Your real estate web site is your second-most important self-promotional marketing tool.
Is it working at maximum productivity?
According to NAR, more than 90% of all real estate buyers use the Internet to search for their new home. They’re searching for homes, but they’re also searching for an agent who will guide them.
Home sellers are searching too – looking for the agent who will put energy, effort, and expertise into marketing their homes. In fact, some home sellers choose an agent based solely on the agent’s web site.
Your website is also the “hub” of your self-promotional materials. Every other ad, prospecting letter, postcard, brochure, article, press release, video, or blog post can (should) lead back to this – the place where you can showcase your services, offer wanted information, and show prospective clients why YOU are the agent to choose.
That means your real estate website is the 2nd-most important tool you have.
(YOU are your most important tool.)
And yet, most real estate websites give prospects no reason at all to choose one agent over another.
In case you haven’t noticed, nearly all Real estate web sites look just alike. Many of them even make it difficult to find the name of the agent – so they may as well be company sites. No one agent stands out as better or even different, so as far as a prospect can tell, it doesn’t matter which they choose, because all agents are alike.
But that’s not true is it? All agents are NOT alike.
Some agents (like you) work hard to help both buyers and sellers. Some (like you) take the time to become experts in their field – learning all they can about their communities, studying real estate marketing so their listings sell faster, and honing their negotiation skills to better protect and advise their clients. Some create specialty niches and become THE expert in those niches.
And some don’t do any of those things.
According to a recent NAR survey, two-thirds of home sellers and home buyers contacted only one agent before listing their homes or beginning their home search.
That means your website has to make you stand out.
Your website needs to demonstrate that YOU are the agent with the knowledge, skills, attitude, and drive to help them realize their dreams.
Your company site, or the site you purchased from a real estate portal, is a good starting point. But until you add personalized copy that sets you apart from your competitors, its usefulness is on a par with floor day.
In other words, all it will do is put you in the game to maybe benefit from the “luck of the draw” or the “throw of the dice.
If you want to capture real estate buyers and sellers,your real estate website needs to answer these 6 questions:
- Where are you?
- Are you a listing agent or are you a buyers’ agent – or both?
- What services do you offer?
- How is your service superior?
- Do you have knowledge and expertise in the niche that interests me?
- Are you the kind of person I want to do business with?
In order to answer these questions, your site must include:
A home page that sets you and your service apart from the crowd – and clearly shows your name, your location, and an easy way to contact you. Visitors need to know they’ve come to the right place, and they don’t want to search for your contact information.
A real estate seller page to reveal part of your selling plan and show homeowners how you’ll market their home to sell at the best price in the shortest time frame.
If you specialize in one or more niches, this is the place to let your visitors know.
If you’re a buyer agent only, the seller page can state that fact. It can also give some helpful seller tips – straight from the agent who knows what buyers are looking for.
A buyer page to show how you’ll help your real estate buyers find a home and move in with the least amount of hassle in the least amount of time.
Again, if you have an area of specialization, talk about it here.
If you only list homes, say so, then offer some buyer tips.
An “About me” page to let prospects know you’re a real person and give them reasons to identify with and trust you.
Your agent bio page is one of the most important, most read pages on your entire site. It’s also your opportunity to let your personality shine through and to help those prospects find a reason to connect with you.
Of course you need a home search function, along with a means of “capturing” your visitors.
Your search function may capture information from visitors who searched, but don’t stop with that. Give them a reason to look forward to hearing from you.
Community pages with comprehensive, interesting information add to your site’s value – and make visitors stay longer.
A “Capture” function. Offer those visitors information they want. When you do, they’ll gladly exchange their names and e-mail addresses for it. Then you can continue to stay in touch with them, offering more information and showing them that you have both the knowledge and the dedication to help them realize their goals.
What about a blog?
Yes, of course you should have a blog. It’s one more way for prospects to become acquainted with you and for you to showcase your listings and your expertise. But…you should only have a blog if you’re committed to keeping it fresh. A stale blog is negative advertising.
Today’s marketing is all about building relationships – even with people you’ve never met. That means the days of asking for business without offering a “reason why” someone should choose you are gone.
I’ll help you show them the reason why you should be their first choice …
When you choose me to write your web copy or help develop your continuity campaigns, your prospects will know the “reason why” they should choose you.
Before I begin writing your web copy, you and I will talk. I’ll learn about your niche market, your future goals, how you do business, and what makes you a cut above the other agents in your marketplace.
That’s the kind of information that, when woven into your sales message and your bio, will make you stand head and shoulders above your competitors.
Get in touch today, and let’s get started. The sooner your web site pulls in new clients, the sooner those new clients will turn into new closings!
Yours for boundless prosperity,
P.S. If you’d like to take your marketing in a better direction, do the exercise in my Questions for Realtors list. It will help you see the unique benefits you bring to the marketplace, so you can better focus your promotions.
Homes sold Image courtesy of cooldesign / FreeDigitalPhotos.net | Dice Image courtesy of jscreationzs at FreeDigitalPhotos.net Free “stand out” Image From <a href=”http://blogpiks.com”>BlogPiks.com</a>