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Is Your Online Business Trusted?

By
Real Estate Agent with Myrtle Beach Homes Blog

As I am currently 40,000 feet in the air on a Southwest Airlines flight back home I started reflecting on the recent conference I just spoke at for Coldwell Banker Real Estate. Whenever I go to an event either as an attendee or presenter, I always try to take time shortly after to reflect on things I enjoyed, I learned, or would like to see done differently.

As I think back on this event, I find myself focusing on something completely different. One of the things that became abundantly clear at this event is that the way companies market themselves is evolving. See, many years ago I was a real estate agent with Coldwell Banker. Their annual convention at that time was called The International Business Conference, or "IBC." Now, don't get me wrong with what I am about to say, but their event had been the same basic real estate style convention for many years. People in their suits talking about how great the market is and giving tips on how to get your clients a mortgage, etc. Most of the time was spent teaching how to convince consumers that "Now is the time to Buy" and "Real estate is a great investment."

But, this year they knew their conference needed an overhaul to match the changes that are taking place in our daily lives. The classes that would teach on a new product the company was releasing were replaced by things like 30 mobile applications for business. The neck ties were removed to symbolize a change in the mentality of leadership and that it was time for a change. I am starting to see this type of trend become more and more common at business conferences.

Why you may ask? It's simple. Large corporations like Coldwell Banker are starting to realize the importance of having a strong presence in the social media sphere. So, instead of a conference like this being filled with real estate coaches, the speaker lineup was filled with social media advisors like myself, Chris Brogan, and even the folks at Google.

The concepts of using digital marketing to become trusted agents in a digital world is now more important than ever as consumers are using sites like Google, Facebook, and Twitter to make decisions. These decisions are based upon the following five factors.

1. What do my peers recommend? During the Google presentation Sam Sebastian gave an example home buying scenario. Instead of grabbing the yellow pages and looking for the fanciest advertisement of a real estate brokerage, the couple turned to their Facebook account to ask friends which neighborhood they should consider when buying their next home. Based on what the consumers friends and peers online say about a product or service can now be the decision whether you get the sale or someone else. Not only did their friends give them advice, but one even gave them a specific home listed with an agent. Peer recommendations are becoming more and more powerful each day. Sites like Yelp and Foursquare are more influential in decisions consumers make than ever.

2. Who has been there to assist me in a time of need in the social sphere? Someone that is not sure what to do in a certain situation may ask for help. Businesses need to be monitoring on a daily basis what others are saying about your business, your brand, and industry via services like Google Alerts, Twitter search, BackType, etc. Being a social media winner in your industry will turn potential consumers into raving fanatics who grow your business for you. The business who goes the extra mile will be rewarded handsomely for their efforts.

3. How findable are you online? When someone goes to Google and types in a term relative to your business are you showing up on the first page? If you think ranking well in the search engines is not important, ask a successful real estate agent online. One in every three unique visitors to a real estate site is via search according to Google. Understanding how SEO works and positioning your business in the search engines properly for specific keywords applicable to your business can pay off with major dividends.

4. How is the their user experience? Let's be real here, if consumers visit your site but the user experience is terrible it will affect the possible current and all future transactions with that consumer and possibly even their entire sphere of influence. One of the things I do a lot is evaluations of websites for clients. They do not understand why their current design and site is not converting leads, and most of the time it is because of design of the site. Remember, you are on your site daily, you helped to build and design it, so you know how the site is supposed to work and how to get to the conversion state. But, have you had a stranger look at your site? Here is a good litmus test: Have friend or family member that has not been to your website go and try to go through the process on their own. How easy is it for them to navigate and get to your point of sale? When I do an analysis of a site, many times I pull it up for my wife and watch her try it out. She is a pretty savvy online user, so when I see her struggle I know we need to make adjustments. It's important to put on a pair of consumer goggles and look at our site from their eyes. If they experience confusion, too many clicks, or slow loading pages, you will not convert them and they will go find another place to purchase their products and services.

5. How mobile are you? Piggybacking off of number four is the question: How does your site work on a mobile device? If you do not have some sort of mobile option of your site available you are missing out on one of the fastest growing sections of the online market. In the past year mobile queries have grown by 4 times according to Google. By the end of 2011 more than half of all Americans will own a smart phone device of some sort. If you are using a platform like WordPress for your site make sure to at least have some sort of mobile plugin in place. I enjoy the WP Touch Plugin which gives a quick mobile version of my blog. These type of plugin also help immensely in load time for a blog post. If your site is huge to load on a mobile device it could cost someone who may be visiting from another country $10 just to view. If that's the case, you better have something really awesome and important to them or you will lose them and all their friends forever from visiting your site.

These five things can make or break your business online in this era of new media marketing. They are more important than knowing how to create viral videos, schedule tweets, or even upload a photo to Facebook. Keep the consumer in mind first and how to help them make more informed decisions and they will trust your business more than ever. The more they trust you, the more then will support and promote you to their peers. This is the beauty of social media and how it can be optimized to assist your business in growing online. Use it properly and it will make your business very successful. Use it improperly or ignore it and it could destroy your business permanently.

If you read this post and realized that your business is not following these steps, please contact me, and let's get started putting your business on the right path!

Originally Posted at: 210 Consulting- Social Media Advisors

Comments (39)

Jeremy Blanton
Myrtle Beach Homes Blog - Myrtle Beach, SC
Myrtle Beach REALTOR®- myrtlebeachhomesblog.com

Sure William, feel free to contact me whenever.  My number is in my profile.

Apr 05, 2011 10:12 AM
Dave Halpern
Dave Halpern Real Estate Agent, Inc., Louisville, KY (502) 664-7827 - Louisville, KY
Louisville Short Sale Expert

Every single one of your five points is a gem. Thanks for the reminder. So many sites and landing pages are full of generic, bland "put me to sleep" text.

How about relevant, timely, usable information? How about a prominently placed sign-up form to subscribe or get some high value report? How about giving the visitor a compelling reason to pick up the phone and call?

Apr 05, 2011 12:17 PM
John Cunningham
eXp Realty - Phoenix, AZ
Helping Phoenix Sellers and Buyers find each other

Jeremy,

I did not know that you were a brethren of Coldwell Banker in your former life! I have subscribed to and enjoyed advice posted on your AR blog since joining back in June. Anyhow, I would love to have a 210 Consulting WP designed site for Christmas! I like your style and understanding of the SM world. Until then I will keep gleaning from you blog and enjoying your thoughts.

Cheers,

John

Apr 05, 2011 03:50 PM
Jeremy Blanton
Myrtle Beach Homes Blog - Myrtle Beach, SC
Myrtle Beach REALTOR®- myrtlebeachhomesblog.com

John- Ever hear of Christmas in July? :)

Apr 05, 2011 04:12 PM
Janna Scharf
Keller Williams Realty Coeur d'Alene - Coeur d'Alene, ID
Coeur d'Alene Idaho Real Estate Expert

Good stuff and very thought provoking.  This old dog needs to learn some new tricks....

Apr 05, 2011 04:33 PM
Bruce LaMaster
Allison James Estates & Homes - Folsom, CA
Strength of Teamwork . . . Reputation for Results

That must have been a very interesting conference!  Things are definitely changing rapidly in the online world.

Apr 05, 2011 04:48 PM
Don Rogers
Keller Williams Realty Chesterfield - O'Fallon, MO
Realtor, Broker, CDPE, GRI, OnullFallon MO & St Charles County MO homes

Good morning Jeremy,

I find that there are still folks in the industry that give a nod to social media and to having a web presence but still won't jump in.  We were just talking about this just yesterday, I believe that this is the new, if you will, farming tool of the future.

Apr 06, 2011 12:25 AM
Larry Bettag
Cherry Creek Mortgage Illinois Residential Mortgage License LMB #0005759 Cherry Creek Mortgage NMLS #: 3001 - Saint Charles, IL
Vice-President of National Production

Jeremy....you get the suggest button for me.  Anyway, sounds like a great experience.  I"m with you in that most folks are starting out on line.  There will be so many people skipping over a generation that is not online.  If you're not actively engaged, then why bother?  Your reputation is hard to establish, but it's so easy to break down.  Need to be on line and need to be professional with it.

Apr 06, 2011 02:22 AM
Lora "Leah" Stern 914-772-4528
Coldwell Banker, 170 N Main Street, New City NY 10956 - New City, NY
Real Estate Salesperson

Jeremy - What great tips and advice.  Glad to see that the large corporations, realizing their main thrust needs to be in the social media sphere, are switching their focus and advertsing and education tactics.

Apr 06, 2011 02:30 AM
Mindy Kannon
Chew Your Rope, LLC - Wilton, CT
Personal Chef and Nutrition Coach

Jeremy,

What a great post and it is applicable to all of our businesses.  We all know how important it is to stay current.

Thanks

Apr 06, 2011 09:25 AM
Tiffany Jacobs
Re/Max Regency - Manassas, VA
CDPE

What great tips and advice, how does the site work on a mobile device is a good thought and many agents have not thought that one through or checked it out yet. Thanks for your post very helpful

Apr 06, 2011 04:55 PM
Michelle Hatmaker
Real Living - The Hatmaker Group - Galveston, TX
Houston Galveston Real Estate

Lots of great information here!  Thank you for sharing so much!  I'll bookmark this one as a "keeper."

Apr 06, 2011 05:59 PM
Phil Leng
Retired - Kirkland, WA
Phil Leng - Retired

Hi Jeremy,

You have so much great stuff to say.

I could not quite finish.

Maybe two posts next time?

Phil

Apr 06, 2011 06:32 PM
Fernando Herboso - Associate Broker MD, & VA
Maxus Realty Group of Samson Properties - Clarksburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Excellent points, I learn so much reading posts like this. 

I agree that technology is leaving many behind 

Apr 06, 2011 10:49 PM
Robert Schwabe
Herron Real Estate - Orange Park, FL
Orange Park Real Estate

Jeremy, After reading your post I went over to my wordpresss site and installed a mobile  plug in. It won't be long before everybody is using phones and tablets to visit websites. Just trying to stay ahead of the curve.

Apr 06, 2011 11:17 PM
Michele Miller ~ REALTOR®, LMC, HSE, CHS, SRES, CMRS
ERA Key Realty~Worcester County Realty Group - Worcester, MA
'Helping You Make the Best Move"

Jeremy,

Will have to look up that book, Trust Agents.

Social Media is definitely something all agents have to be a part of!

Apr 07, 2011 12:44 AM
Jeremy Blanton
Myrtle Beach Homes Blog - Myrtle Beach, SC
Myrtle Beach REALTOR®- myrtlebeachhomesblog.com

Phil, it's only 1294 words.. Not that long.  Is it?

Apr 07, 2011 01:29 AM
Harry F. D'Elia III
WEDO Real Estate and Beyond, LLC - Phoenix, AZ
Investor , Mentor, GRI, Radio, CIPS, REOs, ABR

Is it time for people to do an inventory of their Internet marketing to ensure that it really works or not?

Apr 07, 2011 02:38 AM
Tatyana Makarov
Century 21 All Points Realty - South Windsor, CT
Your Greater Hartford Area Realtor

Hello Jeremy,

As always, very educational blog... Thank you. And it is soo true.

Keep writing, and I will keep reading and learning something new.

thank you.

Tatyana.

Apr 07, 2011 03:50 AM
Ellie Shorb
Compass Real Estate - Chevy Chase, MD
Realtor DC, MD & VA Luxury Home Expert

What a wonderful, informative post. I know Darrin Friedman from our office enjoyed the conference as well. He dropped many pearls of wisdom on us after returning. I had to skip it this year, but for the record, I did go to NARdigras in the fall in New Orleans and learned a lot there as well. It is vital to sharpen the saw!

Jul 02, 2011 08:03 AM