Many real estate agents have websites. But most misunderstand how to capitalize on the technological investment. A website will not bring you business merely by existing. Like any other tool (i.e. a nice office, seminars, a fancy brochure, etc.), if no one knows about it, it does you absolutely no good.
There are two good reasons to have a website:
1. To better serve your existing customers. Allowing your clients to browse your current listings is a great reason to have a website. Include mortgage calculators, links to mortgage referral partners and answers to frequently asked questions to enhance your relationships with your customers.
2. To generate new customers . You can find new clients via web marketing, but it may not be as easy as you think.
No matter why you are webbing it, you have to get the customers to your site to benefit. Here are some things you probably already do to make certain your current customers know about and use your site:
- Print it everywhere! Your website should be in every ad, on your business cards, stationery, envelopes, flyers, all your promotional materials, and in your signature of every single email you send out (personal and business).
- Say it everywhere. All your phone messages should direct people to your website. Every time you take a call, let people know about it. When you introduce yourself, mention it… TWICE!
- Give customers a reason to keep visiting. Make something worth coming back for on your site.
- Publish your favorite recipes page (and you could include your customers’ favorites too – imagine how many times they may pass along that link to their friends!).
- Every single week you give a great web-tip. Publish it on your webpage, making sure you have permission for any information you use and give credit at the bottom of the page – just “Information courtesy of …” should do.
- List testimonials, then email the families to let them know they are published on your page.
- Make a “customers’ kids page” with published pictures of children’s artwork (your clients’ children of course).
- Have a contest! Play a “Where’s Waldo” game – hide an obscure object somewhere in your site, and have a contest for people to find it. The winners could be eligible for a chance to win a shopping spree, or perhaps they all receive coupons for a McDonald’s fry and a free inspection.
To generate new customers, you’ll have to learn to market ON the web. Not as easy, and not as valuable, but it can be done. Here are some tips:
Stay local. Obviously, the web is world-wide. But when’s the last time you gained a client in China? Don’t waste your efforts reaching wide. Narrow your target market and try and keep your online marketing targeted to your city.
Optimize Your Website. This means two things.
1. Write a list of terms that your clients might use to find you online when doing a search on Google or Yahoo and then use them within the text on your entire website.
2. It also means writing the best content possible for your website. Be clear about what you do and how you can help our clients. The search engines will automatically ‘crawl’ your website and then reward you for your hard work by increasing your rankings so new clients can find you faster! Keep in mind this can be time consuming and can get a little complex if you have a highly competitive market you are targeting. The more companies optimizing their website with the same terms you are, the harder you will have to work on optimizing your site.
If you are really dedicated, you can even create individual pages for each of your keywords. This means you have a dedicated page with dedicated content just about that specific term. For example: “Free Real Estate Comparisons.” This page can contain information about how to read real estate comps, what they mean to the consumer when evaluating their home, as well as an offer to contact you for free comps in their area. An important tip to remember is that it can take 12 to 18 months to see results with this method – but it is well worth the wait for the free web traffic you will gain.
To learn more about optimizing your website check “Website Optimization: Speed, Search Engine & Conversion Rate Secrets” by Andrew King.
You can also pay for web traffic by signing up for an ad campaign with a search engine like Google or Yahoo. These are called ‘pay per click’. You can bid on keywords that you know your clients use to find you online. You are guaranteed to appear on the results page however this exposure comes at a price. If a client does click on your ad you will be charged the amount you agreed to pay in your account. Depending on the popularity of the term, you can pay up to $10 per click or as little as $.10 per click. Each of these search engines provide excellent help in getting an account set up if you are interested in this method.
For more information about Pay Per Click Advertising check out “The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed” By Bruce C. Brown.
Become an online expert. This may involve giving some time away. This article you are reading is free, and makes no money directly. But what writing articles, an ezine, or holding chats does is establishes you as an expert. It will add perceived value for your current clients and may win you some internet clients as well.
Don’t waste your money. Banner ads, etc. just won’t give you the effectiveness you need in a local market. Most internet marketing is free, just time and knowledge intensive. Even if you plan to hire help eventually, it will pay to learn how to do what they will be doing. You can learn the ins and outs of web marketing and be much better equipped to direct your marketing campaign.
© 2009 by In Touch Today Corporation and its licensors. This article may be reproduced only in its entirety. In Touch Today is a marketing company based in Denver, Colorado, that assists professionals in increasing their repeat and referral business as well as building professional referral sources and prospecting new clients. www.intouchtoday.com
Question of the Month
We're adding an exciting new feature to Top Real Estate Strategies! Each month we will pose an interesting and/or fun question for you to think about. Share your answers with us (just email them to newsletter@toprealestatestrategies.com with "question of the month" in the subject line) and we'll compile them for a future article. This should be a great way for us all to learn more about each other and our industry!
This month's question...
What kind of client is your favorite kind of client, and how do you find them? |
