In a given week I visit about 10-12 real estate agent websites. Some because an agent has inquired about my copywriting services and I want to see what they already have, and some because I'm looking at my clients' competition.
Agents often tell me that they don't get much response from their sites, and usually I can see why.
The sites aren't asking for business, they're merely providing a home 
search service – or a form that allows homeowners to estimate the value of their own home.
Some do double duty as what I refer to as "Chamber of Commerce" sites – offering all kinds of good information about why someone should relocate to that city.
Sometimes the sites are plain and ugly, but sometimes they're beautiful. The agents have invested plenty in layout and design, and have uploaded beautiful photos.
But… they forgot to add the marketing copy.
Sometimes they even forgot to put the agent's name and photo out where it can be easily found.
The old copywriting formula of AIDA is just as important for a real estate agent website as for any other kind of marketing, and sometimes it is applied, but in the wrong direction.
The Attention is given to the city.
The Interest it creates is in the city, not the agent
The Desire it creates is for a home in that city.
And the Action – doesn't happen because the visitor keeps on looking, visiting other sites. Since they haven't been given any reason to choose that agent, why shouldn't they? As far as they know, all real estate agents are alike.
Look at your website this week-end. Is it selling you, is it selling your city, or is it simply providing a search function?
Visit me at www.copybymarte.com to see what your site needs in addition to your home search function...
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