For a weeks I have been searching high and low, attending webinars and a two day marketing conference, scouring through forums, spending countless hours on the phone with vendors, and countless more Googling everything and anything I could think of to reinvent my site that targets San Diego real estate.  Finally it occurred to me that I have access here on Geek Estate Blog to the best and brightest minds, and that we could use my San Diego MLS site as a case study of what to do, not to do, and how to improve.  Here it goes….

Objectives:

  • To improve the experience buyers and sellers have on my website with something much more powerful and compelling.  I will measure this using the bounce rate, which is currently at 71%.
  • To improve my conversion rate to sale.  I am currently at just over 1%.
  • To implement a state of the art lead management and drip email system to better manage my buyer agents and hold them accountable.
  • To reduce my current cost per lead of PPC campaigns with a high converting site and IDX solution.  I am currently roughly at 9% on paid traffic.  I do not have the data for organic traffic.

Current Assesment and Possible Solutions:

Website Front End:

  • This is what clearly needs the most work.  On the home page the first thing that I think needs to be done is to take the main space just under the nav bar that is currently hosting my latest blog post and turn that entire space into a nicely designed quick search form to search listings.  This on it’s own should create considerably more lead conversions.  The main blog post would then be relocated under the popular neighborhood search area.
  • I think I need to remove the big orange “find a home” button in the header and replace it with my team’s phone number for easy reference.
  • I also need to remove the quick post section on the home page given that I have not tweeted anything in about a year.
  • IDX – I am thinking of making a change.  What is the highest converting, most user friendly, system out there right now?  As a bonus, it would be great for it to also be an index-able IDX.  I am currently considering staying with Diverse Solutions or switching over to Real Geeks or REW.  Am I missing any good options?  I am even open to a custom IDX if you have any good suggestions.
  • What else needs to be done in your view?  I am sure I am missing something….

Lead Management and CRM:

As you know, finding a strong real estate specific CRM is a challenge.  I am currently just working off the Diverse Solutions back end system.  While it has served me well, I think it is time for a more advanced solution.

I want a system that can do as much of the following as possible:

  • Allow me to run reports on my agent’s lead follow up to see who is and who is not doing their job.
  • How long is it taking each agent to respond to leads?
  • What leads have not been called in 30, 60, 90, or any amount of days I choose?
  • Lead preference reports such as who is looking for a 3 bedroom home under $500,000 in Carlsbad so I can alert them all of a strong new listing.
  • Favorite property alerts when one is chosen.
  • Drip email integration and the ability to see who is opening what email and when.
  • The ability to assign every lead that comes through to a lender as well as an agent.  The lender should be able to produce their own drip email as well.
  • And of course all of the traditional features such as listing alerts, round robin or manually assigned leads, and auto responders that any of us would expect.

What system do I go with to achieve as many of these goals as possible?

I have seriously considered customizing my own CRM on Propertybase.  I am also under the impression that Real Geeks and REW both offer strong solutions.  It is just so darn hard to find an all inclusive package that excels in all aspects.  I will probably have to compromise something, but what is the best solution or combination or systems to get as much of what I want? (Top Producer is not an option).

Open to constructive criticism and suggestions.  I will absolutely be making some major changes based on the discussion and my continuing research.  I will update you all later in the year to report back how it all went.