Elements of Effective Real Estate Websites: The Community Info Page

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Is your website a useful resource for community specific information in the areas you serve?

Unless you can show that prospective home buyers are flocking to, staying on and inquiring from your community info pages, then your answer to this question is most likely “No.”

We want to help you change that, especially since these pages are so important to the success of your website – for both SEO and lead generation.

In this article we are going to explain why these pages are important, review some good and bad community info pages and then provide specific tips on how you can have one of the most effective real estate websites with the perfect community info page(s).

The Community Info Page

Is Anyone Even Looking at Community Info Pages Anymore?

The first answer to this is…

You should already know.

In other words, if you’re not tracking your real estate website’s analytics to follow which pages are attracting and capturing your visitors, then you need to start there first.

Assuming you have Google Analytics installed on your website, simply go into your content reports to see which pages are your most effective.

The other answer to our original question, “do visitors even view or care about these pages?” is ABSOLUTELY.

As a matter of fact, across the tens of thousands of real estate websites that we’ve reviewed we have found that the community info pages are consistently in the top 10 (usually right behind the homepage, MLS search and property details pages) in the following categories:

  • Most sessions (aka visitors)
  • Highest average time per session
  • Most effective at leading to a conversion

If you find this hard to believe, then you need to think about the typical browsing pattern of a home buyer (or seller) using a real estate website. It usually looks something like this…

How Visitors Use Most Real Estate Websites

  1. They get to a website from an organic or paid search result (usually landing on the homepage).
  2. From there, they want to see properties as this is typically the thing that brought them there in the first place.
  3. If they don’t go directly to see FEATURED PROPERTIES, then they’re usually doing their own search using whatever MLS search tool is provided (hopefully it’s something good as this will usually be your most effective lead generation tool).
  4. If they haven’t converted after looking at some properties, then they will probably leave and return later (or not at all) or do further research by confirming that you specialize in the communities they are interested in most. This is where those community info pages play their role.
  5. If, and only if, your community info pages are informative, interesting and well put together will those visitors decide to inquire with you. And if your community info pages are weak, or non-existent, then you have probably lost that visitor for good.
TIP: Did you notice how the ABOUT page didn’t make an appearance in those initial steps? Contrary to what many Realtors think, prospects don’t care about you…at least not yet. In other words, don’t make the website about YOU. Make it about helping your prospective home buyers and sellers. This starts with useful content, an easy to use search tool and a user-friendly website. Your face shouldn’t be the most prominent thing unless you’ve already established yourself as a recognized brand (e.g. Barbara Corcoran) that carries authority.

Reviews of Good and Bad Community Info Pages

As mentioned, we’ve reviewed and worked on tens of thousands of real estate websites. One thing remains constant….no site is perfect, nor will it ever be.

For that reason we want to be sure to preface the following reviews with the statement that we are not trying to criticize any of these websites.

Instead we are simply using them as examples to help Realtors who care about the performance of their websites to improve them as efficiently and effectively as possible.

Good or bad, we’re not intentionally calling anyone out. Hopefully that is understood and we thank you for allowing us to use your website to aid others in improving theirs, and hopefully your own.

Formalities aside, let’s take a look at some examples of “bad” and “good” community info pages.

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