The Results of Digital Engagement Part I: The Business Challenges Addressed through Better Engagement

Welcome to the first part in our series: The Results of Digital Engagement. Through this series, we will feature real estate and relocation companies using digital engagement to better their business. But first, let's explore this idea of engagement.

Engagement helps your agents convert more leads at every phase of the sales process. To keep visitors, leads, and real estate prospects engaged, consider infusing data into how you generate new business. Connecting each person to content they care about creates a more personalized experience at every phase. View our exclusive white paper on the power of digital engagement here.

Business Challenge: Visitors don't stay on my website

Adding helpful information to your site like property reports, an AVM tool or a mortgage calculator is a great way to keep people engaged so they stay on your site longer. The longer they stay, the more likely they are to return and provide their contact information.

Business Challenge: Visitors leave my website before leaving their contact information

Offer easy ways to capture more online visitors wherever they are in the real estate process. Put lead forms in front of your online tools to capture the information of more visitors and give you insight to where they are in the buying and selling process.

The typical conversion rate on a real estate website is around 1 percent. This means 1 percent of website visitors leave their contact information. Through added content, you can double that conversion rate. What would that do for the number of leads to your agents? What would that do for your business?

Business Challenge: My leads lose interest before they are ready to buy or sell a home

Follow-up to leads should be automatic. Many of you probably use a CRM to follow-up with leads on an ongoing basis. If you don't, that is a great place to start.

If you already have a drip marketing program, consider customizing the content for each consumer. By connecting each lead to an area, property, or interest (e.g., schools or gyms or nightlife), you can curate and deliver unique content for each person. If your content is personalized, relevant, and helpful in their process, your open, click-through, and overall engagement rates will go through the roof, even over a long period of time. It's no longer enough just to send an email – the content has to be pertinent to the recipient.

In our next installment we'll look at one company, Redefy, who is using engagement to improve their business results. Stay tuned!

To view the original article, visit the Onboard Informatics blog.