Today, we’re sharing some best practices and lead-generating optimizations you can make to your listing details pages to significantly improve results. If you’re a real estate brokerage or real estate website provider, read on for three proven strategies that can be applied to listing details pages to convert more traffic to leads.
When considering conversion and lead generation, there is no better place to start than optimizing the listing details page. This page is the most prolific on any real estate website. Even outside of a brokerage’s listed properties, most real estate sites allow visitors to search for properties in the areas they cover, resulting in exponentially more listing details pages than any other type of page.
Why focus on the listing details page?
The longer someone stays on a listing details page, the more likely they’ll convert to a lead. Data shows that increased visitor time on these pages strongly correlates with higher conversion rates. Even small changes to increase time on page will be amplified across thousands of pages, giving listing details the best ROI for your efforts.
For brokerages working with vendors who do not allow direct control over the details pages, it’s crucial to ensure transparency into your current conversion numbers and understand what customization can be done. Don’t hesitate to start a conversation with your vendor about experimenting with new strategies. If they have the bandwidth, they might be willing to try new things with you, applying broader improvements to their platform.
Three Strategies to Level Up Your Listing Details Pages:
1. Have Rich Contextual Data
Adding rich contextual data to a property can help hold a visitor’s attention longer. Potential buyers consider numerous details before moving into a new home. If this information isn’t on your listing details pages, or if visitors don’t know it’s there, they will look elsewhere.
Including enhanced data helps build credibility and trust, which is crucial when prospects decide to connect. However, simply placing information on the page is not enough. Consider how the average visitor interacts with the listing details page and organize the content accordingly.
2. Keep Organizing Categories Above the Fold
Statistics show that the vast majority of visitors never scroll past the photos on a listing details page. This is why real estate photography and media are such big businesses. Good photos and media can help sell a home faster.
To keep visitors on the page longer, all listing details pages should have organizing categories above the fold. Let visitors know there’s more valuable information available in a single click. Given that at least half of your traffic is mobile, plan two layouts and use some of the media carousel real estate to create overlay buttons. For example, use icons for listing details, market trends, demographics, and environmental data. When someone clicks on a link, it anchors (auto-scrolls) them directly to the relevant information.
3. High Visibility CTA and Strategic Prompt
Your Call to Action (CTA) should always be clearly visible. It needs to follow the visitor and be prominent. The purpose of a high visibility CTA is to remind visitors that they can and should reach out with any questions, making it a low commitment for them.
We recommend using the contact/get in touch buttons that call up the form on the page once it is clicked. The button click is low commitment, and the form should have just a few required fields. Each required field increases the abandon rate on the form. Typically, name and phone or email are required. Depending on your lead management approach, you may consider requiring both phone and email to increase lead quality.
Additionally, after a visitor has been on the page for 45+ seconds, surface a chat or chat-like module on the bottom right asking if they have any questions. This low-commitment option can help nudge visitors on the fence about reaching out.
Your Next Move: Enhancing Engagement and Conversion
Implementing these strategies on your listing details pages can significantly improve lead generation and conversion rates. Even small optimizations can make a big difference, helping your brokerage attract and retain more potential buyers.
