Realtor Website Tips: 3 Key Things
The days when YellowPages was your go-to source of information are gone. Almost everyone “googles” what they are looking for, and “googling” is now even well-known lingo! If an online company can turn their name into a household verb, you know that internet presence is important. Chances are you spent a few thousand dollars getting your site set up, but what is your super flashy website doing for you? Is it sitting stagnate like most Realtor sites? Your website is a sales tool, and should be your internet sidekick; let it introduce you, speak your praises, it should help you warm up your prospects so that you can close them as a clients.
To turn your site into an effective sales tool, you need a few things:
- Great Site Design (Navigation)
- Unique Content
What is traffic? Traffic in this context is the amount of people “visiting” your website.
So let’s start with traffic. Without it, a website is rendered useless. A website with no traffic is sort of like having a corner store that no one walks into – It’s not making sales. Driving traffic to your site means people are learning about you and your listings, but most importantly, it means you are selling them on the idea of becoming a client. You can buy traffic through Google AdWords, Bing Ads, Online Banners, etc. However, it’s best to get “natural” traffic instead of paying for it. A site that is search engine optimized will more likely get sustainable traffic over the long haul, whereas getting immediate leads by say using Goold AdWords lasts only while you are paying for it. As a Realtor you need to invest in getting traffic to your website and depending on your region it may be wise to purchase ad words, or invest heavily into Search Engine Optimization. There is no one strategy that can be applied to every site because each website has its own challenges. For example if you practice real estate in an area with low online competition, it would be wise to do a lot of Search Engine Optimization, but if your living in Los Angeles, you could pay tens of thousands and still not end up on the first page of Google because the competition is so fierce. Do a little bit of research and find out what the best online marketing mix is for your site. Best way to do this is to call a reputable online marketing firm in your area and ask for a online marketing evaluation for your site (a lot of them will do this for free).
Great Site Design:
Site design is important, and the importance of navigation outweighs that of how flashy your site is. Users get frustrated when they cannot find the content they are looking for quickly, and the faster they are able to find it, the more likely they will want to contact you. Facebook invests millions upon millions in user interface design! They know that the smoother the site operates the longer you will spend on it. Now, for them it’s about ad impressions but for you it means that the prospect is more likely to become a client. Focus on creating sites that are not only visually captivating but are also easy to navigate. Installing Google Analytics is a good idea; it gives you a snap shot of what’s going on your site. You might find people are spending a lot of time on one portion of your site, and you can consider bringing that content to the front or making it easier to find. You can also check the bounce rates to see how many people are leaving your site – if they take off after hitting your home page, you probably need to rethink the whole page design. Great site design means continually optimizing to the point that a good portion of your site’s visitors are converting into leads.
A picture of yourself, your listings, and your contact info. These are the bare bones of every real estate site. But if users see that on every Realtor’s page, what makes your site any different? You need to deliver unique content to attract users. Think creatively about ways to promote content that users may not yet have seen in your area. Maybe post a blog article like “Who lives next door?!? Celebrity homes in _________________”. Think about ways to communicate to your prospective clients that you are a unique Realtor. Also, give them access to free reports, or other information that may not be readily available to them. However, make a deal – any information you give away should get you something in return (particularly their e-mail, and full name – we will talk more about this is e-mail marketing). Overall, the old saying remains true… “content is king.”
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