Most realtors use websites and the internet in their business. The internet is utilized as a realtor marketing tool through advertising the real estate business and its listings and by posting MLS listings that are picked up through larger, more far reaching realty websites, such as Realtor.com.
In this modern day, the internet has become the place of preference for potential buyers to start their housing search. Large sites like Realtor.com have become know through their television, brand name advertising. This is usually the starting point for a housing search as it contains one of the largest real estate databases and can be searched conveniently by state and location.
The real estate agent needs to have a command of making a proper and effective realtor website. Then utilizing their website optimumly in their realtor marketing scheme. The realtor's website and listings should be optimized for the search engines like Google, Yahoo, and MSN. This is a pertinent point as more people are searching online. You have to have your website found in order to increase your business sales.
The problem is, most realtors have no knowledge of how a website should be designed to gain maximum exposure to the public through the search engines. They rely on the website URL placed on their business cards and Yellow Page advertisements to get visitors to their site. Although effective, this isn't the most efficient means of getting website visitors and new customers. (for more information on this, see 4makingyourownwebsite.com )
Another problem is that most realtor websites aren't utilized to the realtor's marketing advantage. A good website will not only attract visitors but also turn those visitors into long-term customers. This is where most real estate brokers miss the boat. They are relying upon a "here I am" type of website to tell people they exist and are open for business.
By applying some techniques used by direct marketers on the internet, they could be gaining more customers by offering them information pertinent to their quest to sell their property or buy a new home. They could easily obtain contact information on prospects with opt-in forms used to obtain that information. Then use this contact information to keep in touch with their customers. Making a personal connection and gaining customer loyalty.
This is far to often overlooked by the realtor. Instead, they continue to copy their competitors and make the same mistakes in their business that are outdated and inefficient. You don't want to look and act like your competition. You want to be different and stand out from them so prospects see you as a fresh breeze amidst a sea of "sameness".
The realtor website should be designed to accomodate the customer: their wants, needs, and especially their desires when selling or buying a property. Home buyers are like any other buyer. They first look around at what's out there. At that point they are just looking and not serious.
As they gain a feel for the right part of the city and what neighborhoods suit their needs, they begin their search in earnest. At this point, their emotions take over. They concentrate on the homes that appeal to then with their looks. When they find that house with the right "look", they then use the features and facts to justify why they want to make the purchase.
You've probably seen the movie, "The Money Trap". Remember that it was the appeal of the house and what it could become that firmed the buying decision. Sure, there were defects as obvious as the nose on their faces. They bought anyway. Why? Because of the emotional appeal of the house. It fit into their dream and would become a dream come true.
Just as the characters in "The Money Trap" bought on emotions and desires, so do the majority of home buyers. This emotional appeal must come through in the realtor's website listing. This is what direct marketing can teach the real estate broker. Buyers buy on emotion and justify their purchase with features and facts.
The same is true when using the realtor website for gaining new customers and expanding the realty business. An emotional appeal is needed to persuade the potential client to do business with you instead of your competitors. Everyone in the realty world is saying they sell and buy property. Many are saying that they have been in business X number of years as if this is supposed to mean something.
The realtor website needs to convey emotion and a sense of being different from the crowd. The realtor website needs to tell the story that you can help your clients with their need to sell or buy property. It shouldn't be a typical "I'm in the real estate business" website. The website shouldn't be about you. It should be about and focus on your customer's needs and desires.
If your realtor website focuses on the emotions of the potential customer, you will find people beating a path to your door and not your competitor's. You will also experience an increase in business as you'll be different and more what the client's expect, not an impersonal, boring, same-type entity hanging out a realty placard over the door.
