Are you committing this mistake on your real estate website? Part 1 of 2

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Real estate websites are all over the place.  Just type in “real estate website’  into Google and you’ll get thousands of results. Some real estate websites are good but most of them are pretty bad and I’m being nice here.

Today, I want to talk to you about the first problem I see made on hundreds of real estate websites and this one problem is causing those websites thousands of leads and possible deals.

Make Sure Your Real Estate Website is Focused on Your Target User

The first big mistake I see many real estate websites make is that they are very unfocused.  What do I mean by that?  Let me give you an example.  A typical real estate investing website will target sellers who are in foreclosure.  Let’s say they hire a good SEO company or do a pretty good job themselves and make it on the first page of Google.  Great!

Now, this website can bring in some targeted sellers to the site.  But when that seller who is heading for foreclosure clicks on the link to go to the site, he does NOT get what he asked for.  Most of the time, he ends up landing on the main page and/or very unfocused page.  So what happens next?  The visitor clicks the back button.

What happens to that website?  Not only does it loose the visitor and a possible deal but it’s bounce rate goes up. (bounce rate is a % rate that tells Google how targeted the site is.  If the bounce rate is high, that means that people leave the site (bounce) without exploring it further and Google will give it a negative point to it’s quality score.)

As you can see, that one problem can have a big effect on your website.  So here is the solution:  Whenever you are designing your web pages, make sure that they are TARGETED to your end visitor, to the person you want to bring to the site.  If your target audience is a seller who is heading for foreclosure, make sure that the page DELIVERS on it’s promise that was given to the visitor in the search engine result and that it ONLY targets that one person.

Remember, you always need to talk to just ONE person on your web page.  Think about it, at any given time, there is just one person reading your page unless he has his wife or a group of people reading the web page together.  Hopefully, you see my point by now.

Make Adjustments Until You Speak to Your Visitors

If you change this one element on your page, you should see a difference in your bounce rate (it should go down), time a visitor spends on your site and the # of page views should increase.  And that’s just for starters.

In conclusion, talk to one person on the page and make sure that the page focuses and ANSWERS the problem the visitor came to see.  Also, make sure that you don’t have a lot of distractions on that page like adsense ads, many links to other distractions, flashing buttons and so forth.  You need to stay focused.

That’s it for today.  Next week, I’ll discuss the other issue I see many real estate websites make and believe me, that problem is costing those sites a LOT of money.  Those websites are leaving a lot of money on the table.  So make sure that you come back here next week or add me to your colleague list here on Bigger Pockets and you’ll know when I write part 2.

One last thing, if you have any questions or comments, let me know in the comments below.

To Your Success,

Peter Kolat

About Author

Peter Kolat is a Real Estate Internet Marketing genius. He's been consulting for many real estate gurus in the real estate industry. His Free Internet Marketing Techniques helped many real estate investors & agents dominate their real estate markets on the internet. No wonder he's been called the "Polish Pulverizer."


  1. I honestly don’t think bounce rate is a high ranking factor in SEO for Google as it is a highly variable stat. Reducing bounce rate should be 100% a matter of making your site more attractive to visitors, not impressing the search engine.

  2. Hi Alex,

    Thanks for your comment. However, I believe that a bounce rate is pretty important to your success on the internet for your visitors and SEO.

    If you look at my article, I discuss making the landing page visitor friendly, relevant to what the visitor is looking for.

    The bounce rate goes way deeper that just the percentage factor. if you really think about it, the bounce rate will tell you a lot of different criteria about your website and your web page.

    Try this for a while and see what happens: Without changing anything else on your site, go back into your analytics software and see which pages have the highest bounce rate. Improve those pages to have better bounce rate (lower percentage) and then track your search engine rankings for those pages. You should see the difference.

    Also, if you are running Google Adwords, try getting high ad positions with local PPC costs without optimizing the bounce rate, your landing page relevancy.

    I hope this helps. Obviously, there are several factors that will affect SEO and that are more important than the bounce rate. The reason why I mentioned it here is because it relates to the article. If you notice, I’m more worried about the visitor than the spider.

  3. Blake Perry on

    Hey Peter,

    I must agree with you on lack of direction. Sometimes I think it has to do with disorganization than it does content. Take for instance a persons wardrobe. You can have a specific style and taste of clothing, but piled up on the floor, you can’t make much sense of it, let alone figure out an outfit.

    Rewind that same scenario but this time adding a dresser with specific drawers and a closet of hangers to hang your articles of clothing.

    You have the same exact content (wardrobe), but in a much more organized fashion.

    *I’ll take a look at part 2 for more info. Thank you for the input. Much appreciated.

  4. Jeremy Fields

    @peter kolat

    Great post. Thanks for the insight. I invest in 1-10 unit rental properties and want a site that showcases my properties, has something nice for investors to look at when they research me, and a place sellers can land. Would you suggest one site, or multiple sites? If multiple, would it be one for each target audience?

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