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2011-08-05 22:43:50

Realtor Websites With Bite: Part Three

Bells and whistles are attractive and get some of the tech-savvy gang gung ho and wanting more, but the main pillars of a powerful, effective website aren’t always purely technology related.

The first pillar we reviewed, believe it or not, is customer service. People and service, not technology. The second pillar was a website that integrates listing syndication for mass online exposure, with control over distribution channels and access to traffic reports.

Pillar #3 is rich, engaging content. Again, not a technology tool, but a discipline consistently applied into a powerful technology platform.
engagement pyramid 300x213 Realtor Websites With Bite: Part Three

An Ontario agent’s recent online testimonial to this speaks volumes. According to him, 80 percent of his business comes from his website! That is a number worth paying attention to. When we asked for specifics, his first point confirmed the importance of rich, detailed content that engages visitors.

“If I had to pick one aspect that works… well, actually there are several. I believe the ability to display a large number of photographs, room for plenty of information and the creation of a virtual tour environment is very much appreciated by my clients and potential clients. These three features not only serve to market the property well but also reflect on the client’s perception of my professionalism.”

If you have a real estate website platform that supports quick upload and delivery of engaging content, use it to your advantage. The technology is there for a reason. For example, the Point2 Agent platform allows up to 36 photos for each listing. We know that photos are the number one item consumers look for on a REALTOR®’s website, according to the Profile of Home Buyers and Sellers 2010 issued by NAR (National Association of REALTORS®). So don’t settle for one, two or 6 photos. Load it up.

We conducted research twice over the past few years each confirming that the higher the photo count, the higher the leads generated. The sweet spot? 16 photos or more. The jump in interest between 15 and 16 photos was significant enough to pay attention to. But the platform must automate the photo resizing and uploading process, so you don’t spend half a day uploading a listing.

The next item consumers find very useful on a REALTOR®’s website is detailed property information, also according to the NAR report. Take time to provide as much information possible. The old paradigm of skimping on information to force a phone call is no longer as effective, if not dead.

Buyers want to deal with an agent who offers useful information and, who relative to others, takes the time to present properties in an appealing, engaging fashion. Gives your website some competitive bite and is the professional way to go about the business.

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