Websites: Recipes for Your Success

Dom McCombs, Customer Service Manager, Z57 Inc.

Real Estate websites are getting more effective every day, and more and more agents are embracing the opportunity that the Internet presents. In order to help you gain an advantage over your online competition, we’re sharing what our most successful clients use to keep up with today’s consumer.

Our most successful clients are “Cooking up Success” by:

  • Branding a domain that mirrors the website and service.
  • Establishing a website centered on consumers and great service.
  • Creating a user friendly experience.
  • Being an online resource for real estate and the community.
  • Answering consumers’ questions before they ask.

To create your recipe for success, use the following ingredients that top producers are adding to their business and marketing mix.

  1. Collaborate with your Personal Marketing Consultant

    The relationship you build with your Personal Marketing Consultant can have a big influence on your success. Meeting with your Consultant on a regular basis is the most effective way of being informed and making progress.

  2. Showcase Properties

    Meet or exceed consumer expectations by having lots of properties on your site. Consumers look for homes -- not real estate agents -- online. Seeing your listings will get them to your site. Seeing more listings will keep them on your site.

    1. Your listings: Your website gives you the ability to showcase active, sold and/or pending properties. The most important thing is that you show homes! Don’t forget to add your Virtual Tours!
    2. GO IDX: Increase your inventory by giving consumers access to as much of the MLS as possible. Establish your site as the portal to all properties in the area.

  3. Leverage your inbound and outbound contacts

    How many calls do you get a day? How many voicemails? Your phone rings because of your constant and consistent efforts to share your phone number. By sharing your web address the same way you can achieve the same results, but instead of voicemails, you get leads!

    1. Email: Instead of promoting your Internet Service Provider, a search engine or your company web address promote yours!
    2. Branded Communications: Professionally enhance your image by branding every email you send with your picture and contact information.
    3. Email Signature with calls to action: A good signature line is not too long (keep it under 7 lines) and has all your contact information including website, fax, address, name, and title. A trend among signature lines is to include a “Call to Action” or motivating message to draw people to your website.
    4. Voicemail Greetings: Always instruct callers to visit your site after leaving a message. Remember to give them reasons to visit regularly.
    5. Faxes, Letterheads and Business Cards: Don’t let any prospect or client materials go out without your web address and calls to action.

  4. Increase your web “Curb Appeal”

    Create a destination site with great images, custom artwork, personal logos and slideshows.

    1. Brand yourself: It starts with the right web address that’s more than just your first and last name; it is an identity that is connected with your market. A simple way to build your brand is to take advantage of your web address and create a logo.
    2. Feature the area, not just homes: Support your online identity with lots of pictures. Show communities, landmarks, people and views.

  5. Got Leads?

    Search engine programs such as BuyerLinkTM leverage recent changes in search engine marketing, such as pay-per-click, to deliver highly targeted prospects from your demographic area to your website. Additionally, every Z57 website has been optimized with the ability to be "seen" by search engine spiders the day they launch. Email campaigns and adding your website address to all of your traditional marketing materials can also help to generate traffic.

  6. First Response

    Use your inbound phone calls and emails as an opportunity to drive them to your site. Prospects will get customized auto-responders and emailed listing updates. This will save you time and make your increased outbound contacts more effective.

  7. Build your database

    The most important thing about having a website is building a permission-based email campaign database. Understand what communications you want to make to which groups and execute automated client touch points on a monthly or quarterly basis. Send out specific surveys that get you the information you need to improve your business. Your goal is to build and retain an asset that will help you be successful in or getting out of real estate.

    Key groups to any great database:

    1. Prospects
    2. Clients
    3. Business Partners

  8. Stay Informed

    Understanding how the Internet can make your business grow is vital. Signing up for email updates on how technology is changing your industry will help you adapt and stay competitive.

    Key resources:

    1. Z57.com
    2. Z-News
    3. Realtor.org
    4. Inman News

Once you have integrated all eight ingredients, you are on your way to consistent results. Your Personal Marketing Consultant is waiting to discuss these key steps to success. We want to learn from you – once you have converted online leads to transactions, let us know!

Points of Interest:

  • eZmail - Brand Yourself and Your Website With Every Email Communication
  • Z-Mailer Newsletter Tool
  • April 2005 Z-News newsletter
  • View Past Newsletters