How you ask? Before I answer that question I have to ask you another question. Do you provide links to “great” websites like your local chamber of commerce, your local newspaper website or maybe the area convention and visitors bureau from your website? I know you were thinking those websites offer all kinds of great area facts and information (and they do). And the main reason you provide those links to these sites is because…….? We both know why. Chances are your site fails to provide any solid area information to your site visitors and you want your site visitors to be able to get to know your area. So is it a bad thing to provide your visitors these “community links” to this “valuable area information”? BTW - this is as close to a rant post as you’re going to read from me. Take heart - it’s a mild rant.
It seems that when people talk about driving traffic to their website, they immediately focus on two methods - Pay Per Click, and Search Engine Optimization. While these both work, they are only two of a number of ways to drive people to your website.
The problem with Search Traffic
With both Pay Per Click and Search engine Optimization, you rely on people seeking you out. You simply wait around for someone to type the exact keyword that is going to show your website and hope that the user clicks on your link. To me, this seems like a pretty passive way to get traffic. Why not take a more active approach? Instead of waiting for the traffic to come to you, why not go to them?
Groups of Your Target Audience
Did you know that there are currently over 18K groups (groups not people) centered on Real Estate in Yahoo Groups. And this doesn’t even include Google Groups, MSN Groups, etc. Now remember, these groups are not too fond of people who go in and try to “hard sale” their services. Instead, they are looking for Subject Matter Experts (SMEs). With this in mind, simply go in with the mindset of being the resource of information. They will quickly see you as a Trusted Advisor.
Linking Up with LinkedIn
Groups are not the only social hub for your target market. LinkedIn is another place to become a SME to your target audience. Even if you target audience is the luxury market. In fact, LinkedIn states that “Every one of the Fortune 500 companies has at least one executive on the LinkedIn network.”
But Social Networks is only for Teens!
I know what some people may thinking. “You Tube, Facebook and My Space are only for teens!” Right? Not really. Actually “Over 40 percent of luxury consumers visited a social networking site, such as Facebook, YouTube, MySpace, etc. in the past three months.” And since we are talking about the luxury market, there are even Social Networks for specifically for those jetsetters.
Get Creative – Land More Clients
The key is to get creative and use the power of social networks to catch your target audience early on in the game. For example, “Over 90 percent of luxury consumers used the Internet in support of their travel planning” (think 2nd home or relocation). Now, imagine you are on these travel websites submitting reviews of the best 5 Star restaurants in the area. Oh, and you just happen to subtly work in your background and profession to validate yourself. “As a Realtor in CityName, I frequently take my clients to [Restaurant name]…” Suddenly, the luxury home owner looking to buy a vacation home now has a trusted resource who didn’t try to hard sell them but was the information resource.
Can Potential Clients See You on YouTube?
Vacation seekers and people looking for 2nd homes and investment property frequently use sites like Flickr and YouTube to see images and video of the area before visiting. When they do a search on YouTube for keywords like Raleigh Real Estate, do they see your or your competition?
The only thing constant about the internet is that it’s always changing. With so much information available, people will continue to use their peers and social networks to not only find information, but trusted information. Will you actively pursue this gold mind of new business or continue to wait around for people to find you?
I have to admit, I am often temped to include signup forms on our client’s MLS and map search pages. After all, my job is to create real estate websites that fills my client’s inbox with lots of leads. But I always advise against doing so. Why? Well that’s exactly what this blog post is all about.
It’s not an equal playing field
Most real estate agents who require visitors to sign up to search the MLS think there is a balance of power. The agent has something the visitor wants (MLS access to thousands of homes), and the website visitor has something the real estate agent wants (their contact information). But here is the reality. It’s not equal. The site visitor is holding all the cards. The visitor doesn’t need you or your website. After all, if they do make it to your website and see that you require them to sign up to search for homes, they could give bogus information or easily hit that looming back button and move on to any of the other million or so results that Google has retrieved. And that’s not even mentioning the fact that they could search Realtor.com, Google Real Estate, Trulia, and so on.
Go After The Savvy Ones
The California Association of Realtors recently conducted a study comparing Traditional Buyers vs. Internet Savvy Buyers. The results were quite amazing. It turns out that Internet Savvy made much better clients than Traditional Buyers. They require you to show them less houses, they buy quicker, and they require less work on your part. So how does this relate to the forced registration vs. free search debate? Internet Savvy Buyers will typically find another resource if they see a website where they have to sign up to search for homes. But traditional buyers with less experience on the internet will simply follow the instructions. This means that you are actually pushing away the “easy” clients and catering to the clients that are going to make your life more difficult.
Extra Hoops for a Real Lead
Strangely enough, forcing visitors to sign up on your real estate website actually makes it less likely to receive quality leads. Why? When it comes to home searches, one of the best leads is a request for a showing. But by forcing visitors to first sign up, you are putting one more road block between them and that precious “Request a Showing” form.
Be a Leader and Not a Follower
There are a few real estate agents that require their visitors to register before searching the MLS. They seem to operate in clusters. While it may be easy to follow the crowd, the reality is that you have an excellent opportunity to differentiate yourself from your competition. While everyone else is making people mouse in handcuffs, you can shout it from the rooftops that you allow people to freely search without requiring people to register.
Search Engine Optimization
Oh yeah. Requiring visitors to sign up effects your search engine optimization also. This is because Google can’t “sign up” to search the MLS. This means that all those pages that Google would otherwise know about goes into a black hole. Ouch!
The List Goes On
There are more reasons such as having to deal with all the mickeymouse@noway.com leads clogging your inbox and database, pushing away repeat visitors and the appearance as a gatekeeper but you get the idea.
But I need More Leads!
So what’s the answer if you are not getting enough leads? The first step is to not make things worse by putting more stipulations on your site visitor. The savvy ones are too smart for that. Instead, take the opposite approach with your real estate web design. Give even more information away! Make it easier and faster for a visitor to get the information they need. Become the true resource for information in your area. It’s only then that all those savvy visitors will start flooding your inbox with their information.
| Feature | Free MLS Search | Forced MLS SignUp |
| Search Engine Optimization | Yes. Google can freely index the content. | No. Google cannot access the MLS because they can’t sign up |
| Viral Marketing | Yes. Unique and Easy to use MLS search features are shard though out the online community (including bloggers) | No. Nothing to see because it’s hidden behind a sign up form. |
| Attracts Internet Savvy Buyers | Yes. Savvy Buyers know the internet is all about information. They respect sites that are “transparent.” | No. Savvy buyers will move on to a site where they can freely search. |
| Quality Leads | Yes. Since internet savvy buyers are encouraged to use your site as a resource, and therefore know exactly what they want when they contact you. | No. Searching your site makes it more difficult. This means that they require more time and resources from the agent. |
| Positive Trust Transference | Yes. Psychology says that people use trust association and transfer that trust to other aspects. Since the MLS Search is transparent. They assume the Agent will not try to hold back any information | No. People will associate the agent as a gatekeeper. |
Real estate agents are always taught to offer value to their prospects and clients. When it comes to a real estate website, that value is usually conveyed via MLS search tools, free buyer or seller reports, exclusive market data, compelling offers, etc. Here is the reality - you must show value FIRST. Only then can you ask for a site visitor’s information. That is because the Internet Empowered Consumer (IEC) has to first see the value (in your time saving property organizer, exclusive online content, etc.) before they will give up their personal information. Yet so many real estate agents force the user to provide personal information before the visitor obtains the valuable information or access to special tools. This “cart before the horse” concept simply goes against the grain of a successful website.
Are you holding your site visitor hostage?
Most website visitors operate with this understanding. The World Wide Web is seen as a tremendous free-access information portal offering site visitors many choices where to secure valuable information. The IEC is leery to give away personal information or sign ‘user agreements’ to a salesperson they have never met - And rightly so. After all, they can simply leave the website and find someone else who is willing to offer the information on another website without obligation or fear of harassment. So - are you forcing your visitors to sign-in to access a search tool, holding them hostage in exchange for their contact information?
Practical examples:
- MLS Search
At Dakno Marketing, we recommend you show value first by giving the site visitor easy, “no-strings-attached” access to the MLS search. You should clearly communicate how much more they can get out of searching if they signup to save listings, create favorite property searches and receive the latest “feed” of new listings the moment they hit the market via “instant” email updates.
- Calls to action
If it’s a request for a free report, offer the site visitor a “taste” of the information to show them how they will “benefit” by gaining access to the full report. This way they can tell that the information isn’t the same old fluff offered freely everywhere. Allow them to read the first page but then request the full report.
- Form pages
Always clearly explain on your form page what the user is going to receive and what the “BENEFIT” is going to be by gaining access to the tool or resource.
Do you set proper expectations?
Much like we must educate our clients to the benefits of a specific marketing strategy like “Search Engine Optimization“, you must educate the internet consumer to the value and subsequent benefits to a specific tool or resource. Some site visitors may first need to be educated as to “WHY” they need the valuable information. Plus, site visitors should be given the “WHEN” they can expect to receive the information or have access to the offer. It boils down to setting proper expectations for your site visitors.
Be a Giver!
So do you want less email from “Mickey Mouse” (quantity) and more “quality” leads to your real estate website? Why not be have your website be viewed as the “giver” of desirable information. By providing great information first, you’ll gain the respect of your site visitors. Plus you will be viewed as the non-threatening provider of desirable tools and valuable information. You win by gaining instant creditability and your site visitors are highly educated and know exactly what they want.
Recent Comments