Luxury Real Estate Marketing: Successful Web Site Design/Redesign Fundamentals

By
Services for Real Estate Pros with Napa Consultants DRE00893924

For any luxury real estate marketing professional, a web site is a tool for attracting leads, and subsequently converting them into sales.  Here are 4 tips that can help when updating your site.

A lead is a visitor who finds your site or is directed to it. A lead conversion is a visitor who voluntarily gives you their contact information. Your luxury website must be just that. It must feel luxurious to visit your site. But, use restraint with special effects.

1. Limit Flash Movies or Animation. Better yet, forget it.

Good Flash sequences can be eye-popping and make a great first impression. But, it does not make a great second impression, if you want return business. Your site is like a gateway to information. Flash can be a gatekeeper that wastes your visitor’s time or distracts them, once the effect has been created, the first time.

Some mobile devices such as all Apple products are not compatible with flash.  Luxury sites who sought to distinguish themselves with state of the art animation and flash shows, are quickly going back to the drawing board.

Whatever you do, do not bore your visitors with a movie where you walk onto the screen bubbling with your welcome message. It is like an annoying, effusive salesperson who accosts you the moment you walk through the door. They will not come back just to avoid seeing you again.

2. Make Information Easy to Find.

One of our clients was approached by a famous luxury real estate magazine to place an ad on their website. It took five clicks and eye strain to get to the advertising section. In today’s technological world, we expect speed and immediate search results. Consider Southwest Airlines. It is easy to choose your destination. You do not have to look up airport codes. Buying a ticket is quick and easy.

3. Be Discriminating with your Outbound Links

If your site has community, lifestyles, and educational links make sure you know who these people are before you link to them. It is better to have real referrals than the whole phone book. You are building a relationship with you new prospects and existing clients. Refer only people and companies that you know, or those your friends would recommend to you.

4. Keep it Simple!

Be kind to those website visitors who may be technologically challenged. Insist that your website software is compatible with the majority of web users so that your visitors do not have to download the latest and greatest gizmo just to view your site. Otherwise, if visitors do not upgrade their browsers, plug-ins or media players, they may not be able to see parts of your website. And, they will quickly abandon it .

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Comments (12)

Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Ron & Alexandra,

Very true.  We're modifying Cherise's personal site with our IT dept - SEO still intact!  But will look into improved branding this next year.  As far as flash goes, great advice.  If it doesn't show up on the iphone, then better not have it on the website!

Nov 13, 2010 05:33 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thanks Gordon for your comments.  Technology and SEO info keeps moving at the speed of light, and many times people forget the fundamentals.

Have a wonderful weekend, A

Nov 13, 2010 05:36 AM
Michael A. Caruso
Surterre Properties - Laguna Niguel, CA

Thanks for the tips. I am always looking for ways to improve my site. Have a great weekend!

 

-Michael

Nov 13, 2010 06:31 AM
The ATC Properties Team
Keller Williams Realty West Monmouth - Rumson, NJ

My team and I recently toiled with many of these issues and I'm happy to see we came to many of the same conclusions you've recommended!  Maybe this is a sign we are hot on trail of developing a successful luxury RE website.  Btw, stripping the flash components was one of the tougher decisions we made... 

Shawn

ATC

Nov 13, 2010 06:45 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael,

Delighted that this helps.  A

Nov 13, 2010 10:37 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Shawn:

Flash does not equal cash, many of the successful luxury retailers have learned that and have redesigned their sites for all Apple mobile devices.  They know that people are shopping on the go.  Wishing you continued success.  A

Nov 13, 2010 10:40 AM
Cece Blase
Paragon Real Estate Group - San Francisco, CA

Great suggestions. I will take the links idea and put it to use! And yes on the Flash.  I learned the hard way when I got one of those fancy websites for one of my listings and my hi-tech clients complained about not being able to see it. We had to start all over again from scratch!

Nov 14, 2010 06:01 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Cece,

Thanks for your comments.  We are glad that this was useful to you.  Wishing you continued success! Have a great week.

Nov 14, 2010 08:34 AM
Caroline Gosselin
Prominent Properties Sotheby's International Realty - Short Hills, NJ

As someone who is always looking to redesign my site... I found these tips helpful. Thanks for sharing!

Nov 15, 2010 02:00 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Caroline,

Thanks for your comment.  Wishing you a wonderful week and continued success in all your endeavors.  A

Nov 15, 2010 03:05 PM
Cindy Marchant
Keller Williams Indy NE 317-290-7775 www.marchantteam.com - Carmel, IN
"Cindy in Indy" , Realtor, Fishers Real Estate

These are good tips for all websites....flash also slows down the load which we all know to be the kiss of death!

Cindy In INdy

Nov 16, 2010 08:55 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Cindy,

Thanks, I agree with you.  I just received an email from one of my favorite purveyors of chocolate, where I had to stop buying because the site was remodeled with outrageous diizzying flash, which meant it took forever to find my favorite items.  They contacted me to find out why I was not buying, and I told them.  The email yesterday told me that they had listened to me, and they have a plainer site to facilitate purchase on all mobile devices that don't recognize flash!  They understood that point!  Thanks for stopping by.  A

Nov 16, 2010 09:43 AM