One of the biggest items that affects conversion rates on these sites is the background photo. You can customize your background photo under the Site Settings Tab.
We recommend that you use an exterior photograph of a home that is common to the area you are going to be marketing your site in. Most people use a photograph of a past listing. If you don't have one, you can ask your broker or another agent in your office if you can use one of theirs. Still no luck? Just step outside and take a photo with your smart phone. If all else fails, you can usually buy a stock photo from one of numerous websites out there (like Photo Dune). If you are going to buy a stock photo, try to get one that is 1200x600 pixels and has a file size less than 900kb.
If you set up Dynamic Cities, you can have a different background photo for each dynamic city. If you don't upload a background photo for a dynamic city, it will just use the default background you uploaded above.