Why More Traffic Is NOT the Answer to More Sales

Modern real estate agents go through a very typical process on their journey to success. First they go through the painstaking process of getting their license. Then, they find a job with a local real estate office and eventually land their very first listing. Now after the euphoric excitement settles they realize that they have to get to work and actually sell the house and these days that means generating TRAFFIC. More traffic to the listing and more visits to the website. Here’s why this is not necessarily the best solution:  

#1 – Right Traffic > More Traffic

It may seem like having a ton of NEW visitors is the solution to all your problems but it’s not. It could lead to a false sense of “success” where you’re busy so you think you’re actually productive and “successful”. No. If you invite tons of people to come to your listing you will be busy as a one armed clothes hanger but you will not be selling any houses.   Instead of wasting time which leads to burn out, you need to focus on attracting THE RIGHT traffic and this means those people who are actually looking to buy a home or hire you to list theirs.
For example you have a $350,000 three bedroom listing, how would it help you to attract the teenage skateboard crowd to your website?
 

#2 Conversions are a result of conversations.

  Sales are a result of conversions of marketing efforts which in reality is all about a conversation.
This is what really leads to sales, and those who close deals know it.
When you list a property for sale your are starting a conversation by announcing to the world, “hey everybody this little piece of Earth can be yours for only $250k.” Eventually someone will reply to your comment and say something like, “Oh, really what shape is the place in? Can I come and see it?” Here is where the conversation can lead to a sale. Your responsiveness and availability to keep the discussion going, moving it to the closing table will make all the difference in the world. If you wait days to respond your potential lead could go cold and you could go another month without a closing and commission check.  

#3 More value is more important.

The sales process starts with a simple “FOR SALE” sign in the front yard and continues with the dynamic functionality of your interactive website. This is where you can preempt and anticipate the frequently asked questions that you know your prospects will have about your listing. With the rich features of your website you can show off all the awesome interior pictures and features so that your potential buyer will know more about the property. Adding value in this way creates a positive sales atmosphere which encourages offers and even referrals as the buyers who visit your listings will likely bring friends and family who also could be prospects.