The word is out!  Internet advertising jumped 33% in 2004 surpassing levels seen during the early Web boom, and will grow at a similar rate in 2005, according to data from the Interactive Advertising Bureau. Many businesses are pulling advertising dollars out of traditional markets such as newspaper and media and switching to Internet advertising.  More and more evidence that Americans love to shop online. 

WHERE REAL ESTATE WEBSITES FIT IN

Online shoppers are motivated by self-interest.  They use the Internet to save time and to access a broad spectrum of products and information.  For example, through the thousands of IDX (Internet Data Exchange) Links and database sites such as Realtor.com and Homes.com, home shoppers have access to nationwide MLS data and they are taking advantage of that data.  Recent CAR data shows that 62% of recent buyers said they significantly used the Web in their quest for a home.  You can tap into this thriving market if you have a custom Website and good positioning on the search engines.  Call me toll free at 888-814-5347 for ideas on how you can get your share of this market.

CAN AGENTS THRIVE WITHOUT A WEB?

There are not too many ways for today’s brokers or agents to maximize sales opportunities without the support of a good Website.  Very busy agents who truly do not need to attract qualified leads because they have such a vast network of referral sources rely on Websites and Internet technology to lighten their load.  Websites can be set up to make it easy to update listing customers and customers involved in buying new construction.  Email follow up is a breeze using Internet technology that is built right into our custom Web designs.  But, the vast majority of agents and brokers use the Website to capture leads and generate new business.  Let’s look at how that is done.

The reason why so much advertising is switching to the Internet is because that is where the shoppers are.  The way that advertisers make their Internet advertising work for them is by focusing on their customers’ self-interest.  For example, a company that sells plants might set up a Website full of helpful information about plant care and breeding to attract customers who might then be encouraged to buy their plants directly from the supplier.  People who have no interest whatsoever in plants will never visit the site but who cares?  So, now let’s apply this to real estate Website design.

ALL ABOUT REAL ESTATE

 Whether you are designing your own Website or working with a designer, the content of a real estate Website should be all about Real Estate in one sense and focused on local real estate in another sense. 

REAL ESTATE IN BOLD TERMS

There are few of us today who are not totally overwhelmed by the number and types of home loans available.  An interactive section that could help people make sense of this aspect of real estate or at least narrow one’s choices could attract a lot of prospects.  Mortgage calculators are another example of useful information that belongs on most if not all real estate Websites.   How about explaining the escrow or settlement process on your Website and explaining who pays what?  

Don’t think you can simply put this information on static Web pages however.  You will need your marketing and Web designer to create an interactive format for you or no one will read your explanation.  Visit http://www.sellrealestate.net/LeadGeneration.htm to see samples of how information can be structured to generate leads. Since most people do not like to read long blocks of text, it is up to you or your Web designer to structure information in the way that your customers will respond to.

If you have a Website with good content and design elements that set you apart from your competition, the last thing you want to do is become a Secret Agent with a Secret Web.  Getting the word out to people locally and online is one of the keys to success.  In fact, knowing how you will get the word out is the logical starting point of your real estate Website.  That’s how I start when I help agents and brokers with a Free Custom Web Plan.  Why?  Because there is or should be a great deal of coordination between what goes on a Website and how it will be promoted.  If you would like a Free Custom Web Plan, visit http://www.sellrealestate.net/FreeWebPlan.asp and tell me a little bit about your goals for growth.

WHY CONTENT AND PROMOTION GO TOGETHER

Let’s say you want to attract listings from a specific geographic area in your community.  Will top search engine placement help you reach your market?  Is it important that your Website contain school information?  Would your customers be interested in how much homes in the neighborhood have been selling for?

THE ANSWERS

One: Top search engine placement will not bring you very good results when targeting sellers.

Two: School information is of more interest to relocating buyers than it is to sellers.

Three: Both buyers and sellers are quite interested in recent sales data.  Having this information on your Website would be helpful in attracting homeowners to visit your site.

HOW TO GET ON THE SEARCH ENGINES

There are two major ways to obtain search engine placement these days.  One way is to use the pay-per-click options provided by Yahoo (Overture) and by Google.  You’ll need a monthly budget for this.  A less costly way is to engage in link sharing.  For more information on Search Engine Placement visit http://www.sellrealestate.net/
SearchEnginePlacement.htm and call me toll free at 888-814-5347 if you have any questions.