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The Fundamental Elements Of
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This 'very different process' has caused some agents to appear as the proverbial "deer in the headlights", frightened to the point of paralysis, while others have grasped the concept with their businesses expanding and growing.
Lets break 'real estate marketing online' down with a simple "Push/Pull" comparison to illustrate the point.
Marketing Real Estate Offline - Push Information through the following tools: flyers, postcards, cold calling etc..
Real Estate Marketing Online - Pull visitors/prospects with the following tools: one or more websites with valuable local information/content that inspires prospects to contact you. Follow-up emails and the telephone.
Your website must be able to PULL! It must be able to draw people in with web site content that site visitors find valuable.
Online experts say ..."Talk about Benefits NOT Features!" At first glance, that may sound like an obvious statement, but it is often a difficult concept to grasp... especially in real estate.
Break it down this way:
You and Your real estate expertise are Features!
Understand that... at first ... real estate prospects are NOT looking for YOU or your expertise.
They are looking for answers to their questions such as:
- How much house can I afford?
- What are all the costs and fees associated with a purchase?
- Are there any hidden costs?
- Should I rent or buy a house?
- How do I get the best price for my house?
- What are the advantages/disadvantages of New Homes vs Resales
- How do I adjust for my pending retirement?
- What are the advantages/disadvantages of buying an investment property?
- Where are the good neighborhoods?
- Are termites or pollution an issue in this area?
- What mistakes should I avoid?
- What is the best deal for a mortgage?
- And the list can go on. They are looking for INFORMATION!
The Benefit to a visitor/prospect is INFORMATION!
Real estate marketing online is about providing benefits by answering their questions.
When you talk benefits, you're showing an interest in the site visitors needs. Your expertise will flow through your willingness to offer up those answers and that's the best way to PULL and engage your site visitors.
Real estate marketing online is about separating yourself from the rest of the online agents.
You can soon set yourself apart from your competitors and generate a constant stream of eager site visitors by being the source of unique information/content about your market. If you are providing valuable information and content, other site owners and businesses will refer your site to their customers. Quality, related referrals(links) to your site add to your credibility, just as an offline referral does. (And we can all agree, good referrals are the best!)
NOTE:
- If your site has the cookie-cutter content and information the service provider supplied, you have not set yourself apart or established credibility.
- If your page headlines are the cookie-cutter ones provided, you have not set yourself apart.
- Web surfers can find that same duplicated content or headline hundreds if not thousands of times. (Search Google for the term: "6 buyer mistakes" to see what I mean.)
- The major search engines are not kind to duplicate content sites, to put it mildly, so your site may never be found that way.
A View Of Real Estate Marketing Online From An Expert: Ken Evoy
"Large real estate companies (ex., Century 21) have no clue how to use the Net to generate high volumes of traffic for their individual sales agents. They try to use offline models/strategies on the Net... with predictably dismal results. Worse still, they are so paralyzed at a corporate/technological/sysadmin level that it will be at least five years before they begin to figure out how to empower their agents. Yes, the Net is becoming a useful real estate demonstration tool -- virtual tours of homes are very nice, and a valuable sales adjunct. But not enough people are finding them.The Web has so much more potential than being a 21st century brochure. Meanwhile, it's up to the individual agent to sink or swim. Most are sinking. They put up a Web site and then include the "www" in their business cards and offline ads. Instead of sinking like that, choose to swim! There will never be a better, more opportunity-filled time to establish your place on the Net... whether you represent real estate or heavy equipment rentals. So how can you, as an agent who represents a product or service, take advantage of this situation? Master Your Niche... Own It!" ~ Ken Evoy |
Ken Evoy and the services provided by SiteBuildIt have become my "guru-in-the-ear" when it comes to real estate marketing online. His logical, 'no hype' approach to online marketing resonates with most and his impeccable reputation speaks volumes, as does his sincere desire to help you achieve success. PROVE it you say? That's easy.
(SBI is the only company that has proven success!) The suite of tools in his SiteBuildIt package has made it possible for me to share with you the information and content, of this site! (I'm a Realtor ... not a tech wizard.) See more proof of success here.
"Dr.Ken" has kindly offered to have any of your questions
answered live ... by phone through a "Real Estate Marketing Online Teleconference". Check it out and reserve your spot! Access is limited for more personal attention.Want some answers regarding SiteBuildIt right now?
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