You’ve probably heard the phrase “conversion rate” tossed around quite a bit over the last year or two. And that can be a great thing… or a not so great thing.
“Great” if the information is accurate… not so great if it’s inaccurate and you follow their advice blindly without running your own tests (or for Carrot customers… we do it for you).
At Carrot, our members generate 40,000 leads per month through our platform and nearly 800,000 sessions each month… so the data we’re delivering in this post is based on the data we have available – which is, as far as we know, the largest dataset on real estate investor website conversion available anywhere.
So if your website converts higher, and you’ve generated at least 200 seller leads through your site… awesome! Kudos to you. I’d love to see your site :-)
So first… let’s dive into the basics of what conversion rate is (specifically for a real estate investor website) and then we’ll dive into why it’s important, how to do it right, and give you a few resources that we use ourselves to improve our conversion rates.
What Is Conversion Rate?
The “conversion rate” on your website is simply the ratio between the number of people who land on your website vs. the number of people who “convert” on your website to become a lead.
That could be a cash buyer lead, motivated seller, tenant, or private lender, for instance.
The “conversion rate” is pretty simple to calculate.
If you have 100 visitors to that page and 15 of them put in their info on that page and opt-in as a lead for you, that is a 15% conversion rate.
In other words, it’s…
Conversion rate percentage = (Number of people who converted on your website / Number of visitors to your website) x 100
At Carrot, we’re constantly testing our customer’s websites to see what converts visitors best.
How Do You Find Out The Conversion Rate?
There are a few ways to find out the conversion rate of your website.
The easiest and most accurate is using a software tool… like Google Content Experiments in your Google Analytics account (FREE, but not very user-friendly), or the one that we use… VisualWebsiteOptimizer.com (about $49/mo, but MUCH easier to use).
You just have to get a bit of code from the software, put it on your website (really easy to do inside a Carrot account – hit up our support if you need help), and then you set up the test in the software. Let traffic come in and it’ll tell you how many people convert as a lead.
It may take you a few hours your first time to set up a test, and unless you’re getting 100 visitors to your website each month, it’s probably not worth setting up a test (it would take many many months to come up with any real info because your traffic is so low).
If you’re on a budget and are not a tech person, you can just count the number of leads you had come in in a certain time period — then look up the # of visitors in that same time period on your analytics and divide the two.
Or, if you’re a Carrot member… and you’re getting over 500 visitors a month to your site and 15+ leads a month, we’ll do your conversion rate and optimization testing for you! Just let us know through support.
What Is A Good Conversion Rate For A Real Estate Investors Website?
One of the biggest misconceptions we hear all the time (and I once thought the same thing) about conversion rates from our real estate investor clients… is that there is a “normal” conversion rate for a website in our industry.
I wish there was.
But in reality… there are so many factors that can affect how many people convert on your website into a lead that a good conversion rate for a motivated seller website… isn’t a good conversion rate for a cash buyer website or rent to own website.
- Where the visitor is coming from before they hit your website
- Whether or not your site is set up to convert well (like all of our Carrot sites are)
- Credibility on your website
- Your logo can sometimes make or break conversions
- The time of the year (yes, that can matter)
- and more…
Cash Buyer Website Conversion Rates
On one cash buyer test we ran earlier this year… at one point that website was converting almost 40% of all people who landed on the page to a cash buyer lead (picture of test results mid-way through below):
In this case, the website didn’t change… it was mainly a “traffic issue”. She started doing Craigslist marketing which tends to yield a higher volume of traffic but lower conversion rate.
But on average… we’re seeing cash buyer websites (when people drive the visitor to our home pages which are geared to convert well) convert between 20-40% of visitors to a cash buyer with quality traffic.
Motivated Seller Website Conversion Rates
We’ve heard people come to us asking if our motivated seller websites are converting at “25% like they used to 5 years ago” and the answer is no, they’re not.
5 or 6 years ago, before every investor on the block had a website, before 30%-40% of all searches were on cell phones (and most websites aren’t optimized for mobile) and during the recession when hoards of sellers were in dire straights and just needed out (and were willing to opt into any and every website online they could find just to get out of the situation fast), the conversion rates on a motivated seller site could consistently reach 20% or more.
And that’s a stellar conversion rate for a motivated seller website.
But times have changed a bit and conversion rates these days are a bit softer for motivated sellers.
Sellers today have more choices as far as websites to engage with online and they are pickier with who they’ll work with online. They want to see a website that feels credible, that they can trust, and that is easy to use.
So we’re seeing motivated seller websites (depending on the quality of traffic they’re sending to the site, and what they have done to their site to improve / decrease the conversion rate) convert from 7% to 20%. 20% is an outlier… and only with organic search traffic (SEO) or direct type in traffic (See pics of real tests from our Carrot clients below).
What We Consider Average For A Seller’s Website (Your Site Should Convert At Least 8-10%)
What We Consider Really Solid For Sellers
What We Consider Stellar (this rarely happens long-term on a website.
During this test, this Carrot customer got a GREAT stretch of quality traffic.
But the test is still early… so the rate will likely dip below 20%)
All in all, you should shoot to have your motivated seller website convert at least 10% of your visitors to leads at a minimum… and work your way toward a 15-20% conversion rate (for a quality lead) on the top end in today’s environment with building solid credibility on your website, great quality traffic (Facebook ads suck for conversion rate for sellers, decent for buyers and tenants… but terrible for sellers).
Rent to Own / Tenant Buyer Website Conversion Rates
Rent to own tenant buyers and tenants of rental properties tend to convert pretty darn well when they land on a website that is set up to convert (like our Carrot sites are). A tenant (or even buyer) tend to be putting in their info on your site to see available properties… so it’s a much lower commitment than a seller has in deciding to sell their house to someone.
A Really Solid (But normal on Carrot) Conversion Rate For a Rent To Own Site
Our rent to own websites has been performing really really well. After several rounds of testing (and we continue to test and improve these sites for our customers each month), we tend to see tenant buyers converting on the website between 20-40%. One customer’s website even had a string of several months (and several hundred leads) where their site converted nearly 50%. Their traffic was very high quality. But from Craigslist traffic we’re seeing anywhere from a 20-35% conversion rate… and I just happen to know that the traffic on the above test is coming from a Facebook campaign.
Summing Up The Basics Of Conversion Rates For Real Estate Investor Websites
Improving the conversion rate of our Carrot platform is something we absolutely love to do and it’s fun as heck.
We’re running 50 different tests right now on our InvestorCarrot member’s websites… actively working to improve the conversion rate of our platform each and every month.
Hit Me With Your Conversion Rate Questions Below!
So… do you know the conversion rate on your website? If so, hit me with a comment below! If not, hit me with your URL and we’ll take a look at your site and give you some feedback.
And as always, if you feel InvestorCarrot or AgentCarrot may be a fit for you for your real estate websites and you want better results online… we’d love to have you in the Carrot community. Check out our plans and hit us up with questions anytime!