Should Your Real Estate Website Be A Reflection Of Your Business Model?
In the real estate industry, one never knows where their next client will come from.
It could be a referral, a friend, an inquiry on an ad, a web lead, a new acquaintance, an up/floor call, a walk-in, a relative… you can’t know – but you are ready and willing to be of service to them in any and all cases.
First-time home buyer? Relocation? Empty-nester? Move-up buyer? Short seller? Investor? Flipper? Luxury seller? Vacation home buyer? – you can’t know – but you are ready and willing to be of service to them in any and all cases.
In town? 5 miles east? 10 miles west? 2 towns over? – you can’t know – but you are ready and willing to be of service to them in any and all cases.
As a real estate agent, typically, you will work with most anyone that is seriously looking for your services. There’s no discrimination, you’re happy to be of service. You will provide them with the proper answers to all their questions, deftly handling all their concerns, establishing trust and you’ll see the deal through to the end.
You’ll do this because you are competent, smart, experienced,
eager, personable, capable and ready.
Unfortunately the task of creating this impression online is not as easy as being yourself.
One of the biggest hurdles we need to help some of our clients overcome when they are in the planning stages of developing their real estate website is that they want to make their site a clear reflection of their business model, and this is a nearly impossible task.
They know that they can help any potential client regardless of the person’s age, budget, experience, needs, location, scenario, etc. And, they don’t want to have to compromise this competence in the impression presented by their website.
The challenge might be quickly summed up in the old adage:
If you try to please everyone, you end up pleasing no one.
But there’s more.
Blogging for business in real estate is about building trust that leads to relationships with the audience you reach.
In order to establish that trust, you need to be seen as competent, experienced, and savvy – the perceived expert.
Now consider the amount of content that will need to be created to establish this impression by your full spectrum of potential visitors. First you will need to write exhaustively about every neighborhood that you’re competent to cover. Then you’ll need to tackle all the common questions, concerns and challenges of every potential buyer/seller you could work with. I have to stop here because I’m getting anxious just thinking about how much work this would entail.
Once they recognize that they aren’t going to be able to please everyone, and that any attempt to do so will in fact have them impressing no one, we can then work on who we should attract and impress.
Instead of seeing their online presence as an a reflection of their business, it needs to be seen as an extension; a tool to effectively attract business.
So the question we ask is: “If we can help you generate 12 new sales over the next 365 days, and they all had to be from the same sort of client, how would you define them?”
With attracting buyers for example:
What community do they want to live in?
What price range?
What sort of RE experience do they have?
What is their income?
How old are they?
Where are they from?
You get the idea.
We want to help our clients narrow the focus of their content and calls-to-action so that they avoid trying to attract and please just anyone. Once this is established, the vision for the website becomes much clearer for them and us.
We are not painting you into a corner, but rather laying out the red carpet for new business, business that you want and expect.