Most agent website problems are easy fixes. Let’s take a look at the three most common agent website problems and see if we can get them fixed for you.
1. Lack of focus
Many agent websites seem to reflect a common agent mindset: “I am a jack of all trades and master at none.” When agents are trying to reach every, last conceivable prospect, their websites end up with a vague and meaningless focus.
No, “Buyers” and “Sellers” aren’t target audiences – at least not in a way that sets you apart from every other agent in town. If you truly want these two, overly-broad groups as a target, create two websites, one for each.
Your buyer’s site can then be narrowed down even further. Are you looking to work with first-time buyers? Condo buyers? Move up buyers? Retirement buyers? Luxury or ranch home buyers?
The same holds true for the seller-focused site: first-time sellers, downsizers, selling the luxury or waterfront home, for instance.
“One of the biggest marketing mistakes is to attempt to appeal to everyone at once.”
Suggests Tom Hallissey at Fat Guy Media. “The most-efficient way to reach more qualified consumers is to target smaller, more specific groups.”
We once worked with a woman who specialized in mobile home buyers. Sure, one mobile home here and there seems hardly worth the effort, but this lady specialized and marketed herself as the expert. She made a killing in the mobile home market and, her website was one of her best lead generation tools.
2. Overly-focused on the wrong things
Real estate prospecting is all about building relationships and each visitor to your site is a prospect. What happens then when visitors are immediately bombarded by how great you are, how many homes you’ve sold and how much money you make?
Is the braggadocio the person you would want to build a relationship with? Of course not. Self-important bragging is unattractive and doesn’t tell your website visitor one thing about “what is in it for them”.
So, skip the hype about you and, instead, make your website client-focused. If your ideal prospects visit your website, what do they want to know? How can you help them find it? Use your knowledge of and experience in real estate to demonstrate why you are the agent they should hire.
3. Wait … isn’t real estate all about location?
We recently read a Facebook post from an agent who was complaining that, after six months, his website just wasn’t “working.” He was blaming the website company.
Yet, one look at his site points the finger right back at the agent. The only mention of his market – his geographic location – was in his email address, posted at the bottom of the page.
He bought a template website and did nothing to customize it, except to plaster his own name all over it. This, despite there being numerous opportunities on the home page alone to stick in at least the name of his town.
His neighborhood pages consisted of his IDX for the area. That’s it.
According to NAR’s 2017 study, Real Estate in the Digital Age, nearly half of homebuyers using the internet are interested in neighborhood information.
Many agents ignore this section (if they even have one) of their websites, and it’s a pity. What’s it like living in a particular community? What are the good points? Why would I – as a first-time buyer, a move-up buyer, a commuter, retirement buyer, someone with a family or any other type of buyer want to live there?
Use your website to show pictures, discuss local news and events in your blog posts and anything else that captures why this neighborhood is a great place to live.
If your website isn’t converting as you hoped it would consider tweaking it to be more consumer-focused and offer the information they’re craving.
Start providing your farm with the neighborhood information they crave today.
Send at least 100 Neighborhood Update postcards to your farm or an area where you want more listings.
Need help targeting the perfect niche of sellers or buyers? Use our mailing list tool to create the ideal list or call our support team for assistance at 866.405.3638!
PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!
1. The Free 2018 Real Estate Business Plan.
Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here
2. The Free Online ROI Calculator.
Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here
3. The 12 Month Done-For-You Strategic Marketing Plan.
The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here – Click Here
Also…check out these cool tools 🙂