In this episode, Mark Podolsky, Jon Burnett, Mike Zaino, and guest Chris Clark explore one of the most overlooked reasons land may not be selling online: the website itself. Drawing on experience from more than 2,000 land deals, Chris explains how slow load times, poor mobile design, confusing navigation, and weak customer journeys can quietly kill conversions even when traffic and leads are strong.
The conversation breaks down when a land investor actually needs a website, which metrics matter most, and how tools like property maps, email capture, checkout functionality, and conversion rate optimization can turn a website into a true salesperson for your business.
Tune in as the team discusses:
- How Chris Clark discovered that his sales bottleneck was a website conversion problem—not a lack of leads.
- Why high bounce rates, slow loading speeds, and poor mobile optimization can cost land investors sales.
- How a Zillow-style property map can make it easier for buyers to browse land inventory.
- Why a website should guide buyers through a clear customer journey instead of simply displaying property information.
- How capturing buyer emails creates opportunities for repeat marketing when the right property becomes available.
- Why new investors should focus on getting deals before spending too much time building a website.
- How integrations with tools like Airtable can reduce duplicate work and human error.
- Which website metrics matter, including bounce rate, time on site, page navigation, checkout activity, and conversions.
- How conversion rate optimization can improve actions such as buyer-list signups and completed purchases.
- Why using AI or building a website yourself can still create a major time-management distraction for land investors.
TIP OF THE WEEK
Mark Podolsky: Don’t assume more traffic will fix weak sales. Look at the customer journey and optimize the places where potential buyers are dropping off.
Jon Burnett: Early in your business, focus on buying properties, listing them, and getting your reps in. Build out a stronger website once you have repeatable deal flow and inventory to support it.
Mike Zaino: Don’t spend valuable deal-making time becoming a website developer. Once your business needs a professional site, use systems that let you stay focused on buying and selling land.
Chris Clark: Watch your bounce rate, site speed, mobile experience, and buyer journey. Your website should build trust and help move visitors naturally from browsing properties to taking action.
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