We're continuing our series from BrokerageU on building a successful sales funnel for real estate websites. Read the Introduction and Part 1 here.

Generating business from your real estate website requires an approach that is somewhere between print advertising and face-to-face sales.

While it is not exactly like either of these approaches, there is one underlying theme that absolutely transcends all mediums – you have to speak the consumer's language if you want to capture their interest and have an opportunity for a sale.

Can I Ask You a Question?

Let's face it, the internet is just an enormous database. This data is sorted and served based on a data query, also known as a question. What most consumers use the internet and Google for is to ask questions of the great and mighty keeper of the world's knowledge.

Think of it this way, the world wide web is a big database of answers. Your real estate website has to be a collection of your answers to questions that your target audience is asking. Does this make sense?

Regardless of how a consumer finds your real estate website, what they see when they arrive is vitally important. It has to capture their interest or be interesting, or you've lost the fight to push them through the funnel.

Secret to Entering the Sales Process

At this point in the sales process, you have not added this visitor to a list so that you have an opportunity to follow up, answer questions or send a subtle drip email campaign to nurture this prospect until they become a buyer.

You have to be able to deliver the experience expected by your website visitor or you're going to lose them for good. The secret to capturing interest is to deliver upon your promise to answer a specific question asked of the visitor.

3 Keys to Conversion Consistency

1. Specialize. You reduce or eliminate the threat of "big spender" competition by specializing in hyper local keywords and phrases.

2. Mind Your Landing Pages. Craft your marketing message around specific landing pages to optimize interest. For example: If you do a Google PPC ad for the term "Homes in (city name) for sale under $300,000."

The landing page for this advertisement MUST BE exactly the visitor expects or they bounce (leave from the same door they came in). The best case landing page for this would be a city and listing price IDX search result page that matches the criteria in the ad.

A common mistake I see many make is to send this traffic to a home page, or a blank IDX search page.

3. Measure Results to Build Systems. By focusing your message, it's easier to track and tweak to optimize results. If you are getting traffic to a specific page but you're not converting leads? The interest is not there.

Once you are able to track consistant results from a campaign, it becomes a system and works on its own. Small tweaks here and there might arise, but for the most part you only have to monitor results and be prepared to dig in if results change.

Once you find your consumer voice, you will be able to duplicate this campaign using similar landing pages but that meet different search criteria. For example: different city, tract, zip code specific searches and price range searches.

Next! See Real Estate Website Sales Funnel - Step 3: Earning Trust

To view the original article, visit the BrokerageU blog.