Moving From Web Traffic to Actionable Leads by Sarah Malcolm


Every business has a website. But not all websites are created equal. Some are so knock-your-socks-off engaging your just can't stop clicking. Others are so disorganized you can't get it off the screen fast enough. We all know it's true--good content has the power to pull people into your business. It helps boost your search engine optimization and help you build a solid reputation. Most importantly, it has the potential to convert visitors into qualified leads. Here are the three necessary steps every CRE business should take to turn their clickers into clients.

Take Advantage of Analytics

You have to, have to, have to know who is making up the web traffic to your site. This first step is critical. Google Analytics can provide valuable information about who is making up the bulk of the traffic, and to what level they are engaged with the content.

By using analytics to find out who your visitors are, as well as information about the companies they work for, you can determine how to reach them. Social media? E-blast? Ads? Pick apart the data and use the findings to create ways to nurture the visitors, especially the ones who have potential to become clients.

Make It Easy For Your Clients

Once you know who your clients are, you can start looking for ways to lure them back to your site. And keep them there. As a real estate business, your web content is only successful if it is providing value to someone. Online, you should be meeting the needs of your clients through content and digital services.

Find out what the client is looking for. Reach out, provide answers. Your timely response is the golden opportunity to take the first step in turning web traffic into a professional exchange, and hopefully a lead.

Create Top-Notch Content

Do not let your work fall anything short of exceptional--not even for a single Tweet. You put too much time into researching marketing trends, writing blogs and other content, directing people to your company website. You need to prove yourself time and time again. It is a lot of work, and it is exhausting. However, clients have nearly unlimited options available to them with the help of the world-wide-web. They can discern, and they can decide which brokerage to work with. You have the chance with your company’s online presence to prove that company should be yours. And that agent should be you.

All of this, of course, is easier said than done. If everybody knew exactly how to appeal to their target audience, we would not be dealing with analytics and leads and SEOs. We have to work with what we’ve got--which is quite a lot of useful information. Take steps to make sure you are making the most out of your traffic. Implementing these guidelines into your online marketing process will allow you to become efficient and effective. This will lead to a higher number of clicks, which will translate into a higher number of clients, which will (hopefully) translate to a higher number of sales.

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Lindsey ImperatoreComment