By Denise Lones M.I.R.M., CSP
Here's a common question: "Denise, do I need a website?" In a word:
DEFINITELY!
Why? Because the world is now online, and people turn to the Internet first for information gathering. The trend is only going to increase.
BUT. "The real question is "What do you want from your website?" Do you want to focus on customer service? Is your focus on lead generation? Then, you may need a site with fully-loaded keywords and meta-tags. This makes for better SEO (Search Engine Optimization). I know many agents who don't worry about this at all because they promote their site by handing out business cards.
If you want to use your site as a lead generation tool, then you need to get
technically savvy and understand how to drive customers to your site directly from a search engine. This requires a little work on your part. But today's consumer demands and expect more and you will have to learn how to deliver some of your services on line. A website is a wonderful way to showcase your unique advantage. It is also a great way to connect to today's consumer.
People always ask me whether a custom site is better than a template website. Ultimately, custom sites have many advantages over template sites. While it may not be as important if you're just using your site for customer service, the trend for customization is not going away. And it's not just trendy. It makes sense to have a custom site-with your personality, design, and expertise on full display.
When you hire somebody to design your site, make sure the person clearly understands real estate. Real estate websites are different from other websites. What may work for the financial services industry is not going to attract potential home buyers or sellers. You need visual impact, relevant real estate information, and your unique spin on what you do.
A strong real estate website will have the following:
Search capability.
Nobody is going to look at your website if they can't search for homes.
Mortgage calculator.
People need a way to easily calculate mortgage payments.
List of your services compared to your competition.
Clearly articulate what you do better than everybody else.
Area links and resources.
Make sure you have every piece of information about your area available to your clients. They must know that you are the source for every fact about your neighborhood.
Your area of expertise.
Beyond what you do better than your competition, you need to highlight your "niche"-be it condos, luxury homes, investment homes, vacation homes, whatever. Be an expert on something and shout it from the rooftops on your site.
Meta tags.
Make sure these clearly relate to everything on this list. You may want to even consider hiring a writer with SEO (Search Engine Optimization) experience to craft your sales message and insert proper keywords where it counts. Again, let the experts handle this. That's what they're there for.
Design.
Design design design! I can't emphasize the importance of this enough for real estate professionals. This is a very competitive business and if you don't look great, nobody will think you're great. You've got to look good to be good.
Navigation.
Your client needs to get around your site quickly and simply. No confusing links. No thinking. Again, a web design professional (who has done this a thousand times) is your best bet.
Easy contact forms.
There's nothing more annoying than requiring too much information from visitors to your site. Make your contact form simple. First name and e-mail is often enough. Sometimes even just an e-mail. Asking for too much information up front can seem predatory. You don't want a predatory "vibe" on your site.
Less Flash.
Designers love Flash animation. It's nice, but keep it to a minimum. It's the icing on the cake. It's not absolutely necessary, and can distract from your content.
Content-rich.
Articles, research, links to resources. You need to be your client's ONE-STOP for "all things real estate." Whether it's mortgage information, government regulations, local trends, or basic purchase facts-have it on your site so they don't have to go anywhere else.
Statistics and research.
People love statistics and research and shouldn't have to go somewhere else to get them. Again, think ONE-STOP.
Photography.
Hire a professional. Do NOT use any photo that may be a copyright infringement. Every picture on your site should be licensed for your use. And every one should be vibrant, exciting, and colorful-fitting in perfectly with your unique design.
A welcoming feel.
No hard sell. You want people to want to be on your site. Nothing scares them away more than high pressure. Be personable. Be a human being who is talking directly to them-just as you would to your best friend.
Regular updates!
At least once a month, add something or update something. People need to know you're in business NOW. If the most recent article on your site is dated "April 2005," it looks like you've gone out of business.
Whatever kind of website you use, the best feedback is going to come from your clients. Don't be afraid to contact them to ask for an opinion. Say, "Tell me from your perspective what would make it a better site for you. Have I missed something? What did you like best about it? What did you like least?"
Follow these tips, hire a professional, and you'll have a real estate website that gets results and makes you STAND OUT.
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