Stop paying for a website that doesn't generate leads

A beautiful site that doesn't bring in inquiries is, charitably, a billboard. When we audit a struggling agent site, the diagnosis falls into one of six patterns more than 90% of the time. Here's the checklist.

1. No exit-intent capture

The pattern: Visitor browses three listings, gets called away, never comes back. Site captured nothing.
The fix: A subtle, well-timed exit-intent prompt. Offer a market report, a private-listings PDF, or a single-question quiz. The conversion rate on a well-designed exit-intent capture is 1.5–3%. That's the difference between empty and busy.

2. The form has too many fields

The pattern: Name, email, phone, address, budget, timeline, "how did you hear about us." Six fields. 80%+ drop-off.
The fix: Two fields. Name and email. Phone is optional. Everything else you capture in the follow-up email or the call. The data you collect upfront is meaningless if the lead never converts because they bounced off the form.

3. The hero promise is generic

The pattern: "Find your dream home." "Where memories are made." Catalog of agent stock phrases.
The fix: A specific value proposition tied to a market. "The Aspen specialist for off-market estates above $20M." "Cherry Hills new construction — represented twelve closings last year." Specifics convert; generalities don't.

4. No follow-up automation

The pattern: Lead fills out the form. Email gets sent to a Gmail inbox. Sometimes the agent sees it that day. Often, three days later. Hot lead is now cold.
The fix: Automatic acknowledgment within 60 seconds — branded, useful, not a generic "we received your message." Then the CRM routes the lead. Then a human follows up within the day. Speed of response is the single biggest predictor of conversion on a luxury real-estate inquiry.

5. Listings live on a third-party domain

The pattern: Click any listing on the site → URL changes to idx-broker.com or ihomefinder.com. Search engines see the listings on the IDX vendor's domain, not yours. You're paying for traffic you don't own.
The fix: RESO Web API direct, with listings server-rendered under your own domain. SEO equity compounds on the right domain.

6. No per-market landing pages

The pattern: Site is one homepage and a generic "contact" page. Search engines have nothing specific to rank for.
The fix: A dedicated landing page for each market or neighborhood you specialize in. "Aspen real estate." "Cherry Hills Village luxury homes." "Pacific Palisades estates." Each page has unique copy, local data, recent sold comps, and a market-specific lead form. Within 90 days, your site is ranking for the searches that actually convert.

The six-month diagnostic

If you've spent six months on a site that's brought you fewer than three real inquiries, one or more of those six is the cause. Broker.Sale ships every one of those fixes by default — they're not add-ons, they're in the foundation. Spin up a branded preview and see your hero copy on one of the six visions in 60 seconds.