Marketing has more than ever migrated to digital, and in the construction and sales sector having an optimized website becomes a must in the search for leads, customers and closing business. Therefore, websites and platforms need to be 100% aligned with new technologies and strategies. In this article I will highlight some important data and bring the best optimization tips available.
The real estate market numbers in 2024
Search Brain Strategic Intelligence about purchase intention in the first quarter of 2024 showed that 4 out of 10 respondents intend to buy a property in the next 2 years. The result means 11 percentage points above what was observed in November last year.
So your real estate agent can enjoy this moment, it's good to know that:
- 12% have already started research for real estate. Of this total, two thirds search online.
- 27% should make the purchase up to 1 year.
Leaving the rental is the main motivator of the purchase
The research also showed that leaving the rent, which is increasingly expensive, is the main motivator among those who intend to buy a property. In addition:
- 13% want to move to a larger residence;
- 12% want to leave their parents' house or live alone;
- 9% want a property with more benefits.
Economic properties are the most sought after
The study also indicated that 45% of respondents intend to buy a property of up to RS 200,000. While 42% are willing to pay up
$600,000.
Young people are the most likely to buy real estate
When we understand the intention of purchasing through generational bias, the study revealed that:
Among the people of the Z generation (born between 1996 and 2010) who responded to the survey, 50% want to buy a property in up to 2 years;
Among the millennials (born between 1981 and 1995) who responded to the survey, 48% intend to fulfill the dream of their own home soon.
The research highlights that both generations do not usually have their own properties yet and therefore the high percentage of purchase interest.
Key elements in site optimization
There are many forms of optimization, including platforms with structure for adverts and real estate sales, which offer tools and features that facilitate processes. Follow below best practices to efficiently optimize real estate and construction sites:
Relevant and Updated Content
The information shall be accurate and updated
- Detailed description: each property or development must have a detailed description including size, number of rooms, bathrooms, garage spaces, location, special features (such as swimming pool, leisure area, safety), and any other information that is relevant.
- Real-time availability: keep availability status up to date to avoid frustrations from customers interested in properties that have already been sold or leased. And that's quite common to be found on many websites, so always update.
- Prices and Payment Conditions: Please clearly state the prices and payment conditions. Offer details about financing, discounts, or special promotions.
Highlighting the main resources and benefits
- High quality images: use professional images that show the best angles of properties. Include interior and outdoor photos. Avoid making up the environments with effects or filters.
- Virtual videos and tours: 360° virtual videos and tours allow visitors to explore the property without leaving the house, increasing the interest and likelihood of contact.
- Plants and layouts: make detailed plans available. This helps customers to visualize the space layout and plan the furniture and environments. If it is an enterprise with two towers and different measures, offer all models of plants created.
Intuitive Navigation
The ease with which visitors should find the information they seek is essential to keep them engaged and increase the chances of conversion.
Clear and logical navigation structure
- Structural organization: apply hierarchy, with main categories and well defined subcategories. For example, categories such as “Sales Property”, “Releases”, “About Us” and “Contact” help segment information in an accessible way.
- Descriptive Menus: Use descriptive menus that clearly indicate the content of the pages. Avoid too vague or technical terms that might confuse visitors.
Strategic use of pages and links
- Attractive homepage: Home page should serve as a central hub, directing users to the most important sections of the site. Include links to the main categories and highlights, such as featured real estate, new releases and special offers.
- Breadcrumbs: use breadcrumbs to help users understand where they are on the site and how to return to previous pages. This improves navigation and user experience.
Light Menus and Links
- Drop Down Menus: This technique can be useful for organizing complex categories without overloading the main navigation bar. Make sure they're easy to use and responsive.
- Internal Links: include internal links on the pages to guide visitors to related content. For example, a page of a property may have links to similar properties, information about the neighborhood, and details about the financing.
Filters and Search Tools
- Efficient search bar: a robust search bar allows visitors to quickly find specific real estate. Include search filters by location, price, number of dormitories, type of property, and other relevant features.
- Advanced filters: Advanced filtering tools allow users to refine their search with detailed criteria such as proximity to schools, public transportation, or leisure areas.
Responsive Design
With the increase in mobile device usage, it is essential that your website be optimized for different screen sizes. A responsive design ensures a perfect user experience on any device.
Load Speed
The speed of loading a site makes all the difference to the user experience and also SEO, especially on real estate and construction sites. Sites that load quickly keep visitors engaged, reduce the rejection rate and improve conversion rates. Here are the main tips for your site to load quickly:
Image Optimization
- Image Compression: Use image compression tools to reduce file size without compromising visual quality. Formats like JPEG for photos and PNG for graphics are recommended.
- Lazy Loading: implementing the lazy load only causes images to be loaded when they enter the user screen, saving resources and initial loading time.
- Modern Formats: Use modern image formats like WebP, which offer better compression and quality compared to JPEG and PNG.
Server Needs to Be Reliable
- Quality hosting: Choose a hosting provider that offers high speed, reliable uptime and efficient technical support. Dedicated servers or VPS can be better options than shared hosting for larger websites.
- CDN (Content Delivery Network): Use a CDN to distribute site content on global servers. This reduces latency and speeds up loading time for users in different locations.
Minimum weights
- JavaScript and CSS Reduction: Minimize and combine JavaScript and CSS files to reduce the number of HTTP requests and the size of files loaded. Tools like UglifyJS and CSSNano can help in this process.
- Avoid unnecessary plugins: third party plugins and scripts can add weight to the site. Use only the essentials and check your performance impact regularly.
SEO Optimization
Optimization for search engines (SEO) is a strategy that can help real estate and construction companies to be easily found in search results, especially on Google, the main search engine of the internet.
Relevant keywords
The keywords are the terms that users type in Google when they are looking for real estate or construction companies. Identifying and using the right keywords is the main step towards an effective SEO strategy. For real estate and construction companies, some relevant keywords may include:
- “Apartments for sale [town name]”
- “houses for rent [town name]”
- “constructors [town name]”
- “commercial property [name of city]”
Tips for using keywords:
- Use tools like Google Keyword Planner, Ahrefs or SEMrush to identify the most searched keywords related to your business.
- Incorporating these keywords naturally into your site's titles, headers, and content to avoid overload and ensure a pleasant reading.
- Use a combination of short-tailed (short-tailed) and long-tailed (more specific and detailed) keywords to capture a wide range of searches.
Meta tags and descriptions
It is the HTML elements that provide information about the content of the page to search engines. They play a key role in SEO, as it helps Google understand and index your site correctly.
Main elements to optimize:
Meta Title: It must be unique and contain the main keyword. For example, “Apartments for Sale in the Name of the City
Meta Description: A brief description of the page that includes the keyword and encourages users to click the link. For example, “Find the best apartments for sale in [City Name]. We offer quality properties at the best location. Visit our website for more information.”
Internal Links
Internal links connect different pages of your site, facilitating browsing and helping search engines to index content more efficiently. They also distribute the authority of the pages, which can improve the SEO ranking.
Internal link strategies:
- Create a clear and logical website structure where users can easily find what they're looking for.
- Add links from related pages to keep visitors longer on the site and improve the user experience. For example, on a page of a specific property, include links to other properties in the same area or with similar characteristics.
- Use relevant keywords as anchor text for internal links. For example, “See more options of [apartments for sale in City Name]”.
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