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<strong>LAND</strong> NEWS<br />
Did you know that your website (or lack of one) makes more of an impression on<br />
a potential client than your office space, your agents’ smiles, and your “For Sale”<br />
signs? You need a good website to compete in the realty business. Building or<br />
redesigning a website doesn’t have to be confusing or frustrating. I’ve learned<br />
some tips during 14 years in the website business, and I’d like to give you clarity<br />
about the pieces of the website puzzle.<br />
This is the first of four articles that will run in Lands of <strong>Texas</strong> over the next few<br />
issues. This first article will discuss why you need a website and what your options<br />
are. The second article will consider the content of your website. The third article<br />
will focus on how to get found online, otherwise known as Internet marketing.<br />
The fourth article will give you ideas on how to combine Internet marketing with<br />
traditional marketing to get the most bang for your promotional buck.<br />
Y o u r C u s t o m e r s a r e<br />
S e a r c h i n g O n l i n e . . . . a r e<br />
t h e y F i n d i n g y o u r S i t e ?<br />
Why your website matters<br />
Websites are the new business cards. Similar to a business card, your website<br />
should tell potential customers who you are, what you do, and how they can<br />
reach you. A website done well accomplishes even more than that. It can also<br />
establish “likeability” and trust. Websites create credibility. Many of your potential<br />
customers are searching the Internet before making buying decisions, whether<br />
they’re considering products or services. You want them to find your business<br />
online. Websites are sales tools. A well-done website is your home base for<br />
increasing business. Give your customers a great website they’ll be proud to<br />
send to their friends, increasing your referral business. Drive phone calls and<br />
appointments with your website. Capture the leads who are doing their research,<br />
and convert them to customers.<br />
What your website should do for you<br />
Your website should present you in a professional manner. Like curb appeal and<br />
beautiful staging, your website should attract your customer’s positive attention.<br />
The design of your site should convey professionalism, be up-to-date, and follow<br />
current web design practices. Your website should show your customers how<br />
you can help them. The layout of your website should help people find what<br />
they need easily and quickly. For example, when potential customers go to your<br />
website to find your phone number, they should see that right away on the home<br />
page. Don’t make them scroll or click endlessly to get in touch with you. Your<br />
website should set you apart from your competitors. What is the unique value<br />
proposition you can offer your customers? What makes you different from other<br />
realtors in your market? Your website is the best place to start showing your<br />
potential customers what makes you worth doing business with. Your website<br />
should offer your property listings. Keep your company in front of your potential<br />
customers by integrating property listings into your website. You do not want<br />
potential customers going to another website to get information about your<br />
property listings. This reinforces your brand and your name and gives them more<br />
connections with you. The second article will talk about this in more detail. Your<br />
C u t t h e C o n f u s i o n :<br />
W e b s i t e O p t i o n s<br />
Y o u C a n U n d e r s t a n d<br />
website should increase your visibility online. Your website needs to be found<br />
when people search the Internet for properties in your region. A strategic approach<br />
to Internet marketing is key in getting the right people to your website. You need<br />
a website that is well optimized for search engines, laying the foundation for<br />
future Internet marketing, which will be covered in the next two articles.<br />
What are your options for a website?<br />
Think of website options in terms of housing options. The variables you choose<br />
determine the cost.<br />
Option one: Pre-Designed Website<br />
Your clients, Joe and Sharon, could buy a ready-to-move-in home. They’d just have<br />
to paint their name on the mailbox and hang a wreath on the door to personalize<br />
it. In the same way, you can get a professional template for your website, add your<br />
logo, contact information, and listings, and be ready for business. A pre-designed<br />
website is the easiest and least expensive option. Someone has already taken care<br />
of the up-front cost of doing designs and then resells that template multiple times.<br />
Pro: good looking site for low price. Con: not totally customizable. This is a great<br />
option for all but the biggest companies. For them, we would suggest getting a<br />
custom design, not a template that could also be used by other companies.<br />
Option TWO: Semi-Custom Website<br />
Another option for Joe and Sharon is to buy a house they can finish exactly how<br />
they want. The home is built, but they can paint the walls, put down carpet,<br />
and add granite counter tops. This is like a semi-custom website. You can start<br />
from a pre-designed site and then customize it. Pro: you can change the colors<br />
and rearrange some elements. Con: just as homeowners have to be careful about<br />
modifying walls that could be load bearing, website clients using customized<br />
templates may not be able to get things exactly as they would like.<br />
Option three: Fully Custom Website<br />
If Joe and Sharon know precisely what they would like in a home, they could<br />
hire an architect to draft blue prints then they can build a fully custom home. You<br />
can build a website from scratch customized exactly how you want. Pro: you will<br />
get the website you want down to every detail. Con: this is the most expensive<br />
and time consuming option. When deciding which website option is best for<br />
you, consider your personal preferences, your budget, and the size of brand and<br />
territory. Most real estate agencies do not need a fully customized website that<br />
costs ten grand.<br />
A good pre-designed site is a great starting place. Making use of pre-built<br />
templates and listing tools can save you a lot of time and money. Plus, you will be<br />
able to get your new website up and running in just a few weeks.<br />
So what are you waiting for?<br />
Get started on a new website today!<br />
Mike Ciesiensky<br />
CRYSTALCORE.NET<br />
214.810.4051<br />
mikec@crystalcore.net<br />
36 SPRING <strong>2013</strong>
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