Templated websites & the importance of content.

Real Estate Agent with Keller Williams Elite Realty V67142

I am astounded when I view the competition's websites only to find that much of the content and layout is almost entirely unchanged. Many Realtors utilize templated webpage providers to get a fast and easy site up and running so that they can advertise their listings and get on board with a stronger online presence.

There is one major problem with the approach that most Realtors appear to be content taking and that's simpy having no traffic and no leads ending up on these websites. Why pay hundreds of dollars a year for a beautiful website template if you aren't going to take the time to personalize your presence?

Google hates duplicate content, and by leaving a website unchanged you have a website that is likely identical to hundreds of other competitors and Google will be content to leave you at page 264 of its search engine for your local area.

Blogging seems to be king from what I hear time and time again from industry experts. Unique, relevant content sets you apart from the competition and Google rewards those who are willing to take the time to load their website up with something worth reading. One of the things I like best about the ActiveRain community is the shared understanding and appreciation for the value of blogging.

Consistency also prevails, as it doesn't take long browsing the competition to realize that many Realtors give up blogging after only a couple of months, and their websites last update might have been back in May 2012. Even blogging once a month would set you ahead of the majority of the competition, but depending on the size of your market you probably will not be in the running without a greater frequency than that.

When I look at what my competition is doing on their webpages, it inspires me by demonstrating the sort of content that is required to reach the top. Fooling Google is a thing of the past, the algorithms they use are growing increasingly clever at determining what websites are valued by users, and we continue to see things like key word density becoming less important because Google knows that humans don't communicate by saying North Vancouver Real Estate every second sentence.

Users have to love you before Google will love you, and giving them access to the information that they want when looking for Real Estate is the key to ensuring they keep coming back. Having listings and access to the MLS is insufficient because there are simply too many websites out there with access to identical information.

Add locations and content about schools, community centres, neighbourhood history, and Google and its users will start to view you as an expert on the topics you're writing about.

Lead generation for me has transformed from door knocking and cold calls, to blogs and content and it's something I do on a daily basis to ensure Google knows that my website is relevant and updated regularly. I have a long way to go but so far my website on North Vancouver Real Estate is well on its way to being a top contender in my market www.andrewgreenhomes.com.

Comments (4)

Randy Shamburger
Movement Mortgage - Greenville, SC
FHA, VA, USDA and Conventional Mortgage Expert

Hey Andrew,

I agree and excellent website. Thanks for sharing.

Have a Big day,



Jan 02, 2014 08:49 PM
Aaron Smith
Keller Williams Advisors - Edgewood, KY
Northern Kentucky Agent & Investor

Andrew, you are right on point here. This likely follows that same 80/20 rule. Only the agents who aren't timid about the technology will take the effort to edit any fields possible with local and hyper-local content. Those who do will reap the benefits. Fantastic article. Thanks for posting!


Jan 03, 2014 07:29 PM
Rob Marken
Bend River Realty - Bend, OR
25+ years experience in Bend

We use a wordpress template.  My Marketing/Operations Manager, Michelle, has been able to customize more to our liking by using widgets to set us apart in style and design.  In addition, I agree that blogging excellent way to build unique content especially when using a templated format. 

Jan 29, 2014 12:15 AM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Andrew, thanks for the great focus of your post. You are so right,we need to set ourselves in the best position to be noticed. I like your website, very clean with focused information.

Jan 29, 2014 12:39 AM