As a real estate agent or broker, your website plays a major role in introducing you to a potential client; not telling them that you're the best candidate to do the job. That said, "trust builders" should be included on every relevant page of your website.
Building "trust builders" gives out-of-town homebuyers and sellers reassurance that you are the right real estate agent, encouraging them to call or fill out your contact form. Additionally, as it is a part of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), adding trust builders for real estate might aid in your (Search Engine Optimization) SEO.
Below are seven examples of using "trust builders" to increase the number of people who visit your website and become customers.
Check to determine if you have a PR bar on your website. This is where you can list the locations where you have been featured in local blogs and the media. If you don't have any PR yet, it can also include the organizations you support.
Your credibility with website visitors is increased when you are mentioned in local periodicals, top agent lists, and the local or national news. Additionally, the placement of these logos is important.
Likely, people won't see your logos if they are in the footer of your website. Choose locations that are easy to see, such as:
These locations are easily visible to your potential clients, making it easier for them to know and trust you.
In case you haven't been featured in the press yet, now is the perfect time to get started.
Examine your local news outlets and consider your area of expertise within the industry. There will probably be a real estate section in each of them with journalists searching for subjects and substance. Pitch a few original stories relevant to the current market but may not have been covered. To let the journalist know you want to share knowledge, not promote your services, make sure your pitch is about them and their audience rather than yourself.
If you're wondering why we indicated that charitable organizations and groups you support or are a part of foster trust, it's because prospective customers might feel the same way. It creates a connection without your physical presence. It can be a charity that helps the needy, rescues animals, or serves the military.
A testimonial that includes a client's name, photo, and a straightforward description of your services is additional evidence that you are an amazing agent.
Additionally, if the testimonial includes specifics like you met a certain percentage of the client's requests, attended to their physical or mental special requirements, worked beyond hours, or resolved a challenging problem, it shows you took the time to understand and satisfy their demands.
It is not only adaptable, but it also provides answers to the queries a possible lead might have.
Prospects with similar worries will take note if your website is the only one with testimonials on how you have assisted those with disabilities or on the spectrum, for example, providing you an advantage.
Like the PR Bar, the testimonial's location is important. Your testimonials won't benefit anyone if they are in the footer because no one will see them. Put them above the page fold and next to the contact form instead.
In this manner, they can be read while a user browses your website. Additionally, it's crucial to ensure that the testimonial aligns with the page's theme.
Don't include a condo testimonial on a listing page for a single-family home.
Did you sell a warehouse or an urban building?
Someone in rural America selling a farm with barns and silos won't find that appealing. You may demonstrate that you have experience with a particular deal by tying the testimonial to the properties on your listing page or the sales language on your landing page.
A case study differs from a testimonial in that it tells the entire tale, from the issue to how you resolved it.
Additionally, it is simple to leverage case studies and testimonials to close the purchase.
Take the testimonial and add a link to something like this, "Click here to read (insert client's name)'s story."
This allows you to tell the story of how you assisted your client in resolving a challenging real estate issue.
Anything from avoiding foreclosure to selling a house with a stigma could be the answer.
You conducted a pocket listing with sophisticated pre-screenings for possible purchasers because the person might have needed privacy after a divorce or because they are a celebrity.
The individual may be in a similar circumstance to your previous client if they click through to read more. Sharing the issue and the actions you took to resolve it demonstrates your expertise and makes you the ideal agent for the position.
Are you certified with the necessary skill sets or a member of any industry or associations?
These can make you more noticeable to prospective customers.
Certifications range from assisting individuals with special needs to land surveying.
Are you curious about special needs? For real estate agents, it greatly increases trust.
It is easier for you to find and sell houses that meet the demands of a client or their family when you have "certified" experience with them and they have specific needs than if you don't. Associations that hold agents accountable are no different.
Homebuyers and sellers research the reasons behind the various titles and names of agents, and they discover that certain designations require adherence to strict criteria, they know they're in excellent hands when they pick you. List these logos along with how long you've owned them. It demonstrates your dedication to your clients' success.
Adding a photo to your contact page, about page, and homepage gives the name a human face. The prospective customer will know that the person they are interacting with is real. If they want to get in touch with you, they will probably want to meet you in person, and putting a face on it can assist them trust that you are there.
Additionally, make sure the picture is high quality.
Agents overlook things like your working hours and how to contact them. It's equally critical to remember that different people have different communication preferences.
Instead of having to speak with the ideal agent over the phone, some consumers would prefer to avoid them. They prefer texting or emailing, and if you need a phone call, they will bypass you. Some people prefer video calls to phone calls, while others love phone calls.
These are all simple to put into practice and demonstrate that you will work with your clients in the manner that best suits them.
Make sure your website includes a contact form, phone number, email address, and a calendar and video service (many of which are free) for scheduling calls.
In this manner, you can discover early on how your potential clients prefer to communicate and accommodate their preferences.
Pro-tip: Put your office hours, including weekends. You have an advantage over your competitors if you are available on weekends and evenings when the client is unavailable during the day. However, you must genuinely be accessible and productive during those periods.
A comprehensive list of services is the final trust builder. Make sure to mention your areas of expertise and the kinds of homes you offer, but don't go overboard.
For instance, you might focus on suburban single-family homes and urban condos. However, you may also have some knowledge about rental properties and how to connect them with landlords and investors.
Finding tenants, selling office buildings, and real estate wholesale are possible additional services. The lead might be another agent who came to your site to check out a home on behalf of a client, and the other agent might require assistance with another job.
Sharing your areas of expertise and the services you provide provides a comprehensive picture of your abilities and can help you expand your network.
You may increase the number of visits to your real estate website who become leads by adding trust builders.
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Caroline Soriano