The suspicous IDX linkJay Thompson pondered a while back whether or not to require registration from IDX users on his web site

This is potentially an even bigger issue to ponder - whether to have a link at all (to IDX or not to IDX, if you will).  But you say, "How can that possibly be bad for lead generation, isn't that what helps drive people to my site?"  Perhaps, but maybe, just maybe, having the link gives them all they really wanted to begin with (including the chance to avoid dealing with a live REALTOR) and they no longer need to contact you (or have you contact them) to give them that same information, or some subset of it.  If you don't believe me that this might be real, read this article from Lawrence Schoeffler in a recent Realty Times edition.

I will note that the article seems a little ambiguous as to whether or not registration-required IDX links have the same negative lead generation effect as non-registration-requiring IDX links.  One thing is very clear - a web site with something of value to consumers, who have to register to get it, generates leads over and over again(something "Mr. Internet", Michael Russer preaches very hard).

Some people reading this might say, sure, but what good is a lead if all they want to do is find a little information now and they really aren't buyers or sellers (at least not in the immediate future).  I think the answer is obvious - you have to start somewhere to build a relationship and by the time they are ready to actually hire someone, let's face it, a lot of the time the deal is already awarded to someone in advance.  Even if they do interview more than one agent/team/firm, the consumer has quite often already made up their mind, or nearly so, and therefore the interviews are only to get extra information from others and to solidify the decision they have mentally already made.  Agents criticize lead generation sites (in part because of the high cost of their leads) because the leads are often not yet doing anything.  Welcome to "isn't that the same as passing out your card at a PTA meeting"?  Leads take time to turn into cash.  In the corporate world I have worked on a deal for as much as three years before it became "real" and then commissionable (generally those are well relaxing laptopworth it, though, when they happen!).

For our residential site, we had all the forms filled out for an IDX link for our site, even sent them into the MLS.  A week later we had second thoughts and they hadn't yet charged my Visa, so we called them to cancel and (by the grace of God) they had only started to process the request that morning, a week after getting all the necessary paperwork.  To me the message from on high was clear, at least for Angelic-RE.com - no IDX!  Let your server relax and skip it.

 

51 Comments on Website Insight - Is an IDX Link Bad for Lead Generation?

JAN
06
2007
2 Featured Posts

Gab,

I'm using a VOW which does require a sign-in form. And, yes, there's a lot of carrots. And some deer too.

Deer? Yup, those are "leads" who fake name and phone...and wanta come into the patch and graze.

I'm strongly thinking about the Steve Davis technique...that if I can't contact them...then they're deleted from the system. Again, the Mike Ferry adage: You can't loose what you don't have.

And, I suspect that I'll only have a few deer. Mostly rabbits.

2:44pm • #1
3 Featured Posts

I've posted a blog on this topic that even addresses your concern with the IDX giving the consumer what they want without them having to call you.

TulsaMetroRealtor.com

2:53pm • #2
257,814 Points 7 Featured Posts Outside Blog
I'll take the nameless ones and count them as hits.  They aren't looking to do business with me, just passing through.  Too many people tell me they are turned off by registration.
4:35pm • #3
110,235 Points 26 Featured Posts Localism Sponsor Outside Blog
Seems the more I learn the less I know. So what you are saying is that as long as they can sign up I am safe with IDX because I can figure out if they are real or memorex?  I was under the impression that IDX was going to be like HDTV or VHS, unavoidable. Am I wrong?
4:46pm • #4
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Gabriel, Good stuff. I get very few leads from my web site by choice. I don't work with buyers so don't want them BUT I did just hire a buyer's agent so guess I need to start exploring my options. Right now my site is set up where they do have to register and are free to look at all the properties they want. They can however register to receive free MLS updates for properties that meet their search parameters. You made some good points and I need to ponder them so I can decide the way forward. Thanks. 
5:05pm • #5
10 Featured Posts

My web site MLS links to my broker's IDX. Like Mike, I don't require registration because so many people have told they don't and won't do that. They want to be anonymous for a while. And they really dislike the spam emails that Realtors® send them once they register. Very often they will say that they kept getting the automatic emails for listings that didn't even fit with what they told the agent they wanted. So those agents end up alienating the client rather than benefitting from them.

But I have heard other agents say that it does generate leads for them. So who knows what is best.

5:18pm • #6
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I keep 3 buyer's agents very busy with our IDX site.  Our observation is that it takes about 15 "leads" to get one good buyer.  And yes, we get people who use fake names and phone numbers. And yes, we get people who say they are working with another agent.  But I'm happy with the end result.  Very happy.

Today, one of my buyer's agents is showing houses to a buyer who signed up on our IDX site back in June of 2005.  He thanked US for allowing him to stay on the site for so long until he was ready to buy his retirement home.

5:23pm • #7
4 Featured Posts

IMO, the whole purpose of my website is to get leads.  It's the main reason I put quite a bit of money into it.  I'm not just there to give out info.  They can find info for free on my site, but if they want to look at houses, they need to share some info.  I get about 60-100 unique visitors to my site a day - which equals out to about 60 people a week (and increasing rapidly) turning into a REAL lead  (not including the fredflintstone@pebbles.com addresses). 

Most of my leads are looking to buy in 3-6 months.  It's getting to be enough that I'm having to move up from 1 buyer's agent to 2-3.  Had I not made them sign in, it's highly unlikely they'd now be our clients.  They MIGHT have called us, but they MIGHT have called a number of other agents.  We just snaggeed them before they got that chance! 

5:29pm • #8
13 Featured Posts

Anthony, as I posted to your blog...80% find a property search to be the most useful feature on a site, but they also don't like to register, preferring those sites that don't require registration (the difference in some cases between an IDX and VOW).  The difference between customers liking it and actually giving legitimate registration data to become a lead is a critical one.  To continue and tie back to this blog, the issue here is not whether they use the site or like the feature, but whether that takes them away from becoming registered leads on the site for other reasons.  There are web sites angel and I use that we never register on, because we don't have to in order to get what we want and need there and there are other sites that we do register because there is something worth giving our information out for.  The experience of those mentioned in the article is perhaps due to the fact that the motivation for people to stick on a site changes with the IDX link, and distracts from the perhaps more important stuff.

Carole, I am really not convinced that a link is necessary.  In fact, it has become so popular that I think its the sites that DON'T have it that stand out now as different.  Another reason we didn't add it was because for the residential market we serve (>$1MM) I don't yet perceive that they are looking to do all that digging themselves, but instead to find someone properly qualified and informed to do it for them.

Bryant, for you, knowing you are a seller's broker, I probably wouldn't care as much about leads (or losing them) because I think your site (probably) does the most good by highlighting your listings to sell what you have in your inventory, so I see an IDX link for you as an expansion of that theme, and it might fit very well.

Elaine and others all seem to hear the same thing, as do I (and I speak from my own opinion as a consumer, too) - nobody likes to register.  That is a point Michael Russer makes over and over (and why Eileen has "deer"!) - and that the only way to get them to register with legitimate information is to have something UNIQUE for a carrot (like something copyrighted that nobody else can offer), for which there is a perceived value that makes giving up the registration information a fair trade for the consumer.

5:33pm • #9
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Like usual, thought provoking lol. My market is nothing like yours (!MM). I know my new (soon to be) blog has a sign up area, but I also know that they can link right to my website and look up listings without registering)  at least I think that is true. So maybe I have the best of both worlds, will have to look into it. I mean, Linda's results sound good as do the others. But the last thing I want to do is aggravate people. Heck, we have Cleveland.com, which is the only place to read on line, articles from the local rag, er, newspaper. In order to browse the site they ask you the same lame questions each time; age, sex. Of course everyone I know gets so pissed at having to do it, we all change the info each time.  Proving your point lol
5:45pm • #10
16 Featured Posts
Just curious as to why people question when they receive phony phone numbers, fake names, etc.

It's because THEY DON'T WANT TO BE CONTACTED.  They want to explore on their own.  They want their anonymity.

That's how it works online.  I can honestly tell you if I registered on a website to search for properties and ANYONE called or emailed me without asking, I'd be OUT OF THERE right away.  Period.  If people are registering to view properties, they are NOT assuming that big brother is watching them, seeing what they're doing, etc.  Once you break that anonymity and make them aware that you are watching them.... many people are GONE.  I would be!

If someone wants or needs to call a house salesman, they will contact you.  The incubation period online is FAR longer than it is in person... people start searching 9-16 months out.  They are not READY to talk to a house salesman... and YOU probably don't want to waste your time with THEM!  

People are sick and tired of spam.  If they register for information, they DON'T want someone calling them, they DON'T want someone emailing them and they DON'T want your constant harrassment through drip email campaigns everytime you get a new listing.

If you allow people to gather their information on their own time, at their own speed.... and your website PROVIDES that information, WHEN they're ready... you'll get the call.  

I find this is the biggest concept realtors have a problem with online.... they treat it the way they did ten years ago.  You can't hunt these people down - internet buyers are a different breed.  They want to do things themselves... they want to gather their information themselves... and you must LET them.

The reality is today everyone realtor has a website. Most look exactly alike.  All have essentially the same information, and most have next to no VALUABLE or USEFUL information.  All have the MLS.  If you want to win over your customers, build a website that provides valuable, current, local original content.  A website filled with pages of generic articles and the same MLS that everyone has isn't going to win you a customer.  

If you want to prevent me from getting your 'valuable' information, by forcing me to register (and possibly subjecting me to your harrassing "spam" emails everytime I log on)...  I will just click on the next listing below yours, which most likely has the same information you have... for free.

That's just the reality.  There are no 'secrets' anymore.  Everything is out there for the public. There was a time when you HAD to contact an agent even to get access to listings.  Not any more!  




6:02pm • #11

Having made 100% of my real estate income from web site leads for several years, I believe that there are a multitude of opinions and most of them are probably right in some respect.  I do have IDX, and it is the most visited page on my site by a huge margin.  I have many carrots too.  Sold property statistics are the most popular.  That's good for me too, as the person who wants to see stats is usually a good prospect.

I've placed a great deal of information about how I do it (again I'm not the only answer) at this link on realestate.about.com.

6:08pm • #12
3 Featured Posts

What a dangerous strategy to view your website as nothing but a lead generator.  My website is another tool to brand myself and build relationships - just like my direct mailings, phone calls, open houses, and every other action I take.  Therefore I stand my ground that giving the consumer what they want without forcing them to register is the way to go.

I don't think I explained my site's structure very well:  Consumers can search properties without registering through my IDX solution.  If they want to use some of the additional features, like saving their search for the next time they visit my site, then they have the option of registering.

I could force them to register and work all those leads in order to find the 10% that are "A" buyers.  Or I can let them register at their own will and find that 90% of those are "A" buyers.  With all that free-time that I'll have from NOT calling dead-ends, I can be calling my COI (or SOI) - a source I know will result in business.

TulsaMetroRealtor.com

6:20pm • #13
186,726 Points 28 Featured Posts Outside Blog

Obviously, there are different schools of thought-and if what's working for you works, don't kill it.  I have them register if they want additional information, or if they want to save a search.  They can search at leisure otherwise.  Seems to be working.  As for the fake info-those folks still log back in and search, know that I can't contact them, but that's cool.  I do know that if I get a real phone or email, that person is raising their hand for help.

In regard to what Elaine said about alienating people if they're getting 'wrong' searches because their criteria have changed.  I can't figure out how folks get off getting alienated.  When they ask to be on the VIP list and get automatic updates based on their criteria, but won't respond to emails asking if they're getting the right stuff-how is that my fault.  Still haven't figured that one out.  I'm not a mind reader.

6:49pm • #14
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Dittos here Leigh - I operate excactly the same way.

I don't question at all if people leave fake names and phone numbers. It's pretty easy to simply register as John Smith and 000-0000 as a phone number. That means they don't want to be contacted and that is just fine.  But when someone signs up with full name, address and work, home and cell phone numbers, I assume they want to be contacted. In fact, lots of people even leave comments with additional details.  Most people thank us for the service we provide.  I don't know any other websites in the area that will provide automatic emailed updates without a registration. 

I think we can all just agree to disagree.  My systems work for me.

7:41pm • #15
26 Featured Posts

Statistics show a large percentage of people who come to my website go straight to the IDX search. I pay around $135 - $150 for my upgraded search. The return has more than justified the expense.

Some search and don't contact me ... there's no additional cost to me so I don't sweat it much. Others not only look at the search but then go through the rest of my site. And then my blogs. And then they contact me. Or maybe they just want to look at the cute beagle (a lot of people go there, too.)

I could pull the IDX feed off my site. Or require registration. And then the folks who don't want to register will go to one of the other three or four dozen websites locally that offer no-registration IDX. Seems like a silly choice, at least here in Phoenix. But real estate is local, afterall. 

9:24pm • #16
I have to admit that leads aare leads. It get your foot in the door. You just have to keep knocking. I also have had experiances with lead companies, one a will known one here in wa. tah were just out to take my money. (I hate to say that about them, but?)
9:34pm • #17

Eileen "I'm strongly thinking about the Steve Davis technique...that if I can't contact them...then they're deleted from the system. Again, the Mike Ferry adage: You can't loose what you don't have."

 

I have already used this technique, On my website I require registration for free info, most of the time I get all valid info some times i get just an email and everything else is fake, the email gets added to my newsletter and the lead gets deleted. My HV and JL got the same,

10:23pm • #18
JAN
07
2007

UNBELIEVABLE

Ill I can say is "HOW LAZY".  So you get some bad leads what about the good ones.  What about servicing your clients?

Here is my list of questions.

1)      If you're not providing listings on the web for you client's maybe they are using my site?  And guess what, when they are ready they will contact me. 

2)      What website do your clients tell their family and friends to visit when they want to see the home they just purchased?  Hopefully mine.

3)      The average buyer spends 1 hour a day on the web looking at houses.  If they aren't on your site where are they?

If you're relying on your company site or Realtor.com you might as well put the wrong phone number on you business cards because your clients wont find you.  If you think the services you provided your clients over the past 5 years are going to continue to work for the next 5 you better not spend money on anything cause you will need every penny.

Fred

Fred Flinston
12:51am • #19
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Fred sold me. I disabled the links on my site to the public side of our MLS because it had contact info for the other agents.  I will put IDX in its place.  I am thinking the no registration for now.  I have always been an open achitecture guy.  If they want to work with me then I want them otherwise let them shop all they want.  They may come to me later.
2:10am • #20
10 Featured Posts

Leigh: Where the "alienation" comes into play according to what people have said to me is, perhaps they told the agent they don't want white woodwork. If an automatic search delivers homes WITH white woodwork, then the buyer thinks the agent hasn't listened. Generally, the features they note are those that can't be entered as criteria in the MLS system, or at least they're not a searchable feature in our MLS. In order for the buyer to not be sent an 'inappropriate' listing, it would require the agent to review the photos prior to allowing the email to be sent.

As Linda says, I think we each just need to do whatever we're comfortable with. If what we've been doing seems to be working, stick with it. I don't stay with sites that make me register, so therefore, I don't feel comfortable asking people to register on my site. But that's just my opinion.

I noted in a post about McAfee's SiteAdvisor.com. They check websites for spam or bad content or links then assign a green, yellow or red checkmark. When I found this site, they had already checked out my web site and had apparently sent an email to me to check for spamming or periodic emails afterward. People can install - for free - the SiteAdvisor button on their toolbar that will warn them if they are about to visit a site with spam or porn. You all might want to check what info SiteAdvisor is showing others for your site. Also, once that tool button is installed, anytime a search (such as a Google search) is done, the search results will show the colored checkmark for the resulting sites listed in that search.

9:07am • #21
205,311 Points 6 Featured Posts Outside Blog
I just changed my idx link to wolfnet it has a terrific back office.
11:15am • #22
1 Featured Post
Most of my clients that I closed last year, I met through my IDX on my website.  I think if it is set up right, it can be an awesome tool.  NO REGISTRATION!  Having people register is a bad mistake.
11:18am • #23

I have been dealing with internet leads for 5 years and they remind me of open house leads.  You have to be in it to when it.  I have active leads now.  That is after sifting through tons of leads.  I am considering getting a buyers agent if I have enough leads. The leads are not always conisistant.

12:42pm • #24
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Jennifer - "Having people register is a bad mistake." 

I wouldn't make such a "broad brush" statement.  It may be a mistake in some markets and it may in fact be a mistake in yours but it has provided me with an endless source of leads.  I started with one buyer's agent which was always my intention in the beginning.  But the leads that my IDX site with registration produced caused me  to add 2 more buyer's agents.  I'd be happy to discuss my systems off-line if anyone wants to call or email. I Don't want the competition in my market place to read any details.  :-)  

As Jonathan said above - all real estate is local.  You have to adjust your systems to your locale.  I am constantly tweaking and learning.

1:22pm • #25
450,893 Points 2 Featured Posts Outside Blog
Right now we have registration necessary for our IDX, but we have gotten very little from it.  I've pondered the notion of having no registration, but never really tried it.  Thanks for the post.  I think we'll set it up with no registration for a trial run and see where it goes.
1:55pm • #26
226,235 Points 41 Featured Posts Outside Blog
Just adding my 2 cents =)  My site has IDX, no registration required.  I'm a fairly new agent and may be doing something wrong, but I've not gotten one single lead yet off the site.  After reading our annual Florida Realtor Real Estate Solutions Guide which awarded "best site of the year" to an Orlando team using "tons" of lead capture pages, I wondered if maybe my own dislike for having to register had led me to make a bad business decision?  Since REALTORS more seasoned than I seem to be on both sides of the fence on this issue, I'll keep it the way it is for now and keep an eye out for improvements down the road.  Thank you all for your willingness to share!
7:58pm • #27
13 Featured Posts

I'm trying to catch up on a bunch of responses at once, so I'll break them up into two or more responses... 

Fred Light - I could not agree more!

Jim Kimmons - thanks for the link to more tips and advice.  Your blog and it's further links are very much on the line of what I've found to be the best advice around the industry in the short time I've been playing with our website and exploring both lead generation and SEO relating to it.

Anthony Clark - I don't for a minute view a website purely as a lead generator, but for many people I think they see the expense and time related to building, maintaining and even growing a web site as requiring some return on all that investment that they can tangibly measure, and leads are the most quantifiably measurable ROI stat around - especially if someone then tracks how many of those turn into sales.

Leigh and Linda, I can't explain the fickle nature of people, today they might want to be contacted, tomorrow if they get a drip email they'll be furious.  Go figure...

Jonathan - I know people only go to Angelic-RE to find Enoch pictures!  Actually, the single most visited blog on our site is Enoch the Howling Elf and the second most visited is about The Worst Listing Photo Ever, which also featured a dog (strangely sprawled on a chair/sofa as the feature picture of a listing in midtown Manhattan).

Fred Flinston - If data says lead generation goes down when IDX goes up, maybe you should open your mind and ponder the point of the blog productively.  I didn't say it was the way to go or not go and nobody that replied before you did, either, but at least they chimed in with an open mind and something worth while to say, since I don't see anything about laziness in either choosing to have it or not have it.

8:34pm • #28
3 Featured Posts

I wasn't suggesting that you held that philosophy.  My comment was in response to Tori's earlier comment.

TulsaMetroRealtor.com

8:40pm • #29
13 Featured Posts

Part 2 of 2 of a response... 

Elaine Reese - thanks for the SiteAdvisor tip.  FYI, none of our sites were listed, but I have (for better or worse) submitted them all for review (our residential site, Angelic-RE, our corporate site, Angelic-CRE and our parent & investment brokerage and advisory site, Angelic Real Estate).  You also hit on a good point, what people want to get when they register can be something very specific - that requires a human search filter.  That, a drip campaign or other computer generated response can't do, which means it hurts you and alienates people.  Time to find a good way to add a caveat/disclaimer note to cover yourself and no offend - and perhaps generate a live phone call for better and more personalized search information?

Jennifer Giraldi - how did you meet them through the IDX link if they weren't asked to register?

Jim & Maria Hart - please report back if you have any noticeable short-term results after taking the registration requirement off.  I'm very curious.

Maggie Dokic - maybe try having two sites, one set up with lots of "carrots" and one with an IDX but no registration.  If you use a free template site for one of them (like Point2Agent) it won't cost you anything.  If you aren't with Point 2, try the new National Listing Service (NLS) to post your listings on anyway for extra exposure.

AND FOR ALL TO PONDER OR ANSWER - Do you have a link that is open MLS access (which gives the listing agent's contact info) or a link that has details but no listing agent information, which at least in theory means they will contact you about a property they find an like and you won't just be helping other people get paid commissions.

8:51pm • #30
10 Featured Posts

I link to my broker's site which is linked to the MLS. Our laws require that the listing broker and agent's name and phone be listed on any listings. So when someone views homes through that means, they will be able to see the name of the competitor. But our competitors have the same laws to abide by, so I guess it evens out.

You asked Jim & Maria to report back if they notice a difference when they remove the registration requirement. I do PPC. Early last summer I made a change to the PPC ad copy to include these words: "No registration required." Afterward, I noticed a substantial jump in the number of hits and traffic to my site.

I should add that I view my web site as a main way to sell my listings, rather than attract relocating buyers. I prefer to work with local buyers (no relo fees). So with that in mind, I don't want buyers to have to register to get info on my listings. Those who want to work as Buyer's agents might prefer the registration. That may be why there is a difference of opinion here.

9:15pm • #31
110,235 Points 26 Featured Posts Localism Sponsor Outside Blog
Gabriel, my new blog is still not up and running but, my 'search homes' tab is there and it does what Elaine's does, goes to my Company website and they can access the MLS info there.
9:17pm • #32
160,892 Points 43 Featured Posts
Gabriel, good topic and great discussion. Do you think different markets have different types of clients or is it the same regardless of the state?
9:57pm • #33
4 Featured Posts

Anthony and I tend to disagree on marketing in general.  That's o.k., though - what works for one doesn't necessarily work for another.

Anthony states "What a dangerous strategy to view your website as nothing but a lead generator.  My  website is another tool to brand myself and build relationships - just like my direct mailings, phone calls, open houses, and every other action I take."  I don't see how it's dangerous to view my website as a lead generator.  IMO, the whole purpose of marketing (whether its website, media, print, etc.) is to develop leads and get us business.  Anthony considers his website as a tool to build relationships.  We use personal communication for that.  We call the people that leave their information and develop a relationship from there.  I don't know how a one-sided thing like a website or mailings can "develop a relationship."  They're reading.  They aren't interacting.  Until you get two sided communication going, you have no "relationship."  In regards to branding yourself - direct mailings (sorry, but you're another piece of trash in their garbage can), a website they don't have to register on (They'll read your info and and move on to any number of websites).  Are they going to remember who wrote what?  Are they going to bookmark your site?  Highly unlikely.  You need to catch them while you can - or they're gone. 

You may disagree with my methods, but most people that we get in contact with are happy to hear from us.  Even if they're working with an agent (or have a sister that is an agent), they're happy that we call and are very, very friendly.  I don't consider that to be a dead end.  The more people we communicate with in the neighborhood (regardless of whether they become a client), the better off we are. 

"With all that free-time that I'll have from NOT calling dead-ends, I can be calling my COI (or SOI) - a source I know will result in business."  Anthony makes it sound like we're wasting hours and hours calling dead end leads.  Quite the contrary.  We e-mail everyone first thing in the morning (that takes about an hour) and then call those that left their phone numbers (maybe another hour).   Most people welcome the offer for assistance and are then put on auto-notify.  And it still leaves us PLENTY of time to call our SOI. 

You may agree or disagree with me, but it's working for my business (and for the people I've had to hire to work for me). 

10:15pm • #34
Localism Sponsor

For a long time I resisted including this feature on my website.  I now have it on the website.  My feeling is the consumer wants it and they want to be "involved" in the search.  If I don't offer it on my website, they can easily find it somewhere else. 

10:34pm • #35
3 Featured Posts

Since I was "quoted", I'll retort.  Tori said "the whole purpose of my website is to get leads" to which I commented "What a dangerous strategy to view your website as nothing but a lead generator."  I was a marketing major; I did not go to law school.  I guess that's why I get more hung up on principles of self-promotion rather than semantics.

As a quick review, let's talk about branding. Wikipedia describes advertising/promotion as establishing "mind share." If I create the idea in the consumer's mind that I am the one to call when they have a real estate need, then I've created that relationship.  It only takes the 2-3 seconds for the consumer to see my rosy little cheeks before my post card goes in the trash.  In those 2-3 seconds, over a period of time, my mailings (because they go to my "Mets") will brand me.  Mission accomplished!  If my site gives them the information they want & need - 80% of the time a great search function - why would one assume they will move on?

At least Tori and I can agree to disagree...?.?      :)

TulsaMetroRealtor.com

11:35pm • #36
JAN
08
2007

Anthony - we can totally agree to disagree!  :o)  That's the fun (and benefit) of sharing ideas and thoughts.  That's why I said "Anthony and I tend to disagree on marketing in general.  That's o.k., though - what works for one doesn't necessarily work for another."  In my area, this works.  In your area, it might not.  In my area, mailings are basically throwing money away (regardless of how schnazy the marketing is). 

Oh, and I totally appreciate your marketing background - my best friend from law school was in advertising prior to becoming a lawyer (something she misses quite a bit).  As such, she's my "advisor" - whenever I want to try anything new, she gets a phone call and we discuss it in length before I invest any $$$$.  So far, we've been right on track for what works in this market. 

8:04am • #37
13 Featured Posts

Elaine, that's great insight and relevant experience.  It is clear that internet property browsers do not want to register to search MLS data that they can find somewhere else, without registering.  The only way to really get internet leads, I believe, is to have some "carrots" - proprietary/unique things they can only get from your site, by registering.  This is a major theme of Michael Russer's seminars (I was on one mini-seminar he did by conference call).  Searching property databases is one people are loathe to register for.

Mark - I think that comment holds true anywhere.

Anthony and Tori - I will point out to both of you that even a one-sided "relationship" via a website can be "interactive" (and yes, this is another Michael Russer theme, but he has some very good ones).  A well put together site makes sure it literally asks questions and makes inclusive and engaging statements - a good website is not about "I do this and I did that and I'm the best because" but instead has lines like "are you looking for ___"  or "Would you like to make sure buying your next home goes more smoothly than the last one" or "Do you know what recently happened to a seller in such and such a situation...it was nearly disaster because they weren't told XYZ..."  Just having a site to be a marketing tool doesn't mean it has to be a billboard.  It can, to a limited extent, be the same as your side of a phone conversation, and while you can't hear the response, the consumer is mentally responding as they read.  I say this to both of you because while I hear you saying this point, Anthony, to Tori, I respectfully submit that your website is still an "I, I, I" website (I'm Anthony and do blah blah blah", About Me and My Blog tabs all scream "I, I, I".

9:09am • #38
3 Featured Posts

Gabriel  Excellent point about the "inclusive and engaging statements."  My site is in serious transition right now anyhow (did you see it a week ago?  blah.) so I will address many of these issues.  I appreciate your insight.

TulsaMetroRealtor.com

9:52am • #39
13 Featured Posts
Anthony, if I helped I'm very glad.  You obviously care about making your site work for you in a lot of ways, which I appreciate.
10:46pm • #40
JAN
09
2007
10 Featured Posts

I agree wholeheartedly with Fred Light and those that have weighed in along his reasoning.  There has to be something 'there' to engage people beyond a picture of you and the kids, you and the dog, you and the cat, etc. and they need to engage far sooner than they did 10 years ago... on their terms.  IDX provides that something.  If you're out hunting listings, IDX will generally disappoint but if it's buyers you crave, there's little better.  Buyers go online for basically one thing:  listings in a specific place.  Not an agent!  So if they come to your site and register, great (I blogged this as well recently)!  If they don't, don't sweat it.  Give 'em the candy they came looking for.  Think of it like this:  if you go out trick or treating on Halloween and visit a house that's giving away good candy, aren't you going to tell all your friends you see on the road to be sure and stop off at that house?  So what if the lady with the candy asks them to take the mask off in exchange for more candy, eventually they have a decision to make-- and eventually she'll get to see their face! 

10:44pm • #41
JAN
10
2007
13 Featured Posts
The problem, to me, Chris, is that everyone has an IDX feed.  When something is free and everywhere it has no value.  No value means no differentiation.  That doesn't mean don't have an IDX feed, that means that if you want to maximize lead generation through your website you need something UNIQUE.  That can be your blog, a special report that can only be gotten from your site (one brilliant one I heard about was entitled "how to turn your 401k into a vacation home" or something like that.  It was done by an agent that specialized in vacation homes, of course, but the point is it was something completely unique and only available from that site, that agent, and with registration.  When people say they lose lead generation by adding IDX its because they suddently started giving something away free that didn't require registration, so people focussed just on that.  Something UNIQUE, though, better gets to Fred's point of ENGAGING them - because that engages and is something that is brandable and memorable both.
8:26pm • #42
JAN
12
2007
105,622 Points 17 Featured Posts Outside Blog
Gabriel, I just wanted to let you know that this well-deserving post is included in the ActiveRain Week in Review.
4:48pm • #43
JAN
13
2007
212,647 Points 56 Featured Posts Outside Blog

I had missed this post Gabriel and got to it because of Leanne's week in review - you make a great point and helps to make up my mind about the lead generation capabilities that lay unexplored on our site.  I have many changes to make! Thanks.

Ines

8:24pm • #45
FEB
25
2007
Has anyone changed their website as a result of this discussion and what were the results.  I am considering removing my IDX registration requirement.
10:10am • #46
13 Featured Posts
Ryan, I have a feeling that this discussion thread is too old for others to be tracking it anymore for such feedback.
11:58pm • #47
FEB
26
2007
I received to replies directly from this link.  The feed back was good.
10:47am • #48
124,510 Points 4 Featured Posts Outside Blog
I think with the adjunct of almost everyone offering IDX, if they have to register at your site to get the info they are on to the next one.  Gotta give value, keeps them coming back too.
10:57pm • #49
MAR
07
2007
13 Featured Posts
I agree, Tim, registration is a complete turn off - it's just the way it is with internet real estate shoppers - FOR REALTOR SITES.  The funny thing is few people have an issue registering for a Zillow or similar non-vendor site!
8:28am • #50
MAR
10
2007
126,100 Points 1 Featured Post Outside Blog

Great discussion - I have found that I get more leads from my sites with a good IDX solution!

The registration issue continues to be inconsistent in performance for us.

7:31pm • #51

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Gabriel Silverstein, SIOR

Manhattan, NY

More about me…

Angelic Real Estate

Address: 100 East Huron Street, Suite 4904, Chicago, IL, 60611

Office Phone: (212) 444-8520

Cell Phone: (646) 727-0837

Email Me

This blog is where I explore, comment on and even rant about industry issues for commercial and corporate real estate professionals and occasionally throw out thoughts on the residential side of the world as well (why, since we don't deal with residential? I guess because nobody can stop us from doing so and as this latest subprime-primed recession proves, housing matters even if you're not a house jockey).


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