PROView - April 2008 - (Page 19) Let’s take a minute to look at how you can build a positive impression online, and make cyber-visitors want to return to your website: Today’s consumer wants real-time information. The days are gone when you could build a website and wait for responses. Have you considered a blog? By frequently putting valuable information on your website you help build awareness of your knowledge and experience. Are you providing your cyber-visitors videos, virtual tours and an extensive library of photos? Research shows that visitors want and essentially expect to see a complete presentation of each property, not just a listing and one or two images. Honestly, wouldn’t you as a home buyer want that service too? Besides, using essential presentation tools will help you positioning your services when you go to your next listing appointment. Your website presents a great way for you to immediately build perception among those prospective customers. Equally, though, a poorly designed website can work the opposite way. Customer for a Day If you were a customer for a day, what would bring you to you? The answer to that question may seem obvious but the bigger question is whether the answer is clear to your audience. Spend a day looking through the eyes of your audience, as objectively as you can, and you’ll see what I mean. Start the day by going online. Search for properties in your area. Did you find your website? Did you come across any of your listings? If not, it’s likely your customers wouldn’t either. Go to your website and take a close look at the information you provide, listings you offer – even the images you use. Would your clientele identify themselves with the marketing messages you use? Do you provide enough value to your web visitors to prevent them to move along to other websites? People will continue to search online for what they’re looking for until they find it – you need to have the kind of web presence that will make them stop looking for other sources. Imagine being a visitor to the area you serve. Where would you go to seek information about real estate? You may even reach out to your neighbors. Ask them what feelings your brand evokes. Would they contact you after having seen your marketing materials and website? The very essence of integrated marketing is to reach as many prospective clients as possible through a myriad of marketing vehicles with a consistent message. A strong presence in the area you serve will increase the likelihood that couples just like Peter and Cindy will look to you for help. I encourage you to ask yourself: are you visible in your marketplace? The very essence of integrated marketing is to reach as many prospective clients as possible through a myriad of marketing vehicles with a consistent message. PINELLAS REALTOR® ORGANIZATION April 2008 19
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