IS YOUR WEBSITE COMPANY HOLDING YOU HOSTAGE?
IS YOUR WEBSITE COMPANY HOLDING YOU HOSTAGE?
I’ve never met a land and ranch broker that tells me their favorite way to spend their time is managing their website. As a matter of fact, quite the opposite is true. Most describe the hassles of dealing with their website as if it’s literally holding them hostage. It keeps them from being able to do what they do best, which is spending time in the truck, building relationships, and closing deals.
Here are some of the most common website frustrations I hear about website companies:
“When I try to explain to my web guy what I need, he uses all this technical jargon that basically means it’s going to cost me an arm and a leg. He doesn’t know my industry.”
It is so important to align yourself with website companies committed to using technology to simplify your life, not complicate it. Today’s technology is truly amazing. Ten years ago, iPhones didn’t even exist. Today, roughly three quarters of Americans use smart phones in a way that has completely reshaped our expectations of how the world does business. The resulting technology now used to build websites is easy to use, easy to maintain, scalable, fast in accomplishing its tasks, and very affordable. Why would anyone want to get locked into expensive, outdated, cumbersome website technology that doesn’t even do what they need it to do?
The web developers you want to work with should understand the world of land and ranch brokers. They should understand you don’t have the time, expertise, money, or desire to mess around with your website any more than absolutely necessary to ensure it is helping you succeed. And above all, they shouldn’t expect you to be impressed with technical jargon, which I call “techwanese.” Today’s technology does not have to cost you and arm and a leg or require a technology degree to understand how to make it work for you.
“I have no idea if my website helps or hinders prospective clients. It’s just there.”
I tell people you should have confidence that your website is showcasing who you are and letting people know they can trust you. The business of selling land is built on relationships, and good relationships are built on trust. Your potential client is forming an opinion of you from the first minute they glance at your website. They are looking for a website that gives them confidence you are credible, professional, and trustworthy. Your website should reflect your brand and the unique nuances of you and your business. It should provide accurate information quickly and easily, and engage them in a way that makes them want to contact you to find out more.
“I am completely dependent on my web guy to make the updates I need, and I can never find him when I need him.”
There is an assumption out there that the solution to quick and accurate updates is all about finding the best person out there to do it for you. While working with a responsive, available website support team is absolutely critical to your success, the very best approach to take the hassle out of updating the properties on your website is to automate the process so it happens daily without anyone touching it. Through the right partnerships and the right technology, this is possible.
“When my seller calls me about a property listed on my webpage, I cringe when I have to tell them it’s not updated yet.”
It’s so important to remember that outdated, inaccurate information actually breaks down trust in the relationship you are trying to build with your prospect or client. Getting the wrong information from your website actually causes people to question if anything you ever tell them is really true. Once broken, trust takes a long time to rebuild and people may not give you a second chance. Don’t kid yourself- outdated information hurts your business. You cannot afford to get it wrong.
I guess the bottom line is this- when you’re evaluating website companies, make sure they know your industry and also understand that you aren’t as excited about technology as they are. Make sure they are responsive to your needs and unique business, even in the sales process. Call them or email them and see how responsive they are before you move forward with them. Make sure they are a legitimate business partner that uses scalable, affordable technology that will grow as you grow. And most importantly, you have to keep your listings updated on your website. Make sure your web partner has an approach that simplifies this process for you.
My passion is doing what I do best so that you can do what you do best – spending time in your truck building relationship and closing deals.
I started landbrokerwebsites.com specifically to focus on the land and ranch broker industry and provide hassle free, affordable websites that showcase who you are and lets people know they can trust you. My team and I are committed to using today’s technology to simplify your life. We provide automatic system feeds from your Lands of Texas properties to take care of daily updates so you don’t have to. I strive to keep our team responsive, available, and committed to helping you succeed. Although we do speak Techwanese with each other now and then, we make it a top priority to speak to you in the language you understand. We take time to understand your individual goals and objectives and develop the best technical strategy to showcase who you are so people know they can trust you.
Don’t spend another day hassling with an unresponsive website company that doesn’t understand the land broker world, call me. I’d love to help!