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Lead Generation

Your real estate website can’t keep beer cold [writer debut]

Please welcome Kye Grace to the AG family. Kye has been a part of the AG community via comments and social networks for several years now. Kye is laid back, really intelligent and fits well into our find a solution culture. Please welcome him in comments and enjoy his first column:

Beer CoolerYou’ve probably often seen a realtor or broker’s website and thought, “What a great site!”

Of course, most visitors’ perceptions of how great a site is tends to be based on visual appeal, and not on important factors such as functionality, usability, traffic, and what is known as “conversion rate.”

Sadly, aesthetics tend to be the measuring stick used by both the vast majority of web designers and their clients.

To be fair, this “if it looks pretty, it must work great” mentality is a result of a website having become a “business must-have” nowadays. Real estate service providers are being thrust into a brave new world that requires exponentially more marketing savvy and biz skills then any newspaper ad, mailer, or branded “swag” has ever demanded.

How It Once Was

Think back 10 years. Here’s an old-school marketing scenario that would’ve been taught in any Real Estate Marketing 101 class:
Californian Realtor knows a hot summer’s coming and that people will need to keep their cool more than ever. Fortunately, his dead-obvious problem equals a dead-obvious solution. He stamps his name and brand on a handy cooler to keep people’s beach 6-packs chilled, and then he hands the coolers out to people who obviously have a use for such coolers.

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He knows how this works: A cooler is always useful and will get a ton of use outside the home, and every time the owner grabs a cold one from the cooler, they’ll see California Realtor’s name — and so will everyone else who’s hanging out around them..

Realtor marketing was much simpler before the internet: People had a problem, you solved it and your name was there to remind them that you did indeed solve that problem.

Sure, many times the problem had nothing to do with real estate, but you solved a problem nonetheless, while getting your name noticed, and, in turn, you increased your chances of being called upon for their real-estate problem-solving needs.

Then Along Came The Internet

Fast-forward to present-day.

Swag still has its place in promoting your business, but it’s different now.

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Now, a marketer’s challenge is the internet, and it’s far from as easy as slapping a brand on anything.

In fact, your online presence allows consumers to pre-qualify you on many more relevant factors than whether your cooler kept their beer cold through the 7th-inning stretch.

Back in the day, the realtor got to pre-qualify clients, but now the tables have turned, and realtors need to make the cut first, since the clients have more information in their hands more easily than ever before.

Granted, not all internet “researching” clients work to the same end. For some clients, this research may simply mean that they want to find you online, confirm you’re a real person and actually work in the business, and they can do this just by Googling who you are.

Far more likely, though, is, when the average consumer ends up on your website, they hope to do more than confirm you are a realtor. They want to see more than just a list of properties previously sold and sale prices that call to mind memories of how high home values were back in the glory days of the economy.

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Savvy clients want to see relevant information that’s current and easy to digest. They want access to resources that serve them in their real estate quest and make them feel empowered when talking with their realtor.

Having these resources available and easily navigable are what makes a great site.

Your client want to be and will be educated. The question is, are you going to be the one that helps them get that education? Helping consumers be better equipped to make decisions is what makes you a better professional than the next realtor.

This “education” role especially includes your site.

Yes, They’re Judging You

Face-to-face, you can use communication skills and charisma to buy you time while proving your value. Not so much on a website. If your site visitor can’t figure out pretty darn quickly what your site has to offer or what you can do for them that’s better than services your competitor offers, then they’re going to split, and fast.

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Remember the old rule that says you have 10 seconds to make a first impression? You have the same on a website, except visitors don’t have to be polite and nod while you’re talking. One click, and they’re gone. These days, 10 seconds means 10 seconds.

Sure, a site’s visual appeal matters, and matters a lot, but, like the saying goes, beauty is only skin-deep. When clients do a double-take and hang out on your site because it’s pretty, you best offer something more for them, or that sparkle will vanish in a hurry — and so will they.

So What Can You Do?

I could write endless pages in macro level about what makes for a great site and in time I will in bite size pieces.

In the short term, try this exercise: Go to your own site and try using it from a consumer’s perspective. Pretend you don’t know who you are, what you do, or of what the present market really consists.

Then, attempt to solve some of the following common tasks real estate consumers hope to solve when they visit a realtor’s website.

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First, search for homes for sale — all of them, not just your or your broker’s listings. Find the current market conditions (the last 30 days, not last quarter or last year). Learn about different aspects of buying or selling real estate. Was it easy to do this? Did navigating aournd the site seem to be logical and have an appropriate hierarchy?

For core real estate topics, it shouldn’t take more then 7-10 seconds to find corresponding links, and should require no scrolling up or down. Critical links should be smack-dab in plain sight the moment someone arrives at your site.

Don’t Make Your Forms Even Easier To Hate

Next, try filling in the “forms” on your site, from a consumer’s perspective. Pretend you have a family, life, job — more important things to do than filling in a form. Remember, your client’s here for information of value, not to write you a book. So, how many questions or fields do you ask them to fill in, then consider how much of that information is really need-to-know right now for you to generate, then convert, their lead? Anything that’s an inconvenience and doesn’t really matter at first, ditch.

Give thought to language used: Is it industry jargon that will confuse clients, isolate them, or is the writing done with layman’s terms that will have a wide appeal for the average client, but do so without insulting their intelligence?

Today, every site tries to extract information from its visitors.  On your form pages obvious about what a consumer gets in return for giving you their contact information? Is it genuine? Clients don’t want to give you their information unless they feel they’ll gain something in return. (That “something” can be as simple as quality information or a free appraisal, of course.)

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There. Your Site Can Be Beautiful & Useful

One doesn’t need to be around long to learn that looks only get you so far. Heck, keeping beer cold only gets you so far, too.

Solving problems, however, always has an appeal, and so does great information. A problem-solving informative website gets you where you want to be in a potential client’s eyes, so make sure your site does exactly that.

Now someone pass me a cold beer, would ya?

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Written By

Kye Grace is a partner with deBruyn Design & Marketing. Prior to, he spent three years as a Realtor active in the Vancouver, BC market. During that time Kye gained international attention and exposure for his own online real estate marketing strategy and corresponding results. Kye’s innovative style and ‘no barriers’ approach to online marketing, combined with a passion for usability, lead generation and conversions is evident in everything he does. You can also find him on Twitter combining useful information with a large side order of jack assery.

14 Comments

14 Comments

  1. Missy Caulk

    October 20, 2010 at 6:15 pm

    Welcome to AgentGenius!

    Everyone needs to put their buyer or seller hat on and follow your advice. It is a constant battle to keep up with them, but should be a priority.

  2. Sheila Rasak

    October 20, 2010 at 6:58 pm

    Oh, so I can stop giving away those expensive coolers? Phew! The vendor loves me, but I never received any phone calls other than a cowboy asking me for another Bud or two to add to the complimentary cooler!

    Welcome to the wacky world of AG. You’ll find us a lively bunch that are pretty much fearless thanks to our founders and their love of anything and everything real estate!

  3. Kelsey Teel

    October 20, 2010 at 7:27 pm

    Welcome to AG, Kye! I like your style….you will fit in perfect around here! 🙂

    During the past 5 years, I’ve seen numerous RE agents test out many different types of websites. Most failed and left us searching for the next company or approach.

    Your article sums up a lot of the RE website “do’s” I have encountered through the past 5 years of research and experience. Aesthetics are important, but not the most important, clients enjoy pre-qualifying their agent, websites must have current info that is easy to understand, and the list goes on.

    Nice analogy with the cooler/cold beer, I couldn’t agree more. Great article, I’ll be sure to pass it on!

  4. FlatFeeRealty.com

    October 20, 2010 at 10:40 pm

    Welcome Kye! Well written and thoughtful. Makes me rethink my websites functionality. Guess I will be working on them for the next few days! – Fred

  5. Josh Aberson

    October 20, 2010 at 10:57 pm

    Great info here. Completely agree, it must be beautiful, but make sense for the consumer. I love the line about people not wanting to go to your site just to verify that you’re a Realtor! ….So true, so what ELSE can you provide those users?

    Thanks so much for the info!

    Josh

  6. Doug Francis

    October 20, 2010 at 11:13 pm

    I looked at a lot of real estate sites before planning out my blog design. I have tried to make a point that it isn’t just the same “search for homes” that most real estate agents have up these days. Rather a site with tips, observations, plenty of photos that I have taken, and a little humor.

    After hearing from some clients that they read my blog for a while before they contacted me so that they could get to know who the heck I was… was interesting. All that writing paid off.

    Your suggestion to take a critical look is great. For example, I have had good daily traffic but, when I looked at my landing page during the summer, I noticed that it wasn’t obvious where the heck I was located (Northern Virginia), so I added that in a subtle, “above-the-fold” location. Go ahead, take a look.

    Wow, big time writer now at AgentGenius.com , hope you told your Mom ;-p

  7. Michael LaPeter

    October 21, 2010 at 12:05 pm

    Good points Kye. I’ve been writing a series of tech profiles (blog.mysinglepropertywebsites.com/category/tech-profiles) of top producing agents, and one thing I’ve noticed is that their websites don’t always look the best, but they put the information that matters to their market. A top producer focusing on short sales actually puts details about recent transactions, including the bank, how long it took, whether they countered, etc, which is exactly the kind of info his target market is looking for. As you say, looks are only skin deep.

  8. Kye Grace

    October 21, 2010 at 1:12 pm

    Thanks y’all for the welcome! Pleased as punch to be contributing on AG!

    Wait was that too Canadian of me already?

    Huh, kind of impressed the second comment is from a California Realtor.

    Actually Sheila the cooler from a California Realtor thought came from a real experience. Shannon and I were heading out on the lake this summer and she loaded the lunch into a soft sided cooler from Nancy Wallery a Realtor from Sacramento. Shannon hasn’t lived in California for 13 years. So I must say the cooler thing seems to be an effective piece of swag if it has survived 13 years and made it to Canada!

    Glad I was able to inspire people to take a second look at their site and what it actually does. The better it does it the better the odds it will end in completed transactions.

    And while beautiful may seem important…www.plentyoffish.com is the ugliest 8 figure revenue site around. But it does exactly what it is supposed to exactly how people want it to do it.

    So don’t squeeze beautiful too tight.

  9. Andrew Perkins

    October 21, 2010 at 2:57 pm

    Great article Kye. I am a very lucky agent to be working with you for the implementation of my new site. This all makes sense and you have gotten the message across to me loud and clear. Looking forward to the launch o the site. Tks

  10. Paula Henry

    October 21, 2010 at 6:52 pm

    Kye – Welcome to AG – I believe functionality beats pretty any day! Just an observation from my many trial and errors. From a website perspective, I find most people want to search first, then they may look around. On the blog side, they usually find something I have written, then they search. Putting all that in one nice package is the ultimate goal…..still working on it 🙂

  11. Abbotsford

    October 22, 2010 at 1:03 pm

    My sites needs a new look for sure..

  12. Denise Hamlin

    October 22, 2010 at 9:14 pm

    Hi Kye ~ Welcome. Nice move. A post about beer for the weekend. A well thought out and well executed post with lots of good info. I see I am going to enjoy your writing style.

  13. Richie Yu

    October 24, 2010 at 12:23 pm

    Thanks for the tips – from the main blog to great follow up comments from the community.

  14. Abbotsford Houses

    July 28, 2020 at 3:05 pm

    I like the 2-3 points from this blog. I will surely keep in mind and do changes according to that. Thanks for this article!

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