Real Estate and Internet Technology

Marketing and visibility are keys to success in any business and in particular real estate. As an agent, there are many proven marketing techniques that can be used to build a successful real estate practice. As a brokerage, real estate is a business just like any other with many marketing choices competing for limited resources.

Success is dictated by a clear marketing strategy that is balanced and logical. Once a successful marketing strategy is identified and implemented, efficiency, economy and effectiveness become critical success factors in any real estate practice. Internet technology is one tool that can be used to create a marketing advantage and also to efficiently and economically maintain effective client relationships.

The Internet has become a highly competitive environment, especially in real estate. There are many organizations and individuals competing for website traffic and revenue. It takes an investment in effort, time and money to gain visibility in this area, and then continued effort to maintain visibility. And even if and when visibility and traffic is achieved, converting those prospects to clients is not easy.

There are many Internet technology choices available to real estate professionals to market themselves and to create and maintain client relationships. Some are good, some are not so good but all should be considered as part of a unique business strategy. As a real estate agent, there are three basic steps or stages in implementing a real estate Internet strategy. In order of priority, effort and expense they are:

Concept and Presence

Create a simple but unique website that is an extension of your business plan and presentation. This allows you to economically establish an Internet presence that articulates your strategies, approaches, and strengths to current and future clients. It is most important to differentiate yourself from the pack, emphasize your unique qualities and client benefits in this step. This is also a good time to start displaying your listings and share links with colleague listings. The benefits being that you are starting to create content and build recognition (see SEO). The most important benefit at this stage is to your professional appearance. Most of your website traffic at this point will be generated by your other marketing efforts (business cards, farming, floor leads, email responses, etc.). Be aware from the beginning of ethical, regulatory and copyright considerations when constructing your website.

Content and Credibility

Evolve your basic website with genuine content. This content could include articles that you author (or reproduce with permission), reports, market analysis, neighborhood descriptions or any other content that make you stand out. Be careful to create content that doesn't require too much maintenance or that may go stale. Start to encourage your website visitors to contact you for more information or help. This begins the process of creating more website traffic through content (see SEO) and create credibility to help convert consumers to clients.

Technology and Service

Enhance your website with technologies that increase traffic, advance services, create and maintain client relationships. For example MLS search, market analysis, time sensitive information or other useful features that will increase website traffic and convert consumers to clients. Your website may now be a good candidate for MLS framing, pay-per-click, paid inclusion, affiliation or other website promotion techniques.