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Business Marketing

Your Real Estate Website Is Talking About Your Credibility



confusing_signsThis post may fall on deaf ears for most regular Agent Genius readers and that’s a good thing. Most of the regulars here are completely on their game and have some of the nicest most beautiful and effective web sites in the business.

However, this AG group represents only a tiny percentage of the real estate web sites out there, and we’ve all seen a bunch of interesting sites to say the least!

Personally, I enjoy checking out web sites. Any time someone leaves an interesting post on one of the 30 or so blogs I subscribe to, I typically click through and take a look at their site. You can get all sorts of ideas for use on your own site by just looking at hundreds of other sites.

Whenever I see a really bad one, what that says to me is that the person behind the site has a very low attention to detail. Also, they are apparently not overly concerned about their on-line credibility, as is being conveyed by their website.

I think we all know why on-line credibility is important, but just in case: if you are seeking leads from your web site and your site looks like garbage, then the potential lead will likely come to the same conclusion and hit the BACK BUTTON!

This business is already competitive enough without running potential leads away from your site!

Ok, so what are some of the major factors to be aware of and possibly improve upon to increase your online credibility?

Navigation – When users are on the hunt for something, if they can’t find it within a few clicks, they are outta there, period. This has been proven time and time again and I do it myself. If your main lure is the ability to search homes, then this needs to be above the fold, top left or center, and big, not buried in some horizontal navigation bar.

Design – Is your site ugly, or is it shiny, attractive, pretty and interesting looking. Does it say “look over here, and here, and here, this stuff is interesting and attractive” or does it say “I was designed in 1999 using WordPerfect?” Let’s face it, web sites are not people so surfers are not going to dig any deeper to see if there’s a good personality hiding inside. Ironically though, sites do represent their owners, who will end up with the same treatment as the site!

Error Free – This is so self explanatory, it’s tough to type here. However, let me assure you that there are many sites out there with: misspelled words, broken page links, functions that do not work, missing images, misaligned elements, incomplete pages, inconsistent fonts, etc., etc.

I’m sure as a web developer myself that I’m harsher than many, but when I see ANY of the above error items, I usually laugh or shake my head, mumble something like “you gotta be kidding me” and click away ASAP.

Theme, Logo, Brand – Every site should have at least one of these. For most real estate sites, this is not an issue as everyone has a Broker and this information is required to be on the web site, so there’s your brand. But this is the minimum and I recommend trying to come up with at least a logo or something to be remembered by. Sites without any branding whatsoever are going to be pretty bland.

Hit the Target

There’s no magic bullet here but if one can avoid at least the most basic mistakes above, this is a great start. Recently I saw a site that was so simple it was laughable, but the site was unbelievably beautiful and its main reason for being was right across the entire top of the site – probably quite effective.

Oftentimes, visitors are not looking for everything slightly related to their target; they are looking only for their target, and as fast as they can find it. Design your site for these folks. The rest of your visitors, the lookie loos and curios types will find everything else on your site on their own.

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  1. Eric Hempler

    November 12, 2009 at 10:37 pm

    I think my site is pretty basic since I’m using a Keller Williams’ template for a website, but I would like to think I have a lot of useful information at least. I’ve been in Real Estate for a number years, first as a remodeler and then recently as a Realtor. I’ve also noticed much more experienced fellow Keller Williams agents have next to nothing or have poorly executed information even though they’re also using a template. One thing I would like to do down the road is incorporate some aspects from the game of Monopoly, not over kill, but some little things here and there that might be neat, but I’ll leave that up to the web guys and we’ll go from there.

  2. Eric Hempler

    November 12, 2009 at 10:46 pm

    Another thing I realized is some people have no idea what’s on their own site. Whether it’s a template or designed by a company they really have no idea what’s on it. Shouldn’t they be monitoring this?

  3. Fred Romano

    November 12, 2009 at 10:46 pm

    I think my site redesign has helped to increase my overall image an business volume. I have noticed an considerable increase in renevue generated from my website since the redesign.

    I use WP with a free template (CORE) from that I have modified and customized to suite our company’s needs.

    I also had a professional logo designed using which was a great investment! It was fun to see all the ideas and pick the winner.

    I focus on SEO all the time and have seen serious results over the past year in our website rankings on Google and Yahoo for prominent keywords relating to our business model.

  4. Greg Cooper

    November 13, 2009 at 7:34 am

    Sometimes the simple can be the crucial. We all assume we have great sites (AG fans anyway) but when you test them they sometimes aren’t as strong as we perceive. I’ve got all but one of those working the way I want it…but the last one (max seo) is not getting it done. Thanks Rob…..a gentle reminder can make a difference and for me in 2010 it probably will.

  5. Harold Scott

    November 13, 2009 at 1:21 pm

    Great post! A website has to have a professional look to it and must be easy to navigate. It is easy to tell the difference between a professional site and a mom and pop site. It is especially important to have a top site if you are in the luxury market. I am very happy with my RealEstateWebmasters site. They really do a nice job whether it be their templates or a custom site.

  6. Portland Condo Auctions

    November 13, 2009 at 4:48 pm

    Great web design is one of the keys that we focus on. A pretty website that is informative and easy to use keeps the leads rolling in constantly.


  7. MIssy Caulk

    November 16, 2009 at 3:24 pm

    One of my big complaints is this:

    When I visit other sites, I will see the name of the city but no state. Now there is only one Ann Arbor in the country…but what about Brentwood?
    There are so many of them…I’m not sure which state it is.

    It would be helpful for consumers to know which state the real estate is in…don’t ya think?

    • Fred Romano

      November 16, 2009 at 3:42 pm

      Missy – If you are referring to listings from my site, the full address can be found on, Trulia, and many other websites, so I don’t know what site you are talking about.

      • Jay Thompson

        November 17, 2009 at 9:04 am

        Fred – I think Missy is talking about HUNDREDS of sites…. I’ve seen real estate sites and blogs with no city, no state, no phone number, no email. What’s the point?

  8. MIssy Caulk

    November 17, 2009 at 8:17 pm

    Thanks Jay, that is exactly what I was talking about. I’ve never visited your web site Fred.

  9. David Pylyp

    November 18, 2009 at 4:14 pm

    Client said Wow you’re all over the internet
    Uhuhh Ok But what a handy tool to send ahead of your arrival.
    Get Proactive.

    [ NOTE FROM AGENT GENIUS: we have tested the above link and it is legitimate, so go ahead and click, it won’t bite you! -Lani ]

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Business Marketing

7 low-budget marketing ideas for small businesses to grow their reach

(MARKETING) Marketing ideas are often expensive or ultra time consuming, but let’s talk about some proven tactics that won’t break the bank.



Man leaning against wall on phone representing marketing.

The following marketing ideas are provided to you buy Threadsy:

No matter the size of your business, marketing matters! It’s important for small and big businesses alike to attract new customers, establish brand awareness, and to create buzz around products and services. But we know that not every business owner has tons of funds to devote to their marketing strategy. The good news? There are some highly effective marketing tactics that are also budget-friendly!

Here are seven low-budget marketing strategies for small business owners and side hustlers to grow their reach:

1. Sponsor Local Events

One of the best ways to get to know potential customers? Actually meet and talk to them! When you sponsor local events, you can be on-site to help people put a face with your business’s name. Sponsoring events is also a fantastic way to offer branded merchandise that can help you get your name and your logo out there.

Besides branded materials like signs, banners, or fliers, think about offering some fun items like wine bags to give away to attendees. Goody bags also make fantastic take-home options for local events. A branded canvas tote can be repurposed as an environmentally-friendly grocery bag, lunch bag for work, or a carry-all accessory for conventions and tradeshows. Print your logo on the outside and fill your goody bags with customized items like water bottles, notebooks, pens, and towels.

2. Let Your Colors Fly

Make some cool t-shirts featuring your logo! Wear them to the sponsored events mentioned above, out in the community, or anywhere you may encounter potential customers and can strike up a conversation. You can also offer t-shirts at a discount in-store or online, and turn your loyal customers into advertisers.

Quick tip: Purchase wholesale shirts to reduce manufacturing costs.

3. Social Media

If you’re not already leveraging social media to promote your business, it’s time to start! Think your customers aren’t using social networks? While certain demographics use various platforms more than others, according to fundera, 74% of consumers rely on social media to guide purchasing decisions. Plus, 96% of small businesses say they use social media in their marketing strategy.

So use your social media channels to level the playing field. To maximize your time and effort, determine where your audience members spend their time. Which platforms are they using? If you have a dedicated social media strategist on staff, they can perform audience research to tailor your approach to your existing and potential customers. If you’re running your own social strategy, spend some time digging into the demographics to determine which platforms make the most sense for your brand. From there, you’ll need to decide on the types of content you want to post, how to interact with your customers online, and create a social media calendar to plan your strategy.

4. Host a Giveaway

Once you’ve got your social media strategy up and running, why not host an online giveaway/sweepstakes to build some buzz, boost engagement, and attract followers? Pick a social media platform where you already engage with your customers. You’ll want to offer an item as the prize. This can be anything from a free product, a discount on an expensive product or service, or inexpensive swag like hats to help you promote your brand.

Once you’ve chosen the prize(s), decide on the terms for your giveaway. For example, an Instagram sweepstakes might look like this:

  • Create posts about the giveaway and explain the rules (multiple stories and 1 or 2 posts depending on the length of the contest)
  • These posts should specify the terms, for example:
    – In order to enter, potential winners must follow you
    – Encourage your followers to tag other people who may be interested. Each “tag” gets them another entry into the contest
    – You can also specify that contest applicants must share your post on their own profile
  • Once the contest has ended, pick a winner. Tag them in a post and story announcing what they’ve won and ask them to also share these posts to their own profile

Quick tip: You can also offer smaller or less-expensive items as consolation prizes. People love free swag and it’s an easy way to get your name out there!

5. Referral Discounts

Offering friends and family discounts on your products or services can help you establish loyalty and promote exclusivity. Offer discount codes or create a refer-a-friend program. You can also offer small incentives for customers who share about your brand on social media. Referral discounts are a great marketing strategy whether you use them in-store, online, or both.

6. Create or Update Your Blog

If you already have a website, you can put it to use to help build brand awareness and attract high-funnel customers. Blogging is a low-cost way to generate organic traffic (website visitors via Google or other search engines). If you don’t already have a blog, there are a number of free and inexpensive blog platforms you can use including Wix and WordPress.

You’ll want to write about topics that are related to your product or service and are of interest to your customers. For example, if you offer graphic design, you might want to create content about how to find an effective graphic designer online, or which projects you can do with an online platform like Canva vs. more complex projects where you should hire a professional designer.

Your website and blog are also great places to post “about us” content to offer website visitors an opportunity to learn more about you, your business, and your mission and values.

7. Update Your Google My Business Profile

Google My Business (GMB) is a free tool that allows you to share important information about your business like your address, hours of operation, and contact information. When your listing is optimized with this information, it’s displayed in Google Search and will also appear in Google Maps, which can help you attract local customers.

To get started, you need to create a GMB profile and verify your business information. This is a relatively simple but important step to ensure customers are able to find your business or service online. Make sure to keep your listing updated if you change any information like your website URL, address, or hours.

The takeaway:

When creating your marketing strategy, remember to stay true to your brand. Not every tactic will be the most effective for every business. Choose the tactics that make sense for your brand or product offering. Another way to prioritize is to consider the perceived impact and effort of each marketing strategy. Use the strategies that require the lowest effort but will potentially drive the highest return.

Once you have those in place, decide which of the other strategies make sense for your customers and your business goals. Also, make sure to keep track of all of your marketing expenditures and the sales from these tactics so you can assess which ones were successful and which ones you may need to re-evaluate or alter.

Remember, when it comes to marketing, it’s an ever-evolving system. Trust the process and try to have some fun with your marketing strategy!

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Business Marketing

No-reply emails don’t help customers, they’ve run their course

(MARKETING) No-reply emails may serve a company well, but the customers can become frustrated with the loss of a quick and easy way to get help.



no-reply mail boxes

Let me tell you a modern-day horror story.

You finally decide to purchase the item that’s been sitting in your cart all week, but when you receive your confirmation email you realize there’s a mistake on the order. Maybe you ordered the wrong size item, maybe your old address is listed as the shipping location, or maybe you just have buyer’s remorse. Either way, you’ve got to contact customer service.

Your next mission is to find contact information or a support line where you can get the issue resolved. You scroll to the bottom of the email and look around for a place to contact the company, but all you find is some copyright junk and an unsubscribe option. Tempting, but it won’t solve your problem. Your last hope is to reply to the confirmation email, so you hit that trusty reply arrow and…nothing. It’s a no-reply email. Cue the high-pitched screams.

Customers should not have to sort through your website and emails with a microscope to find contact information or a customer service line. With high customer expectations and fierce ecommerce competition, business owners can’t afford to use no-reply emails anymore.

Intended or not, no-reply emails send your customer the message that you really don’t want to hear from them. In an age when you can DM major airlines on Twitter and expect a response, this is just not going to fly anymore.

Fixing this issue doesn’t need to be a huge burden on your company. A simple solution is to create a persona for your email marketing or customer service emails, it could be member of your team or even a company mascot. Rather than using you can use and make that email a place where your email list can respond to questions and communicate concerns. Remember, the whole point of email marketing is to create a conversation with your customers.

Another great strategy for avoiding a million customer service emails where you don’t want them? Include customer service contact info in your emails. Place a thoughtful message near the bottom of your template letting people know where they can go if they’re having an issue with the product or service. This simple change will save you, your customers, and your team so much time in the long-run.

Your goal as a business owner is to build a trusting relationship between you and your customers, so leave the no reply emails behind. They’re annoying and they might even get you marked as spam.

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Business Marketing

Influencer marketing isn’t new, it’s actually centuries old

(MARKETING) You may roll your eyes at sexy strangers hawking snake oil on social media, but influencer marketing is nothing new…



Influencer marketing people taking video on a smart phone to record dances.

Influencer marketing is now one of those buzzword phrases that you can’t go a few days without hearing. In fact, it’s become such a popular term that it was officially added to the English Dictionary in 2019.

While this is a recent change, the concept of an influencer is nothing new. For years, people have looked to friends and family (as well as high-profile people like celebrities) to be influenced (intentionally or unintentionally) about what to buy, what to do, and where to go.

Social Media Today notes that influencers date back centuries.

One of the first “influencer” collaborations dates back to 1760, when a potter by the name Wedgwood made a tea set for the Queen of England,” writes Brooks. “Since the monarchy were the influencers of their time, his forward-thinking decision to market his brand as Royal-approved afforded it the luxury status the brand still enjoys today”

Now, influencers are known as people blowing up your Instagram feed with recommendations of what to wear and stomach flattening teas to buy. Influencers are basically anyone who has the ability to cultivate a following and, from there, give advice on how followers should spend their money.

After the 1760 tea set influencer, influencers were found in the forms of fashion icons (like Coco Chanel in the 1920s, and Audrey Hepburn in Breakfast at Tiffany’s), celebrity endorsements (for example, all of the money Nike made in the ‘80s after signing Michael Jordan to be their spokesperson – I wonder if Hanes is raking in the same bucks as Nike…), TV stars endorsing products (like Jennifer Aniston when she was at the height of “The Rachel” cut and became the face of L’Oreal Elvive; now she’s the face of Aveeno).

Then in the mid-2000s, blogs became a space where “everyday” people could use their voice with influence. This trend has continued and has shifted into social media, usually with a blog counterpart.

Now, blogging and influencing is an industry in and of itself with influencer marketing being a key form of comms. According to the HypeAuditor report, the influencer industry will be worth $22 billion by 2025. Where can I sign up?

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