THE CONTENT YOUR REAL ESTATE WEBSITE REALLY NEEDS
THE CONTENT YOUR REAL ESTATE WEBSITE REALLY NEEDS
If you had 30 seconds with a potential client, what would you tell him or her about your business? Your answer to that question—the information you consider most vital to promoting your business—is the info you should make most prominent on your website.
In this second of four articles in Lands of Texas Magazine, we’re going to consider the content of your real estate website: what do your current and future clients want to learn about you on your site? The first article, in the Spring 2013 issue, talked about why you need a website and what your website options are, and the third and fourth articles will cover promoting your site and your business.
Show Your Listings On Your Site
The most important information on your website is your property listings. When your potential customers Joe and Sharon Smith look at your properties on your site, rather than on other sites, it reinforces your name and your brand.
If all your properties are listed with Lands of Texas, CrystalCore.net can easily pull all your listings directly into your website. Then when you edit your properties in Lands of Texas, they automatically get updated on your site. This is a painless, stress-free way to keep your site updated with all your latest listings.
Are all your listings currently held in one MLS? If so, you may be able pull all the listings directly into your site. The best part is that it updates itself automatically—you only have to update the property details in the MLS, and all the updates go live on your site.
If neither of those fit, then add your property listings manually into your website. Unfortunately, this means double data entry, because you will have to update them in your website and any other list services to ensure they stay accurate in both places.
Once you’ve decided how to get your listings on your site, segment them so clients can easily search them. Separate your residential properties from your commercial ones, rental properties from those for sale, and land from buildings.
Easily Answer Your Clients’ Questions
After you have the key content in place—your listings—you can think about what else your website should communicate.
What reasons do your current and future clients have for visiting your site? What questions are they trying to answer? Make the answers easy to find.
When Joe and Sharon look at your website, they want to know:
How to reach you and where your office is located: mby Mike Ciesiensky| CRYTSALCORE.NET
(214) 810-4051| MikeC@CrystalCore.netake sure to put your phone number and address on the home page. A contact page with directions and a map is also helpful.
About your company and your agents. Tell the story of your firm and what sets you apart from your competitors. Include bios and pictures of your agents. Friendly faces and personal stories will help potential clients connect with your company and want to work with you.
Why they should choose you. Positive testimonials from other clients can be very convincing.
Consider contacting some of your recent satisfied customers and asking them for a two- or three-sentence testimony about why they loved working with you. Ask them to include a picture of themselves in front of their new home or property.
Provide Extra Value and Increase Business
Beyond the basics, your content can provide extra value to clients like Joe and Sharon when your site goes further than your competitors’ sites. You can differentiate yourself and serve your potential customers by adding localized content. Consider what information would be helpful to people new to your area, like the Smiths. What would they want to know about? Perhaps family-friendly events in the area, the best neighborhoods, the top-rated school districts for their two kids, the strongest growth areas for local businesses, why this land is a good buy.
People who are considering a relocation to or purchase in your area are searching the internet for the answers to these questions. If they find articles or blog posts on your site that help them out, they’re much more likely to pick you as their real estate company when they’re ready to buy. By creating useful content, you can establish your company as the expert in your area. You’ll provide a valuable service and increase your own business.
Keep Your Site Current
All this great content on your site should always be current. You’ll want your listings to be up-to-date, your agent bios correct, and your other content accurate and timely. For example, if Joe Smith checks the opening hours for your office online, then drops by to find you closed, his trust in your business will decrease.
The best and easiest way to keep your site updated is with a Content Management System (CMS).
When your site runs on a CMS, it’s possible for you to make changes yourself rather than having to constantly call your web company to update your site for you. With a CMS, you can add your new phone number, mention a new agent, or write a quick blog post without having to pay an expert to do it for you.
CMS options are endless. Some are paid and some are free, so when considering which CMS to use on your site, ask your web designer which ones they prefer to work with, which ones they recommend, and why. Ask them how easy the CMS will be for you to use. See if they can give you a demo behind-the-scenes so you can view the process for making updates.
Great Content = Great Sales
The ability of your website to increase your business is only as strong as the content you create. Get your listings on your site, answer your customers’ questions quickly and easily, offer added value with your unique, local content, and you’ll be well on your way to building your business.