Wow - so many issues have been addressed in this thread, I wouldn't even try to adderss them all. But, I can share my approach. My philosophy is that the most important thing about a real estate website is that it works. And, I define "working" as generating leads.
Do you need the most expensive design to make your site generate leads? Not in my experience. I know of some pretty sorry looking sites that make tons of money for their owners. Do you need $1000/month of SEO? Not in my experience. There are any number of alternatives that produce good rankings and traffic.
Would I recommend that someone create an ugly site and do no SEO? Of course not.
I counsel clients that their website needs:
- a pleasant, professional and welcoming design.
- good tools and written information for their buyer and seller visitors (this is how I define "content").
- good, clear navigation to make it easy for their visitors to find what they need.
- to have a clear target market and marketing message.
- to be created after they plan an SEO strategy.
- to have good on-page SEO and an ongoing off-page SEO (or link building) program carried out on an on-going basis.
Having a beautiful design, to help agents present a message to a niche market very effectively is great. Weighing all the factors, however, I counsel clients to use their Internet marketing budget wisely. They need to add up the cost of:
- graphic design
- making the site easily navigable and doing good on-page optimization (which should be a given for any web designer in my opinion)
- adding unique tools like market condition reports, neighborhood search engines, school information,interactive maps, etc.
- creating good written content, even if it is mostly to satisfy the search engines; it also does serve the purpose mentioned previously of being a proof source for the agent's expertise
- creating an effective marketing message to a targeted audience
- funding on-going SEO activities
and then figure out how they will use the budget they have. Unless someone has an unlimited budget, I would recommend that they put most of their budget on the things that will really impact the ability of their website to generate leads. For me, graphic design can be done at many levels and should not be the main focus of a site's development.
Having good content (in its broadest definition) and good SEO is key. Certainly adding content on a regular basis, or setting up an effective blog (with a good interlinking strategy with the main site) helps, especially if the web owner is not doing any SEO. But, I agree with Win in that a good SEO program can offset the need for adding content regularly.
Kathleen
Real Estate Marketing -- Real Estate Websites - Real Estate Marketing Blog



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