Content Your Visitors Want
The key to successfully marketing your
website is to understand that the traditional approach
of selling to the client does not work on the Internet.
You cannot think of your website as a brochure or
Yellow Pages ad. Far too many sites make the mistake
of trying to sell to the client rather than provide
the information they really want.
Homebuyers visit the Internet for information that
will help them in their purchase. They aren't necessarily
interested in all the Million Dollar awards you've
won or your 25 years of experience. Even if you have
a website with all the bells and whistles, what will
truly set you apart from your competition is good
content.
It is important to make the transition from the traditional
practice of having agent-controlled data, to having
as much information online as possible. Even a few
years ago the industry was reluctant to have listings
available online for homebuyers. Agents worried that
they would no longer be needed if all of this information
were readily available online. It turns out the exact
opposite happened. Homebuyers who went online were
more likely to work with a real estate agent than
those who did not.
Internet users are accustomed to having free information
abundantly available to them. If they do not find
what they're looking for at your website, they'll
likely move on rather than contact you for more information.
With this in mind, your objective should always be
to provide your visitors with exactly what they're
looking for.
Listing Information
Photos are the most important aspect
of online listings. Even the most compelling description
of a property does not generate as much interest as
a nice photograph. However, many listings do not include
a photograph and even fewer have multiple photographs.
The power of the web lies in the unlimited space available.
Unlike a magazine or brochure where each photograph
would take up valuable real estate, you can include
as many pictures of a listing as you want on your
website. As far as homebuyers are concerned, the more
pictures the better.
Most listings include only a front exterior shot of
the property, but why stop there? You should try to
include photos of each room and any areas of particular
interest. Is there a nice patio, pool, or balcony?
Does the property have a breathtaking view? You can
even include floor plan images or photographs of the
street the property is on -- why not show it all?
If you were showing the property to a client you surely
wouldn't stop after just the front door!
Online, you don't have the same limitations of space
and cost that you do when publishing in a magazine
or newspaper classified ad. There's no reason to limit
your listings to one photograph. Again, the key is
to transition from the customs of traditional marketing
to the Internet. The more information you provide
your visitors the more likely they'll consider you
a valuable ally in their search.
Community Information
While homebuyers ultimately search
for listings online, most will choose a community
before they choose their home. By having the best
local area information, you'll establish your site
as the community resource that homebuyers will return
to. You'll also establish yourself as the area expert
when it comes time for homebuyers to choose their
real estate agent.
Whether you purchase a template or custom website,
it will be largely up to you to create as much in
depth content on your area as possible. Think about
what questions someone relocating to your area might
have. Take all the questions buyers commonly ask you
and make sure the answers are readily available on
your website.
This can be accomplished by creating pages with this
information directly on your site and when appropriate,
linking to other websites with more in depth information.
If you provide visitors with a list of links, describe
each link in detail so users know exactly where they're
going.
Add to this list as you find new sites of interest
and check your links occasionally to make sure they
are all working properly. websites often change and
your links to them can be outdated.
Suggestions:
Education: Public and private schools,
from pre-kindergarten to college.
Recreation: Local parks, sports leagues, gyms, and
golf courses.
Entertainment: Museums, theatres, operas, symphonies,
bars, and nightclubs.
Dining: Fine dining, fast food, and family restaurants.
City and County: Government sites, neighborhood demographics,
weather, and transportation.
Shopping: Malls, grocery stores, and trendy shopping
districts. |
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Inman
Real Estate News and Tools |
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Featured
Real Estate Company |
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Twenty
minutes off North Carolina's coastline, where
the Cape Fear River empties into the Atlantic
Ocean, Bald Head Island welcomes guests arriving
by passenger ferry or private yacht. Transportation
is by golf cart and there are no high-rises
except for "Old Baldy", North Carolina's
oldest lighthouse, circa 1817. |
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