility
The more credible your site looks, the more likely you’ll get conversions. Credibility can be represented in many ways. Your ratings, affiliations & awards can be used to impress landlords and aid conversion.
Many letting agents list their links to Property Ombudsmans & deposit schemes. In addition, they showcase their compliance to regulations such as GDPR.
Pointing out to landlords if your letting agent has been featured in property portals and major news outlets also helps heighten your credibility.
The impression your site sets is also a key factor in adding to your credibility. A cheap site with a few bugs doesn’t exactly display professionalism. Fixing issues on your site helps improves perceptions of your site and therefore entice landlords to use your services.