How to Use a Home Buying Site to Boost Your Conversions & Credibility

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My wife and I started flipping houses way back in 2003. Time flies, and it’s flying much faster these days.

I started a website for buying houses in 2004 or 2005. Looking back, that thing was atrocious. Ok, it wasn’t that bad, but I didn’t really do much with it. It was more of a “build it and they will come” sort of thing.

I built it…but they didn’t come. 🙁

The website was very “corporate.” It mostly talked about solutions to what we assumed were the problems everybody was facing and how awesome we were — things that sellers couldn’t really care less about.

It amazes me how many list about 200 situations a seller might find themselves facing and expect a seller to really looking through the entire abysmal list to find the one that fits them. I consider that more of cheap website with filler content. It doesn’t really do anything to allow the seller to relate or build rapport with the seller.

Related: The 16 Elements of a Highly Effective Real Estate Website

More on that in a little bit…

Around 2008 I switched the domain to my current site and have used that ever since.

I’ve made some changes over the years, but there was a general difference between my first site and the “Danny Buys Houses” site. That difference, though I hadn’t realized it for several years, was really a huge one that helped to generate more and better house flipping leads.

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The Switch That Made the Biggest Difference

More than anything, the switch to a more personal website really helped my conversions.

Abandoning a website where it was impossible to know who was behind the scenes besides some faceless company really made a big difference.

I’ve come to realize over the years that, though sellers want a good price, they are generally more concerned with finding someone to sell to that they don’t have to worry will take advantage of them. Basically, they just want someone they can trust.

Many motivated sellers (and many people in general) don’t really know much about real estate and the buying and selling process.

A way to understand how they might feel is to consider taking your car in to have some work done on it and not knowing the first thing about how the mechanics of the car work. You are pretty much at their mercy. They could tell you the flux-capacitor needs to be recharged with 22 gigawatts of energy, and that’s going to cost you a fortune.

Determine what would make you feel comfortable with a mechanic and translate that to real estate so that you understand what would probably make motivated sellers feel comfortable with you. This is only possible if you are genuinely nice. If you are not, please just stick to buying bank-owned properties. 🙂

When I switched to the new site, I added information about my wife and myself and included our full names and phone numbers. We rewrote the content to be a little more conversational and less sales-y and pushy.

This stuff really, really matters — probably more than you think.

Just a couple of days ago, a motivated seller told me he decided to call me because I seemed like someone he would want to deal with instead of “that big company” he had heard about.

Related: The Keys to Branding Your Real Estate Business

It’s Not Always Easy For Motivated Sellers to Reach Out

It takes a lot for some people to contact others about a situation they are at least a little embarrassed by.

Do you think they would rather call a guy in a $2,000 suit who has a bunch of unreadable corporate lingo on his site or the guy who seems to be more like them?

This is another reason I really love the internet for generating leads. People have another way of contacting you. They can avoid getting out their comfort zones and calling you by just filling out the form on your website. This makes it far easier for them to just send out the info and “see what happens.”

My Real Estate Investor Website Negotiates for Me

The form on a website can even do some negotiating for you, so if you’re as bad a negotiator as I was when I started, this will help you.

The forms on my site ask questions of sellers in a particular order. For example, I ask for some normal details about the house and their asking price. Next, I ask about repairs the house needs and for the reason they are selling. This puts the seller’s problem in the forefront of their mind.

Then, the site asks how soon they’d like to close, further getting them to hope to be rid of the situation faster. So at this point when the form asks what the least they are willing to take if we close quickly is, they usually enter a price that is about 5 to even 10 thousand dollars lower than what they put for their asking price earlier on the page.

How awesome is that?

My Real Estate Investor Website Builds Credibility

Just having a website gives you instant credibility. A clean and well-designed website lends itself to making its owner more believable.

You’ve got to think that the seller of a house needs to believe you will be able to buy their house. It’s not like finding someone to buy the treadmill that you bought two years ago and used once. They need someone who can come up with a good deal of money.

Somebody that has a homemade business card, no website and a rusted out car is going to have trouble convincing a seller they can actually buy their house. The seller could be in a situation that requires a quick closing, and they really can’t take a chance on someone they have doubts about being able to come up with the money — and usually they won’t.

To help with credibility, try to include as many testimonials as you can on your website. If you haven’t bought a house yet, use testimonials from friends and business associates. Don’t have them lie, just have the testimonials speak to your character and general likability.


This day and age, you need a house buying website to attract motivated seller leads. Your website can be a force for good and help you to build rapport, create credibility and instill trust, or it can make a seller think you are full of yourself and that you couldn’t really care less about them and their situation.

I’m sure you know which one you want, and you can have it by just being yourself and not trying to act like a hotshot real estate investor. Be a regular person and treat people with respect and empathy and you will be rewarded with better and more leads.

What’s your philosophy when it comes to home buying websites? What are some of your favorites?

We want to hear from you, so please comment below!

About Author

Danny Johnson (G+) is a real estate investor in San Antonio, TX. Visit his blog: Flipping Junkie - A House Flipping Blog to follow along with him as he shows, in detail, the marketing he is doing, the leads being generated, the lead and deal analysis, the rehabs and really, just about everything. He also provides real estate investor websites at


  1. Hi Danny,

    I set up my site from scratch about a year ago based on ideas and inspiration I got from your story how and what you have done with your site. I listened your podcast on Bigger Pockets and found you that way.

    I’ve spent 0 $ on marketing. I’ve only spent “sweat equity” by writing a couple of blog posts and being active in social media which has generated traffic to my site. About 4 months ago the amount of visitors started growing. I started receiving offers from my site. At first it was an odd offer here and there but currently it’s 3-4 offers per week. I’ve closed 2 good deals from those leads so far and both were from highly motivated sellers.

    I’m a “buy and hold” investor so in addition I have started listing my rentals to my website whenever one becomes available and I’m able to take pictures. My rental ratio was 100% last year and is 100% so far for this year since I’ve been able to find a new tenant every time before the previous one has moved out. I have also started to get rental requests for non-available rentals through my website so currently I have a short waiting list for my rentals.

    I’m investing in Finland so my site is in Finnish. I just saw this blog post and wanted to thank you and confirm that whatever you have written above has worked really well for me. To encourage other readers I would like to tell that I’m soon 50 with no programming skills. I built my site over a weekend by studying on Saturday, building on Sunday and publishing that evening. I’ve then improved it here and there and keep updating at least monthly but it’s still mainly the same as in the beginning.


    • Harri,

      Thanks for sharing! 🙂 It’s awesome to hear from other people that have success with the ideas that have worked for me.

      Sounds like you are gaining a lot of momentum with your site. Makes you glad you set up it and took the time to make it work for you. 🙂

  2. Great article! I’ve always thought of that line “If you build it, they will come” and the zero value it has in real estate investments…lol… But I like your approach to a personal site we will brainstorm off of your advice and real estate tips 🙂

    • Thanks, Carrie!

      Yeah, I wish it were true that all you had to do was build something and people would automatically be attracted to it. But, the fact that they don’t is better for us because it keeps the competition down somewhat.

      I’m glad you will focus on making your site a little more personable.

  3. Nathan Brooks


    This is great … thanks for writing this. I am working on remaking mine as we speak .. did you have yours built or did you build it yourself? On a wordpress kind of platform or something else?


    • Nathan,

      Glad you find value in this article.

      I built mine myself but also offer them for other investors (see my bio at end of article). It is built with straight css, html, etc and has a wordpress blog so it has the best of both worlds with speed and ease of adding content.

  4. Great Article Danny! The same principle applies in the construction business. We used to have a very generic, corporate style website, conversion rate was very low. Then we made it much more personable, the viewer knows everything about us now when looking at our website. Our conversion rates have tripled. We have homeowners tell us how much they like the website on a daily basis.

  5. Great info, Danny! Jerry Puckett advises the same thing–make it as personal as possible.

    Just a tip as far as the form goes, for anyone setting up their own site. I just used to create a site, and they require you to use a third-party app to create the form and link to it. I spent almost two hours this weekend with one of the apps they recommend, and I could only include 10 fields without paying for a subscription.

    This morning I remembered that Google Docs includes forms, so I created a new one in half an hour (would have been quicker if I had read the instructions, ha ha!) that allowed unlimited fields. Very simple, and free.

  6. Great points about getting the right feel for your site.

    I’ve been working on a new lead generation site and it is tough to figure out the right way to do it. I have been trying to look professional but not “corporate”. Trying to have some personal touches but don’t really want to plaster my personal stuff on it.

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