Keeping Web Visitors Coming Back for More
Even in the tumultuous world of the Internet, the main method to attract visitors to your web site has remained the same: Content Is King. Offering your visitors the information they need, in a compelling format and style remains the key to website success.
The Good News: about 75% of homebuyers turn to the Internet when initiating a real estate transaction.
The Challenge: There are a large and growing number of real estate sites competing for their attention.
So how do you provide high-quality content AND win their business?
Three Main Steps to Creating Effective Websites
Step 1: Focus on Your Audience
Step 2: Differentiate Yourself
Step 3: Easy to Read, Use and Share
Step 1: Focus on your Audience
Avoid the tendency to treat your website just as an electronic business card. While prominent contact information, personal statements and testimonials are necessary components of your site to establish your credibility, balance your advertising content with rich information on your market, listings data and other relevant resources.
Relevant Resources that Attract Customers (and Generate Leads)
• Large Listings Inventory
• Sign up for Listing Email Updates
• Sign up for Homebuyer and Seller Guides
• Sign up for a Monthly Newsletter
• Your Listings Showcase
• Marketplace Information and Statistics
• Updated Mortgage Rates & Loan Information
• Local Neighborhood Resources
• Relocation Resources
• Updated Real Estate News
Step 2: Differentiate Yourself
Once you have the content that matters, the next step is to create a compelling web presence that is different from the crowd.
NAR membership has grown by over 50% in the last five years, but now many real estate markets are now slowing.
While it may seem counter-intuitive, in this type of environment, being recognized as the go-to specialist can be the key to long-term success – versus trying to be everything to everyone.
Avoid generic statements like “I will sell your house faster and for top-dollar” and focus on the unique capabilities that you bring to the table.
Build your site to both articulate the range of services that you offer and to re-enforce your strengths through data and testimonials:
Potential Points of Differentiation
• Investment Real Estate Expertise
• Efficient, Quick Closer (backed by data)
• Specific Neighborhood / Subdivision Knowledge
• Architectural Styles / Property Types
• Vacation / Rental Management
• Pricing Strategy
• Property Preparation / Staging
• Prequalification / Creative Financing
• Complex/ Aggressive Negotiations
• Relocation Resource
Step 3: Keep your Website Easy to Read, Use and Share
An ideal website has great content that’s easy to read, with an engaging design that is easy to navigate.
An easy-to-read website includes content written in an honest, appealing style that speaks to your targeted audience.
An easy-to-navigate website design means that majority of data is at most three clicks away with consistent well-defined navigation structure.
A successful website means that the actions you want your visitors to take are clear and compelling.
Rich well-organized content attracts web visitors.
But if your ultimate goal is to get your visitors to pick up the phone or fill out a form, don’t be afraid to ask for it.
Include on your site easy-to-use features like “Email this listing to a friend” or “Schedule an appointment” on each listing, or include with any buyer articles the offer to “Subscribe to our Informative Emails.”
Offers like these help your web visitor get access to the resources they are looking for, and help you generate leads.