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Author: Sam Prochazka
You get a new real estate website, add your listings, open the doors and... no one comes in! What gives? Here are 3 reasons why websites can fail, and how you can fix them.
Reason 1 - The website sucked
Not all real estate websites are created equal. Here are some of the common reasons they can suck:
a. The website hasn't been updated in ages
b. The website offers less than the public MLS website (Realtor.com in the USA/Realtor.ca in Canada)
c. The website is badly designed (bad Flash menu, too many images, very little content, etc.), eliminating your ability to rank well in search engines
d. The website looks terrible (ill-formatted, bad colors, old, ugly, etc.).
Successful Realtor websites are well-designed, dynamic, often updated, and offer vast amounts of information to visitors that they can't get anywhere else. Statistics, neighborhood trends, extra listing information, photos, market news are just some of the things every good real estate website NEEDS.
Reason 2 - The website promotion sucked
Trendy doesn't necessarily = money. Twittering away into oblivion doesn't immediately translate into traffic and leads from your website. Your time is best spent on things that are guaranteed to work - here's a dumb question: is your website address on your business card? Most Realtors will answer "No." This is probably the second quickest way to get people to your site. The first is targeted online advertising, like Google Adwords.
It is also vital that you start writing content on your site ASAP. An article every day or two that is actually valuable to your target - like regular neighborhood updates and real estate market discussions.
Promoting your website takes time and diligence, but avoiding the wrong ways is easy and will save you time and money. Consider the following (make sure you've corrected Reason 1 before continuing):
a. Blogging and email newsletters. Include a weekly blog entry (real estate market stats, etc.) and email a newsletter to your sphere of influence every month giving blog headlines and directing them to your site.
b. Flyering. Yes, believe it or not flyering (if done properly) still works like a charm! Just make sure to include something enticing on each flyer that answers your customers' main question: WIIFM (what's in it for me)?
c. Search engine ranking. Your website CAN and SHOULD rank in search engines for phrases of your choice. Make sure your website provider understands how SEO works and ask them to give you some pointers.
Reason 3 - The website looked like a scam
If your website is riddled with words like, "No Obligation," or, "FREE!!!," then you're scaring away good leads, and attracting unqualified people looking for something free.
Good real estate websites GIVE information without advertising that it's, "Completely Free!!!," all the time. As visitors use your site, you'll earn their trust and they'll be more compelled to give you their contact information.
This is a hard attitude to change, but once you try it you'll never look back!
Having a website that makes you money requires that you approach it from the right angle. Make sure you avoid these 3 mistakes that so many real estate professionals make.
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