Capture Forms that Capture Leads

Are your capture forms working for you?

Try to recall a recent encounter you had with online capture forms. Was the overall experience positive or negative? Far too often, sites phone it in with very poor UX on pages where they know you must complete a form to get what you need.

Would you be willing to abandon an item in your cart because the checkout process was a pain? I actually did just a few moments ago. I ended up purchasing a similar item, which I liked less, from a competing site solely because I preferred their online experience.

For real estate websites, forms are arguably the most important feature within the website or app. Without lead registrations, unknown visitors could browse hundreds of properties on your site, only to ultimately call someone else about a listing they originally found on your site.

Are you doing everything you can to maximize your traffic and convert it into registrations? A step in the right direction is to have great capture forms that are prompted at exactly the right times so that visitors are happy to give you their info.

What makes a great form?

Provide Value First

Sometimes we forget that this online relationship is an exchange. Visitors become willing to provide you with their contact information because your site has (hopefully) provided them a service first. Before you begin down the path of better capture forms, make sure your site offers plenty of solid content.

Even if you've got a great blog and static content pages, listings are the real conversion engine for a real estate website. If you use forced registration, only prompt the form after a handful of properties have been viewed first.