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Is A Website A Necessary Part Of Your Marketing Arsenal? Maybe Not...

Services for Real Estate Pros with Zillow

February 26, 2008 07:01 AM

I was recently on a panel to discuss Web 2.0 principles and an interesting discussion ensued regarding if it was actually necessary to have a website anymore as an Agent.

What sparked the thought was talk around how expensive and labor intensive it can be to maintain optimum search engine ranking. Another challenge was keeping the content on website fresh and relevant, especially when it is necessary to go through a web developer to update them.

Ultimately, everyone agreed that the more marketing you are able to do, the better. But when you are dealing with limited time and resources, you have to make choices. This lead to the question, is a website necessary?

Fiduciary responsibility to advertising your Seller's listing- When you get a listing, it is your job to get that listing in front of an audience. The first thing you do is enter the information in the MLS, which automatically gets it in front of a large audience of Realtors. Further if your MLS or Brokerage has partnerships with other websites, the information is distributed to them. The listing also appears on your company's and/or Broker's website. Then we look at the top consumer sites, most of which are free to post to, and your listing can easily appear on all of these by subscribing to a listing syndication service. Getting the listing in front of millions of people- check.

Electronic Brochure- What about having a spot on the web to direct people to for more information? Take your pick of almost any site you listing is currently appearing on, and it is bound to have a unique URL (recommended to pick your Broker's site if possible). Next, simply to go to GoDaddy.com and purchase a web address relating to the property for a few bucks and point it to this listing's page. Electronic brochure with a customize URL- check.

Farming for new business and lead generation online- This is where a blog can pay off huge, as the benefits of blogging have exploded in the last couple of years. One could argue that a blog is actually a website. But this type of "website" optimizes incredibly quicker and often better than a traditional website ever could! You can take it a step further by easily including a widget in the side bar that searches the IDX, turning the blog into a lead generation tool. These leads are on top of those that you will receiving from conveying your personality and your expertise to the public through your blog.

These are just some of the reasons why I believe you can have a very effective internet marketing plan without a website. To take the plan to the next level you can add resources like: subscribing to lead generation services; commenting on other blogs; participating in Discussions and Real Estate Forums; and getting involved in social networks like LinkedIn, Facebook and ActiveRain.

There are so many resources available to as Realtors (most of them cost nothing or are a benefit from paying dues), you can cast a very wide net online without the trouble of maintaining a website strategy.

I am curious to hear if anyone has altogether forgone a website in lieu of listing distribution and Web 2.0 marketing techniques?

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Bob Stewart

ActiveRain - Seattle, WA

ActiveRain Ambassador

Bill,

I agree. Not a reason to give up everything else. But let's say you are just starting out and you are looking at paying $29/month (I actually have no idea what websites range, I would imagine some are cheaper, some more expensive) for a website. What do you get from that website? In most cases it is a place for clients to search for listings. If you have an IDX solution in your blog.........then what do you need the website for? Because everyone else has one?

Feb 27, 2008 03:52 AM

Brian Kreick

Willinger Real Estate - Wenatchee, WA

I think it is important for agents to have their own site. It doesn't have to be anything fancy or cost a lot of money. It just needs to contain more information about the agent and most importantly be a place where prospects can view homes.

Feb 27, 2008 04:14 AM

Benjamin Clark

Homebuyer Representation, Inc. - Salt Lake City, UT

Buyer's Agent - Certified Negotiation Expert

As you have reasoned, an agent could still survive and thrive without a website, but I don't think many will choose to do so.

Part of the value of the third-party sites is pointing them back to your website.

Although your website content can and should change regularly, most people with a specialty will want their consistent message available at all times on their own website.

Although one could pay $29 per month (or much more) for a website, you can have a multitude of legitimate websites for under $10 per month (total).

Most of the up and comers will be able to build and maintain their own websites and not have to pay the $100+ fee that some of the older generation pays because they may not have acquired the skills to do the work themselves. (and many have!)

Feb 27, 2008 05:04 AM

Bill Roberts

Brooks and Dunphy Real Estate - Oceanside, CA

"Baby Boomer" Retirement Planner

Bob, There are reasons beyond IDX to have a website. Contact management is just one of them. There are also forms and disclosures which can be downloaded. Local market data and maps are some more reasons for a website. One closed lead pays so well that any amount the agent is paying for their website is peanuts in comparison to the value.

Bill Roberts

Feb 27, 2008 05:19 AM

Lee Walsh

SecurityNational Mortgage - Lake Mary, FL

Executive Talent Scout for Mortgage Professionals

Sara,

I think it's a good question. The answer is yes but maybe not for the reasons you think.

Ranking does not matter, but it's a good thing if you have it.

I think it's as expected as a business card is!

Feb 27, 2008 06:43 AM

Sara Bonert

Zillow - Atlanta, GA

Real Estate Internet Marketing

Lee and Bill- Just want to be clear that I don't think it is an either/or thing. I think it is a resources thing. You are right that it costs peanuts to have a website. But where the question really comes into play is- what about when you start devoting a lot of time and money into paying for search and optimizing and customizing your site. At that point, does it make more sense to align your resources in a different way.

I so often hear from people that you absolutely have to have a website. I think unrealistic expectations get set that you can "build it and they will come". Today there are so many other ways to actually go out where "they" are and get involved with "them", that I wonder if these new ways could actually phase the website out as anything more than an ebusiness card.

Feb 27, 2008 06:52 AM

Bill Roberts

Brooks and Dunphy Real Estate - Oceanside, CA

"Baby Boomer" Retirement Planner

Sara, I think that too mucn money is wasted on SEO. A blog generates excellent SERPs. Use that to drive traffic to the website. Save the money you're spending on SEO.

Also for Bob Stewart: a website can be a key tool in transaction management.

Bill Roberts

Feb 27, 2008 07:05 AM

Marzena Melby

Coldwell Banker Burnet Realty - Richfield, MN

Realtor, Twin Cities Minnesota Real Estate

Sara - The Internet is the greatest tool we've ever had, not utilizing it is detrimental to one's business.

Mar 01, 2008 12:57 AM

Missy Caulk

Missy Caulk TEAM - Ann Arbor, MI

Savvy Realtor - Ann Arbor Real Estate

Sara, I think web sites are getting to be obsolete, not in how many their are, but their usages. Blogs that have the ability to find homes are the future. I am looking at that option right now, I use to get tons of leads from my web site, but no more and I have great placement, it's just they are too full of junk, time to move on.

Mar 02, 2008 11:17 PM

Hanh Brown

Canton, MI

Hi Sara!

My Investors Website captures about 60 leads a week. It was quite a task upfront to develop a website (we did it ourselves), now we let it sit and maintain it (it is still a big task) andlet it go on auto pilot!

Needless to say, it has been a huge powerful tool.

Please visit and say hello http://www.investorsloungeonline.com/.

We can povide a website for investors, agents, lenders, etc!

Hanh

Mar 03, 2008 03:31 AM

Anonymous

James Cox - Seven Design Studios

A website should be the hub of all your marketing efforts, a place where you have total control of the user experience. All of your web 2.0 efforts are the spokes designed to drive more traffic and leads to your website. Otherwise your spend your time building your profile/reputation on another website, but what happens if the site goes away, then all your effort is lost. Web 2.0 real estate websites will come and go but your website will remain. (As long as you pay for your domain name).

Mar 03, 2008 04:47 AM

#19

Anonymous

James Cox - Seven Design Studios

Mar 03, 2008 04:47 AM

#20

Anonymous

James Cox - Seven Design Studios

Mar 03, 2008 04:51 AM

#21

Barbara-Jo Roberts Berberi, MA, PSA, TRC - Greater Clearwater Florida Residential Real Estate Professional

Charles Rutenberg Realty - Clearwater, FL

Palm Harbor, Dunedin, Clearwater, Safety Harbor

My web site and blog are together and have an IDX. I also link them to ActiveRain. The next thing I am adding is MySpace to see if it generates anything. I have a page, but it has been private.

My Realtor.com web page also links to my personal web site, as does the free web page I get from the MidFlorida MLS.

Mar 03, 2008 10:42 PM

Bill Gassett

RE/MAX Executive Realty - Hopkinton, MA

Metrowest Massachusetts Real Estate

Sara - Having a website is still a viable means to expose your abilities as a Realtor online. It is not as difficult as you mention to gain rank in search engines either. The point2 platform is an excellent example of a template site that can be tailored to each agents needs, market, ect. The point2 site will also send your listing out to many of the online media sites such as zillow as well. Getting a site to rank takes a little work but it is worth it. I agree that blogging is a fantastic tool but why limit yourself?

Mar 03, 2008 11:45 PM

Anonymous

Jerry Kidd

I had the incredible good fortune to be on that panel with Sara and I can substantiate what she has said about the percentages.

I think most everyone who has commented has missed the point though. Most, not all, but most real estate agent sites have not changed much form the day the agent first put the site up. Sure, the listings may change, but the basic content stays much the same, day in and day out. Let's face the facts, it costs plenty to mount and maintain a static web site, and unless you have the coding skills, you are going to pay the website hosting company to make the changes you need to make to keep the site fresh. If you can even do what you want to do in the first place, as many template sites will only let you do what fits their templates.

Here is where a blog comes in handy. Remember, a blog IS a web site. It's a website with 3 major differences: First, it is trivial to update it. If you can cut and paste and drag and drop; if you can send an email; if you can comment on someone else's blog, you can do your own blog, Second, a blog encourages interaction with your audience. People can comment back on what you post (just like this!) and you get to establish a relationship with your readers. Third, blogs are so much more search engine friendly then static web sites are for a whole host of reasons, not the least of which is the constantly updated content.

Consider taking your existing URL and pointing it at a free blog site. Or keep your web site, set up a free blog and crosslink them.

No one said that you had to abandon what is working, but if you are like the VAST majority of real estate agents who are paying for now, and who have been paying for non performing websites, you may find that a blog is a breath of fresh air.

If you have the time, pay a visit to my blog at www.RealtyTechBytes.com.

And Sara, I truly enjoyed meeting you and sitting with you on that panel.

Mar 16, 2008 04:15 PM

#24

Real Estate Agent Websites by Ultra Agent

Ultra Agent - Phoenix, AZ

Yes, I would have to say you should have a website.

Mar 21, 2008 10:15 AM

Freddy Delgadillo

Judah Realty Group - Bellevue, WA

Real Estate Broker specializing Greater Eastside

My website has brought me new business, but not until i made a few changes and added testimonials. I started to blog and WOW! has that opened my eyes and i have been learning from others. thanks for your post and good points.

Mar 30, 2008 02:26 PM

C.T. Shuman

Real Estate One - Petoskey, MI

I have days were I feel like all I do is focus is on my website and the next thing I know it is time to go home and I have not done anything to actually sell real estate. But then I think concentrating on my web site, changing content entering in featured listings and everything else I do is selling real estate in this day and age. Not only do I think it is necessary I think it is what sets you apart from your competition.

Mar 31, 2008 01:10 PM

Thomas E. Elder

Mortgage Broker Compliance Consultants - Forest Hill, MD

Founder, Mortgage Broker Compliance Consultants

Great article, some fresh and innovative ideas. Thanks

Mar 31, 2008 03:06 PM

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