Real Estate on the web…

This chat is on the importance of lead capture, branding, and why your website is likely an under-achiever.

Back relaxing on the patio, sun fading with silver lined clouds, after listening to a real estate agent, now client, rant about why they aren’t getting leads with what they had on their website.. well, yep. Not using social media, basic SEO.. nothing nada zip. Garbage out, garbage in. (think about that, it’s the difference between outbound marketing and inbound)

So join me, pour a nice Merlot, see how it works on the nose, and then savor it on the tongue. And while you do that on YOUR deck, savor this…

I’ve been working with real estate agents and firms for years. They all do things their own way with their own “known/linked person” network, and usually do it well.. but when it comes to “inbound marketing,” using the internet to gather leads.. they miss it! (Do you understand the UnMet/Met/Served databases, how each is worked differently? Later post on that.)

What does your website do?

An agent’s website has two PRIMARY functions.. (yes, there are many secondary functions, we’ll talk about those important things later)  but those two are personal Branding and qualified LEADS.

Not “Branding” as in a western logo burned with a branding iron on your rear, or Leads as in clues to a mystery (we are de-mystifying InterNetWorks here, I promise) but.. well…

we are now in the InterNetWorks world… and you’d better take note to succeed in today’s market.

So, your website for Branding..

Branding.. Critical.. it differentiates you. Why are YOU the agent the site visitor should select. You must create incredible and immediate value to the client online.. for them to trust you with the most important fiscal decision in their life. They need to feel a connection, a trust gained from your expertise or experience or shared values/interests/paradigms. The visitor must “relate” to your online positions and persona (more on that later too) and must find sufficient connections to believe you the right “guide” for them to handle the real estate transaction they hope for.

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It’s like the Merlot I’m testing; it must swirl, have eye catching color, grab attention, and make the nose happy as you first sample it… create interest. First impression…

Then, sit well on the tongue as it works… blossom… really making the care, wonderful work, and attention of the winemaker and wine show through. The quality of the grapes and vintage really shine.

And then, the carry through, leaving the palette satisfied with the after taste and the follow through. That wonderful after taste that says you’ve been treated. Feel like the wine has satisfied, been complete, and is worthy of recommendation.

Understand the analogy?

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So if you can create that all important trust and interest in your Brand.. then you then need to capture the lead!

So now, website for Leads!

Your agent or team website, primarily, and any other InterNetWorks sites your are working with, should, MUST have lead generation as the overriding ‘opportunity” for your new visitor.

Leads are what you thrive on. Your online presence, brand, should be all about driving totally unknown prospects into true leads.

If your website does NOT have a call to action.. a way to capture leads.. and I don’t just mean once… but on every page, and with several opportunities, you are losing to those that do it right.

Leads are what it’s all about… Leads to create a listing, leads to show a potential “lister” what you can do for them, leads to show a home, leads to do market research, leads to to to… there are dozens of lead capture mechanisms, all ethical, appropriate, and most importantly, initiated by the prospect. They WANT you to contact them.

Critical…

But still, on the website, it’s the “Who” you are that is critical… how you understand the market and the technicalities.. it’s all about Branding. Wait, no, it’s all about Leads! umm, no, it’s all about Branding… the Leads, the Branding, the Leads, the….

About time for another Merlot…

Branding and Leads, the Yin and Yang

Leads/Branding are the Yin/Yang of online, inbound marketing. Inexorably interrelated. You must develop and follow through consistently on both.

We will have another patio chat soon, as I feel like understanding the difference between the “UnMet/Met/Serviced” databases needs to be explored more… among so many topics.

Cheers…

Or as my dear Realtor friend and real estate social media expert Sandy Ramseth (and a wonderful real estate blogger at Sanibel and Captiva Islands FL) says in each email we exchange..

Ciao’

Parham…