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3
You Have An Online Reputation (In Case You Didn't Know)
Your real estate website is your digital first impression.
Today's buyers are more likely to meet you online than through a showing or other face-to-face event. This is only growing more true as Millennials and Generation Z buyers enter the market. Technology is essential to the lifestyles of younger buyers.
No matter whether you're a solo agent or work within a large brokerage, you already know you need a website. But is your website actually producing the business value you expect from it? For many in the industry, the answer is no. The website isn't making the strong first impression you want and deserve.
When agents first get started, it's not out of the ordinary to post a simple website as soon as possible and hope for the best. But your website is more than just a brochure that introduces you. It draws the right people to your door and helps turn visitors into customers.
Even if your website isn't doing much for you right now, it's never too late to change your strategy. Done right, your website has the potential to work for you 24 hours a day, seven days a week, even while you sleep. It is the key to growing your practice while maintaining a healthy work-life balance.
Your Website Tells People What to Expect from You – Is It Sending the Right Message?
Your website communicates more than just what's on the page. Yes, visitors are looking through what you have to say about yourself and your business. But they are also reading between the lines, making decisions in seconds. They judge your digital brand based on your website's user experience.
User experience is everything that impacts a person while they use a website, yours or anyone else's. It includes the look, feel, navigation, speed, ease of use, and how well the website helps someone to meet their needs or answer their questions. Some of these factors can be very subtle.
Developers and designers spend thousands of hours figuring out how to deliver the best user experience for a given website. Luckily, because user experience incorporates so many different elements, there are always plenty of ways you can improve it — even if you don't have dazzling technical skills yourself.
Let's look at some of the biggest elements that influence your digital reputation:
- Ease of Navigation
The most important topics on your website should be reflected in the top navigation bar, where they only take one click to find. It's wise to avoid having any information that takes more than three clicks to reach. If you can't avoid having some "buried treasure," make sure your site has a good search function. - Mobile-Friendliness
An increasing number of people use a smartphone as their primary or even only method of going online. A truly mobile-friendly site is responsive, meaning it changes to fit the display size and inputs available for a smartphone or tablet user. Even older websites can often be made responsive in a few clicks. - Professionalism
What does it mean for a website to "look professional?" Professionalism is communicated by things that are easy to take for granted: The site has a consistent layout, color scheme, and fonts, relevant imagery is used, and everything is organized in a way that makes sense. - Trust Markers
"Trust markers" are things that help frame you as a credible and established expert. In real estate, the most important are seals and logos you're entitled to use as a member of a professional organization or holder of a recognized certification. - Helpful, Informative Content
Content is anything you publish with the goal of helping others make more informed decisions. Blogs and video are the most common forms of real estate content. They provide a reason to explore your website in detail. They can also help you capture traffic from relevant online searches. - Information About You and Your Practice
You are your most important brand asset — the star of the show. The best way to make an introduction is with a video message first-time visitors can use to learn about you. Answer their big questions: What makes you different? Who do you help and how? - Easy Ways to Get in Contact
When someone contacts you for the first time, seconds count. Make it easy for them to connect by phone, email, social media, or text. Alerts from your website can help you respond more quickly. - Your Current Listings
Last, but certainly not least, your listings should be reflected right on your own website. MLS gives you plenty of options to incorporate your active listings. When visitors can browse listings directly from your website, they are much more likely to reach out to you or subscribe to your email marketing list.
Contact us to learn more about boosting your online reputation.
