Chapter 7

HOME SEARCH TECH TIPS TO ACCELERATE OFFER GENERATION

It’s no secret that most home searches start on the Web. According to the 2014 National Association of Realtors Profile of Home Buyers and Sellers, 91% of buyers surveyed reported that they used the Internet at some point during their home search. What’s more, 43% found the home they ultimately purchased online.

One of the most effective ways to capitalize on all of that online searching is by driving Agent-Ready home buyers to an incredibly sticky search offering. Here are a few advanced strategies to prevent a lackluster home search experience from sending buyers back to the portals, or to your competition.

CREATE A SEARCH-CENTRIC ENTRY (AND
RE-ENTRY) POINT FOR AGENT-READY BUYERS

We’ve already touched on how your website’s usefulness is directly correlated with your users’ first impression of you. It’s the very top of your offer generation funnel and plays a critical role in transitioning Agent-Ready buyers into Offer-Ready clients.

The good news is, you don’t need all sorts of bells and whistles on your website to meet their needs. Rather than worry about adding social sharing buttons, blogging plugins and the like, invest time and effort on funneling your Agent-Ready buyers into the home search using a single page website and a bold call to action (CTA).

PRO TIP : By focusing on a bold, search-centric call to action (CTA), you will increase the click-through rate (CTR) on your website.

ANATOMY OF A SEARCH-CENTRIC WEBSITE

Guide Buyers Into Your Offer Generation Funnel

OFFER A CLEAN AND MODERN USER
EXPERIENCE THAT WORKS GREAT ON MOBILE.

According to the National Association of Realtors, 50% of home buyers used a mobile or tablet website or app to search for homes. They are most commonly using an iPhone (52%) or iPad (46%) and less frequently with an Android device (27%).

A mobile-first approach means so much more than just publishing a mobile-friendly version of your website. Savvy buyers are seeking a mobile experience that provides real-time location-based data, has the ability to facilitate the entire transaction and, of course, is easy to use.

– Tom Flanagan, Vice President of Technology at Alain Pinel Realtors

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50% of buyers used a mobile
device to search for a home.

Of these mobile searchers, 27% found the home the purchased using a mobile app.

Source: National Association of Realtors, 2014

PROVIDE A SAFE HAVEN FOR COLLABORATION.

When home buyers transition from search-ready to Agent-Ready, they’re expecting a smooth transition from a national search portal like Zillow or Trulia to your agent-powered home search experience.

When you pay for leads from the big portals, or invest in marketing to drive leads to your website, the last thing you want is to see those leads head back to where they came from for data and ease of use they couldn’t find on your site.

Don’t throw active buyers back to the Portal Pond to be fished by another agent.

Remember, national search portals were designed to match home buyers with real estate agents – including your competition. Once you’ve captivated an Agent-Ready buyer, don’t release them back into the Wild West of the portals.

In order to keep active buyers on your site, you’ll need to offer a robust search experience with functionality comparable to the national portals.

Fire up your home search and see if you can win over the hearts and minds of Agent-Ready home searchers. A great website experience, combined with your expertise is the recipe for closing Agent-Ready buyers.

BONUS!

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