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How Your Website Can Be A Resource
How much value does your real estate website add to your practice?
Everyone knows "you have to have a website." And for real estate agents and brokerages, that's even more true. Some of the most successful real estate professionals, in the United States and throughout the world, generate a substantial portion of their leads through their own site — as much as 50%.
These days, future customers are far more likely to hear of you online than through an in-person event or non-digital advertising. That's because Millennials and the fast-emerging Gen Z homebuyers almost universally start their search for a new home online.
Understandably, most real estate experts aren't masters of real estate website design.
They tend to launch a basic website and then hope for the best. There are lots of DIY website builders out there and cut-rate services that promise something "good enough." Unfortunately, this can undermine your efforts to develop a branded, high-impact website that makes a difference.
How Your Website Can Serve as a Resource for Current and Future Customers
Your website acts as your digital "first impression."
When someone is thinking about entering the housing market, they will usually spend a lot of time looking at properties before they ever consider reaching out to a real estate agent. They might start seeking inspiration on sites like Pinterest or Instagram before they begin looking at live listings.
Once their interest is piqued, only then do they look for a local real estate professional to help them. But in the process, they usually check out a half-dozen local agents and brokerages — or even more. So, your website needs to achieve two things right off the bat:
- It must be visually compelling, inviting, and easy to navigate
- It must provide meaningful value before they schedule a call
That value comes in the form of custom content. "Content" is anything helpful and informative you post on your site to help visitors make an informed decision. In other words, it answers a question or solves a problem they have. Blogs are the backbone of most content, but video is increasingly popular.
Content is especially helpful because it can inspire your guests to join your email marketing list and get future updates they may find useful. It raises your visibility in online search and improves results you get from search engine optimization. However, it's not the only way to make your website work harder.
When you focus on turning your website into a resource, you are putting what you have to offer on the table from the very beginning. People will see the difference between you and other real estate agents, and begin to regard you as a trusted expert — so you're far more likely to be chosen in the end.
Let's look at some of the other ways you can build your website into a resource for customers:
- Integrate Your Listings within Your Website
The MLS does an incredible job keeping listings organized and searchable. However, you can also use this marvel of modern technology right within your own website, helping visitors zero in on the best local properties that might meet their needs while maintaining your own branding throughout. - Provide Neighborhood-Level Local Insight
Your local savvy is one of the most important things setting you apart from your peers. Make it count by showing people not only the homes they might buy, but the community they'll be joining. Highlight the best amenities and small businesses – other business owners may even send you referrals. - Answer Common Questions Clearly
Many first-time buyers and sellers will have very little existing knowledge about the process. Look for the best ways to answer their common questions simply. That may mean a library of blogs or videos, a centralized Frequently Asked Questions page or a chatbot that they can pose questions to. - Make It Easy to Contact You
After you start working with a client, it's crucial to set appropriate boundaries — no answering the phone at two in the morning. On a first call, however, seconds count. Be sure your website is set up to send you a text alert if someone sends you an email or message so you can respond right away. - Introduce Yourself
One of the most vital things you can do on your website is start building a relationship. The best way to begin is with a video introduction to yourself. What do you do and for whom? What attracted you to real estate and what makes you different? Video is the next best thing to being there.
The best real estate websites operate as a "one-stop-shop" for everything potential customers might need — before they even reach out for the first time. Contact Delta Media Group to learn more or get started with your own.
