I'm planning to write a series of posts about creating "an awesome real estate website."  I'll post a new part to the series each Wednesday over the coming weeks.  Here's Part 1.

An awesome real estate website should capture follower information and offer something of value in return.

But, don't ask for the cow.

By capturing information, I mean a name and an email address.  You really don't need much else, at least right now (maybe a Twitter handle, or just ask them to follow you).  The longer you communicate with them, the more information you'll gather.  Right now, it's about making contact and establishing yourself in their minds.

And, don't worry about giving the cow away right now, either.

Don't think that you have to give something away for free to get a visitor's name and email.  Although plenty of people offer FREE tips or FREE notification of listings or FREE access to their hair stylists (okay, maybe I haven't seen that one), it's not necessary.

If you offer something of value (of obvious value), then you won't need to promise the sun, moon, and stars to get them to believe in you and sign up.  In fact, if the only reason the person signs up is because of some souped up "free gift" for doing so, then he or she will likely unsubscribe right after the free gift is delivered.  Why?  Because, chances are, he or she will feel that you're trying too hard and being too "sales-y."  Visitors don't want to receive a bunch of sales-y messages in their email boxes, so they'll wait for the gift and then unsubscribe.

Plan to develop a following - a loyal following, and then plan to be loyal to your following by delivering something of real value each and every time you contact them.

And, automated MLS reports don't count.

Buyers and sellers can get those anywhere, so they're not unique and not valuable.  They're a commodity.  Your content should be of value and not something they can get anywhere else. 

It should also be timely and relevant, not a generic "free report" or "free tips" or "10 tips" of any kind.  No, think timely (meaning very, very current) and relevant (very, very worthwhile to the recipient).

Although it would be much easier to just let your assistant come up with some generic set of "10 Tips to Spruce Up Your Yard," who wants that?  That type of content can go in the Resource section of your website, but send it by email a few times, and you're going to get deleted, unsubscribed from, or worse, reported as spam.

Consider these ideas instead.

• A Morning Audio Update (with a fun, catchy, and unique name - maybe some kind of "radio show"): Drive your town or area each day and note changes (new listings, new businesses, the status of upcoming developments).  Suggest places to stop for lunch that day (you could even make it a point to the lunch spot each day and meet with people who want to discuss real estate, or you could run some sort of contest at the day's location).  Don't forget to transcribe each day's message for those followers who prefer to read instead of listen (and for helping with search engine optimization).

• A Daily City Round-Up (again, find a fun name): Deliver something in more of a news bulletin or newsletter format with the latest happenings around town.  Include a few of your listings, as well as coupons and discounts from local businesses (great reason to get in front of local business owners on a regular basis, too).

• A "Swap Shop": Email daily classifieds with garage sales, haves/wants, services, etc.  Capitalize on the fact that many newspapers are ending their paper-based editions.  Accept classified listings on your website, and then send out new entries in a daily email.  Oooh, here's a thought.  We have a local Swap Shop radio show.  People call in and offer their classifieds by phone.  The host answers, "Swap Shop, you're on the air."  Then the caller says something like, "Yes, I have two cocker spaniel puppies that need a good home.  They're 4-months old...  Call 123-456-7890."  You could set up a voice mail line to do something similar (try RingCentral).  Just have the line accept messages only (not ring you).  Have the outgoing message say something similar to, "Swap Shop, you're on the air."  Put all the messages together and send them by email daily.  It's fun and unique, and you're offering a service to your area for free.  Don't forget to add a "sponsored by" at the beginning and end of the "daily show," too.

Well, that gives you a start!
Be sure to keep an eye out for next week's post.

By Amber Riviere
BrownBugProject.com