Yesterday, I was talking with a friend of mine about where to budget marketing dollars for 2010. The topic of web sites came up, and the purpose of an agent web site was discussed.
Andrea makes what I think is a very good argument that agent web site have become or are quickly becoming dinosaurs. In her blog she states "the lines between the blog and web site have become blurry", I would argue that the lines have merged. My thesis is that any document with a URL is a web site and can accomplish the desired result.
In my opinion an agent web site is to engage, capture, and eventually do business with a consumer. This can be accomplished in a number of ways. A blog, a twitter account, a facebook page can all accomplish this task. The fact of the matter is a web presence is part of a sales funnel. The key to any sales process is to identify and understand where the leaks or stress points are in the process. I would argue that in the real estate sales process the leaks are in the engage and capture portion of the process. The point between capture and close has too many outside influences, credit worthiness, appraisal issues, inspection issues, the list is endless. So with this in mind it is that I originally began to think that traditional agent web site might in fact not be the best use of time and money.
While reading the latest NAR Survey of Home Buyers and Sellers I wasn't surprised when most surveyed indicated they began their home search on the internet. However as I continued reading the survey, buried toward the end was a fact that is often over looked the vast majority of buyers and sellers choose their agent based on 2 things:
1) Referral. They choose an agent that is a friend, relative, or neighbor.
2) They have done business with their agent before.
If you like me, think the survey is valid, then you must keep this in mind when developing your web strategy and spending your marketing dollars. Social Media is a very good way to keep in touch with and market to your sphere of influence. Email is another great way to do this. Rezora, is an email marketing program that was designed by and for the real estate industry. It gives agents and brokerages the ability to communicate with a sphere of influence, monitor the communication, and understand what consumer behavior is generated by the communication. Check out the demo at www.rezora.com. Once you see what Rezora can accomplish I am confident you will find it a great way to communicate with your clients. Drop me an email if you would like more info and to discuss available pricing options.
2010 promises to be a year of continued change. Seth Godin summed it up best in his blog today, "what will you have to show for what you're doing right now. If the answer is not much perhaps you should consider a new plan". You can't get to second base unless you leave the safety of first base; success involves risk, and trying new things. Resolve to try something new, it is not too late to ReInvent your business, your web site, or marketing efforts.
Here's to the New Year!
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