Content Your Visitors Want!

The key to successfully marketing your web site is to understand that the traditional approach of selling to the client does not work on the Internet. You cannot think of your web site as a brochure or Yellow Pages ad. Far too many sites make the mistake of trying to sell to the client rather than provide the information they really want.

Homebuyers visit the Internet for information that will help them in their purchase. They aren't necessarily interested in all the Million Dollar awards you've won or your 25 years of experience. Even if you have a web site with all the bells and whistles, what will truly set you apart from your competition is good content.

It is important to make the transition from the traditional practice of having agent-controlled data, to having as much information online as possible. Even a few years ago the industry was reluctant to have listings available online for homebuyers. Agents worried that they would no longer be needed if all of this information were readily available online. It turns out the exact opposite happened. Homebuyers who went online were more likely to work with a real estate agent than those who did not.

Internet users are accustomed to having free information abundantly available to them. If they do not find what they're looking for at your web site, they'll likely move on rather than contact you for more information. With this in mind, your objective should always be to provide your visitors with exactly what they're looking for.

Listing Information

Photos are the most important aspect of online listings. Even the most compelling description of a property does not generate as much interest as a nice photograph. However, many listings do not include a photograph and even fewer have multiple photographs.

The power of the web lies in the unlimited space available. Unlike a magazine or brochure where each photograph would take up valuable real estate, you can include as many pictures of a listing as you want on your web site. As far as homebuyers are concerned, the more pictures the better.

Most listings include only a front exterior shot of the property, but why stop there? You should try to include photos of each room and any areas of particular interest. Is there a nice patio, pool, or balcony? Does the property have a breathtaking view? You can even include floor plan images or photographs of the street the property is on -- why not show it all? If you were showing the property to a client you surely wouldn't stop after just the front door!

Online, you don't have the same limitations of space and cost that you do when publishing in a magazine or newspaper classified ad. There's no reason to limit your listings to one photograph. Again, the key is to transition from the customs of traditional marketing to the Internet. The more information you provide your visitors the more likely they'll consider you a valuable ally in their search.

Community Information

While homebuyers ultimately search for listings online, most will choose a community before they choose their home. By having the best local area information, you'll establish your site as the community resource that homebuyers will return to. You'll also establish yourself as the area expert when it comes time for homebuyers to choose their real estate agent.

Whether you purchase a template or custom web site, it will be largely up to you to create as much in depth content on your area as possible. Think about what questions someone relocating to your area might have. Take all the questions buyers commonly ask you and make sure the answers are readily available on your web site.

This can be accomplished by creating pages with this information directly on your site and when appropriate, linking to other web sites with more in depth information. If you provide visitors with a list of links, describe each link in detail so users know exactly where they're going.

Add to this list as you find new sites of interest and check your links occasionally to make sure they are all working properly. Websites often change and your links to them can be outdated.

Suggestions:

Education: Public and private schools, from pre-kindergarten to college.

Recreation: Local parks, sports leagues, gyms, and golf courses.

Entertainment: Museums, theatres, operas, symphonies, bars, and nightclubs.

Dining: Fine dining, fast food, and family restaurants.

City and County: Government sites, neighborhood demographics, weather, and transportation.

Shopping: Malls, grocery stores, and trendy shopping districts.