So You Think You Want A Website…
by Sharon Hassler, President, Go Get Experts
The 1990s saw a frenzy over web sites; every real estate agent had to have one. Costs were excessive and results were mixed. Eventually the urgency passed, and web sites became part—not the focus—of an overall marketing strategy. With more options and better pricing today, now is the ideal time to incorporate the Internet into your business plan.
If you’re not a web expert, the sheer scope of Internet products can be overwhelming. Where do you begin? Start by answering these two questions:
- What benefits are important to me?
- What costs fit my budget?
Benefit 1. Repeat and referral customers can always find you.
The one undisputed benefit of the Internet is the opportunity to maintain a permanent address. Your past customers may toss out your direct mail pieces and “I’ve moved” announcements but they can still locate you online if you have a permanent address. A web address can be yours with a simple web page, a bare-bones web site or a custom product. Whichever you choose, it should be:
- professional (it reflects a positive image)
- affordable (you can keep it permanently)
- easy to update (you can keep your info current)
- bookmarkable (it’s easy to return to)
Realistic* cost: Web page, $59/yr. Basic template web site, $295/yr. Custom site, setup $2,000 and up; hosting $300/yr.
Benefit 2. You’ll receive new leads.
The average web site will not automatically generate new business. In fact, a new web site is like a billboard on an untraveled road. You must spend time and/or money to promote it in the hope that someday it will promote you. Or purchase a web site specifically designed to attract leads, which may or may not perform as advertised.
Lead generation is one of the most misunderstood elements of the Internet. Success requires prime placement in search results, and—except for sponsored listings in Google or Yahoo—you can’t buy your way onto page one. “Organic” non-sponsored placement requires an optimized web site and consistent effort. Only a limited number of search-engine-optimization (SEO) experts can deliver prime positioning without threat of Google banishment… and they’re expensive. Realistic cost: Lead-generating web wite, setup $1200; hosting $600/yr; upgrade SEO $2600/yr. Top SEO expert $6000/yr.
Incidently, emails or telemarketers “guaranteeing page one in Google” are scammers. Don’t be impressed by examples of their clients on page one. Note the search terms they’re quoting you. For real estate, they may promise prime Google placement with 7 to 15 specific keywords, but the average Internet user won’t enter those exact words in a search. Smoke and mirrors. Remove even one keyword from the search, and your site drops off page one. Don’t fall for this spiel.
An alternate choice for acquiring new prospects is signing up with a lead-generation company. When a potential customer submits an inquiry fitting your criteria, the company offers you the lead for a price. While not cheap, this is a viable method for obtaining leads and you don’t need a web site.
Realistic* cost: $360 + 30% referral fee; $20 to $60 flat fee each.
Benefit 3. You’ll be more productive.
Many template-type web site companies and some custom designers build productivity tools into their products. Your site may include contact management, auto-responders, customized email responders, lead capture, instant lead notification, listings posted with IDX and shared with other agents, appointment setting with reminders, maps and driving directions, even pod casting!
Realistic* cost: Template-type, $800/yr. Custom, setup $3000; hosting $800/yr.
Internet technology has opened up new worlds to all parties in the real estate transaction. Buyers and sellers find agents and vice versa, but you would do well to start small and upgrade as both your Internet knowledge and budget increase.
*Realistic means reasonable. Realistic costs quoted are not the highest or the lowest in the marketplace but are reasonable prices for professional products from reliable companies. Call or email us for web solutions we recommend.
For more tips on creating an effective, professional website, check out ebook, “So You Think You Want A Website: Internet Marketing 101 for Real Estate Agents.”
©Copyright Sharon Hassler. All rights reserved. Sharon Hassler is president of Go Get Experts, LLC, owner and operator of GoGetRealEstate.com and other web page/directory websites. She is author of the downloadable eBook “So You Think You Want A Website: Internet Marketing 101 for Real Estate Agents”. A former loan officer and real estate agent in Southern California, she served as Communications Manager for First American Title-Arizona for 11 years. For more about Sharon, visit GoGetRealEstate.com/Get/Sharon.