Do you get unqualified leads through your property listings? While you can’t avoid this entirely, there are ways to increase your percentage of qualified leads.
- Install analytics software
Before you list another property, implement analytics software on your website. Tracking data is crucial to boost your commercial real estate listing. You need to know where your visitors are coming from and what they do while they’re on your listing. This information will help you fine-tune your listings to attract more of the right people.
For your own website, it’s a good idea to install Google Analytics so you can see how people are finding your listings through search terms. However, you may want to supplement with another application, like Matomo. Many people use both of these platforms since they each offer unique features. If you’re not familiar with these, read this comparison review.
If you use third-party listing websites, you can’t install your own tracking software, but they should come with some form of analytics. Get yourself acquainted with this feature and start using it to look at the data and run reports.
- Use heat maps on your website
When your listings are on your website, you might be getting traffic, but few email sign-ups or inquiries for your properties. The reason may be related to your website’s content. For instance, people might read your call-to-action (CTA) and not be inspired enough to contact you. Or, they might be distracted by other options on your page.
Heat maps will show you where visitors are focusing their attention on your listing’s page, which helps in assessing the problem. For example, a heat map records where a visitor moves their mouse, how long the mouse stays there, and gives a good indication regarding what they’re reading/looking at. If you notice a lot of visitors hovering over your contact form, or even filling it out partially before bouncing, that’s a sign that your copy may need improvement.
- Disqualify people in your listing
When you publish your property listings, don’t make them so general that you get responses from people who are simply curious or who aren’t qualified. This applies to rentals and sales. Craft your listings to be as specific as possible regarding your requirements. For example, list income requirements, credit score minimums, and any other information people can use to identify whether or not they qualify. The idea is to prevent unqualified people from applying in the first place.
The problem with internet forms is that anyone can fill them out and that’s exactly what happens with real estate listings. People get curious and fill out forms for properties they have no intention of renting or buying. Or, they would love the property, but don’t have the funds. If you’ve noticed that you get a lot of unqualified leads, some simple adjustments to your listing can deter unqualified submissions.
- Only use professional photos
It seems quick and easy to take photos of a property with a decent camera and post them in your listing. Most people will still get the idea of what the property looks like even if the photos aren’t perfect, right? Not so much. The quality of your photos can make or break your ability to rent or sell a property.
When pictures are the first impression someone has of a property, they’ll make judgments right way. For example, photos with poor lighting make people feel like a property is too dark or depressing. If your photos don’t show a well-lit interior, or how natural light comes into the building, it’s going to look drab.
Always hire a professional photographer to take photos of your properties. Pros know how to manipulate lighting to capture the best image possible. Although they make it look easy, it’s actually quite complex.
- Avoid free rent deals
You’ve probably seen people advertise free rent as a move-in special, but this tactic is only going to attract low-quality tenants looking for a bargain. These so-called free rent deals can also make tenants mad when they realize it’s not really free.
Avoid incentives that attract people who just want to save money or are willing to settle for less to get a deal. While some of these people might make excellent tenants, many won’t.
Time is money – optimize your listings for success
Each unqualified lead you chase is time you’ll never get back. Optimize your property listings to attract qualified tenants or buyers and you won’t have to sift through so many emails from unqualified people.
