All agents need a tailor-made real estate website for success in this new digital world of real estate. If you’re a new real estate agent then you might have a cookie cutter broker-branded website or no website at all. If you’re a veteran agent then you’ve probably heard this a thousand times. If you have a real estate website, there’s a strong chance that it could use an upgrade.
Launching a website can be an intimidating process. It takes time and technical knowledge, and this is why I strongly suggest that all web development is outsourced to a qualified vendor. The bottom line is that you have to get it done, and you should leverage your website to grow your business. Because I know you’re the type of agent to invest in your business’s future, here are five ways to win with your real estate website.
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Get it done
There’s good news if you don’t have a website. It allows you to do it right the first time. Always start with a website outline that lists and organizes pages, features, and style requests. When choosing a web development vendor, try to either go local or a with a highly respected integrated web solution like BoomTown (affiliate link).
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Launch landing pages
Your standard website pages are great for offering biographical and standard business information. Landing pages are simple pages that inform visitors about special listings and events (like open houses). I covered this and other marketing tactics in 5 Creative Ways to Market a House for Sale. They are also built to capture the contact information of the visitor through a form in exchange for content related to the property and the neighborhood.
Power tip: Limit your form to one or two fields (i.e. first name and email) to increase conversions!
Experiment with limited property search
All effective agent websites require IDX MLS property search functionality. But have you considered limiting search on your website? Doing so could be a good way to generate web leads for your business. After a visitor conducts a certain number of searches, your website will prompt them to set up an account in order to conduct more property searches. Lead generation is about helping someone make a decision with their contact information in exchange for something they value, and limited search can accomplish that.
Write blogs and produce podcasts
Not only is blogging an awesome SEO play for organic web traffic, writing and publishing original content are great ways to establish your unique voice in your community. There’s nothing better than people in your community talking positively about you and your business. Write hyper-local blog content (ideally at the neighborhood level) that’s informative, helpful, and entertaining. And don’t forget to take original photos in your community to publish with your blog posts.
Some people don’t like reading but they’ll listen to a podcast. Start a podcast that discusses trends and things to do in your area. You should interview local business owners as well. Consistent podcasting will create local buzz for your real estate business. You can get the best of both worlds between blogging and podcasting by transcribing your podcasts. The published transcript acts basically like a blog post! Don’t forget to include important show and guest-related links inside the transcription.
Your blog and podcast content won’t do anything for your business if you never share it with the world. Win with your real estate website by sharing your original content through the marketing channels afforded to you — social media, email, and more. This process is the premise behind the hub-and-spoke digital marketing model. Your website is the hub and your marketing channels are the spokes that drive traffic back to your website. I cover the hub-and-spoke model with greater depth in my e-book, The Foundation: Branding for Successful Real Estate Professionals.
I know that your personal, business, and online brands will grow if you conduct these five activities with intentionality. The key is to invest in building and promoting your real estate website because it and its content are what you truly own on the internet. I welcome you to download my guide for more tips on how to develop your digital presence as a real estate agent.