Sperity Real Estate Ventures

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What Your Real Estate Website Needs to Be More Effective in Gaining Customers

These days, businesses simply can’t survive without a website. The internet is the first place a customer looks when they are looking to work with a business. With every business building a webpage, it can be hard to stand out. In order to get attention, you need to focus on your niche. If you run a real estate company, there are a few industry specific aspects of your website that deserve special attention. The following advice will help you focus your efforts so that customers are impressed when they view your page.

Add Quality Videos and Photos

There is absolutely no excuse for a pixelated image on your website. Pixelated photos and videos don’t allow customers to see the quality of the property. Instead, they get the impression that you don’t take pride in your work. On the other hand, HD photos and video show that you do high quality work. Video courses are a powerful type of lead magnet to include on your website. Quality video with nice music can help a customer build an emotional connection to the properties on display. It can be expensive to hire a quality photographer, but the returns are worth it.

Virtual Tours

The last thing you want to do to a customer is drag them through tours of properties that don’t catch their interest. This tires the customer, destroys their enthusiasm, and strains your relationship. You can avoid this with a virtual tour. With the emergence of 360-degree cameras, many real estate companies are starting to put together virtual tours of the properties that they sell and lease. This allows customers to get a better idea of what properties they want to visit in person. If a customer sees that you offer virtual tours, they will be much more interested in working with you, than a company that only shows pictures.

Engaging Content

In order to increase customer traffic to your website, you need to appear more in online searches. One of the best ways to do that is through content creation like a blog. Having a regularly updated blog will move you up in search engine algorithms. Having quality blog posts will create a good impression with your customers. It is a great way for you to show them your industry knowledge.

Working in real estate is a rewarding business. You are helping people find their dream space. You want to make sure that your hard work is paying off. By updating your website and following the above advice, you will see an increase in customers that trust in your ability to get the job done.

Looking for a new, bigger business location? We can help.

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Guide to Social Advertising

There is a lot of information out there about social media and how to use it to promote your business. I read a lot of write-ups on that and enjoy learning about social media — as you can tell with my involvement as a Founding Board Member of Social Media Club of Richmond/SMCRVA (website Twitter Facebook page).

Since the focus of this blog is not primarily social media, I try to keep that talk to a minimum. Once in a while I come across something that I just can’t help but share. This guide* from Eloqua struck me as particularly useful and to-the-point:

[slideshare id=8838937&doc=eloquagrandeguidetosocialadvertising-110812150816-phpapp02&type=d]

Speaking of social media and SMCRVA, be sure to check out this month’s SMCRVA event where you can meet and greet Richmond’s best connected social media folks and hear our esteemed speaker, Amber Naslund:

On Thursday, August 18, SMCRVA is giving Richmonders a unique opportunity to listen and learn from Amber Naslund (@ambercadabra), world class social media pro, blogger, VP of Social Strategy for Radian6 and co-author of “The NOW Revolution”.

Be one of the first 180 to buy a ticket and receive a free copy of Amber’s new book, thanks to The Hodges Partnership and Hodges Digital Strategies.

Buy tickets here (and quickly, so that you can be sure to have a copy of Amber’s book waiting for you at check-in!)

*Funny coincidence, I first saw this guide because of a tweet from Amber’s co-author, Jay Baer. See? Everything comes full circle.

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Pay what you think is appropriate

I don’t know that I would suggest this pricing strategy, but it is interesting.  There is a coffee shop (Terra Bite Lounge) in Washington state that has no prices, but instead has a donation box.  The theory is that peer pressure, guilt, and common decency will cause the consumers to give appropriately (or more than appropriately).

Here is a link to the Seattle Times article, but I would suggest that you go to the Freakonomics blog where there is an interesting discussion going on in the comments.  Apparently there are several other businesses that have tried the same approach in different parts of the world — with different results.

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Rules for “One-shot Sales”

Or "Embracing the naive prospect" by Seth Godin, the marketing guru.

Seth points out some valuable insights for anyone that sells to a target market of consumers that are making a "once in a lifetime" purchase. (i.e., a DJ for a wedding, or a Realtor that deals primarily with first-time home buyers)

At first, I thought I would be pointing to this mainly for the benefit of other Realtors, obviously with the first thought coming to mind of how I deal with first-time buyers and sellers of businesses and real estate every day.  Then I realized that beyond my bubble there are industries that deal with this "naive" type of customer every day, too.

Now "naive" in this sense is not meant to put down anyone, it’s just to acknowledge the experience level of your target market. 

Wedding vendors are a great example of this — the wedding process is not something that most people end up going through enough to be experts at it (let’s hope not, at least).  It is a crazy time trying to plan it, and even if you have a wedding planner, you still had to pick that person.

Visit Seth’s site and see what he has to say about how to deal with these "naive" consumers.  I think his insight was right on track.

I would love to hear how anyone else is dealing with this issue in their own businesses.  I submit that this blog is one of the ways that I am addressing it in my business.

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