You may think that once your website is completed, the work is done and all you need to do is sit back, relax and watch as the leads flood in. I wish I could say that I could wave my magic wand and this would really be true. The reality though is that while creating a website presence is of utmost importance nowadays, it is just the beginning of the marketing equation.
Another item that people have a tendency of not thinking about is what kind of focus they are going to take with their website. A website, like your business should not necessarily cater to everyone and every market, as no business will ever be able to satisfy every person’s wants and needs. The other reason it is recommended that you find your market, is that it will be easier to market, promote and enhance your website along the lines of what your typical customer is looking for.
A website should be viewed as not only a way to attract new customers, but also as a way to service returning clients as well. To do this, a website should focus on a unique selling proposition to attract new clients and create a fulfilling experience to current or returning customers by offering them useful tools, news and or educational components.
For example, as a Real Estate Agent, you might want to ask yourself the following:
For New Clients:
Does my website give buyers what they want by offering them a means to search for their own properties simply and easily. As well, does your website clearly explain how using you as their buyers agent would be an advantage to them.
Sellers want similar, but different things, they are looking for what their home is worth and how your selling techniques and sales plan will help their house stand out amongst the rest, thereby helping them sell for top dollar.
Think about it – there are thousands of Real Estate Agents in your city and online prospects will typically only give you seconds to showcase your advantages online. While a beautifully designed website will score definite points, your personalized touches will create that extra special bond to help attract the type of clients you would like to work with.
Personally, if I were to go out and re-activate my real estate license today, I know exactly what kind of market I would sell in. As a person who loves the downtown core, I know that I would want to specialize in this area with primarily young business professionals (25-35) who are attracted to the dynamics of living close to ones work environment and who enjoy being around the local scene of the many eclectic cafes and lounges that make our downtown unique. The other reason that I would target this market is because my age is within that range and I frequent many of the downtown local hot spots.
My “desired” demographic, is in stark contrast to that of my fathers when he was in Real Estate. Wayne chose to become a West End Realtor as that is where we lived as kids and where his childhood friends had grown up. As a family man, he preferred to work with people who had families, helping them not only get into their starter homes, but also their dream homes. These people liked the idea of living in the suburbs and of having a sense of security, as the suburbs were thought to be a safer and quieter environment for young families to be raised.
In simple explanation, I am sure you can easily imagine that our “websites” would greatly vary from one another – Mine would showcase young vibrant individuals enjoying, relaxing, and launching their dream careers, where as my fathers would highlight suburban streets and happy families and as him as the “equity protector”.
While, this is just a visual example, you should also note that our text would also vary to some degree. We may decide to share some similar general buyers/sellers info on both, however, perhaps I would highlight the events of the downtown area (Whats Happening – Hot New Lounge) while my father might highlight the (“community/family focused events such as a family picnic).
If you haven’t thought about these nuances in depth, don’t panic. A website should be viewed as a continuous project – one that evolves and grows throughout your career. The first step is to get the look right and then the second step is to start adding the layers of relevant information for your demographic on a continual basis.
At a web level, we can certainly lead you in the right direction of flow/design, however, we do need your guidance as to what/how your business runs – because every Real Estate agents goals/markets are different. Letting us help you define these will lead you in the right direction of utilizing your website to it’s maximum potential.
Remember to stay focused and your ideal website will materialize.
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