Statistics show that almost 90 percent of homebuyers used the Internet at some point during the search for their new home.
Since the Internet is the primary research tool used today, real estate agencies must have a powerful web presence. And although many websites make it easy for users to get online and find homes they like, what is it about your company that will make them go to you, rather than your competition, for the expertise they need to purchase their home?
Here are five tips to improve your web presence, so you can become the “go to” agency in your city or town:
Ease of navigation: People look for a clear, easy-to-navigate website that provides the information they need. Make sure all information is organized and accessible. If you have tabs to different sections on your site, be certain that the content matches the title. Avoid clutter and unnecessary text. Your viewers are searching for houses, so they want to see what the house looks like, not read about its potential. Be sure the visuals are crisp, clear and bold. Provide home seekers with a simple and effective resource that eases the stress of searching for a new home.
Professional photography: If you strive to be a top agency in the real estate market, you must appear like a top agency. Using professional photography to display your listings can make a world of difference. With the correct use of photography that a professional can provide, your displays will be elevated to the next level. Your website will shine with beautiful houses and draw viewers in to explore further. With great lighting and multiple angles, those homes will appear more spacious and inviting.
Additional information: When people are searching for a new home, they’re also seeking out a nice community. To improve your presence on the web, offer other information about the community and all that it has to offer. Listing local schools that their children can attend, nearby places of worship, shopping malls, and outdoor activities are great ways to illustrate the community dynamic. The more you connect with your viewers and potential clients, the more they will trust your opinion – not only about houses but also about the communities that you represent.
Previous year statistics: It is also helpful to offer statistics about the previous year’s market in your region. The housing market fluctuates and some may get nervous about the current situation. If you provide past statistics that can ease their mind about the area they are looking into, then their process becomes easier and once again they will feel as though they can rely on your firm for guidance. Show them you’re not just connected with the properties; you’re also on top of real estate trends and patterns. You’ll be an expert, and the hub for evolving news about the market.
Video tours: Video tours are a great way to reach a wider audience. Being able to show houses beyond an open house to those not in your immediate proximity is a huge bonus. Home seekers can view the houses they are interested in without the pressure of attending an open house, which some may find intimidating. (With other interested parties and the realtor present, they may find it difficult to truly open up about how they feel about the house.) Videos can eliminate this pressure, and give the home seeker a chance to come up with questions to ask when they ultimately see the property in person.
Web presence is a concept that can truly elevate a business if utilized correctly. Buyers searching for homes need an easy way to navigate the Internet for properties that appeal to them. Make your website the one they go to as their search engine in the housing market. Use these tips to start increasing your presence and then find what works for your audience. Improving your online content will increase traffic to your website and build buyers’ confidence in your business.
Sheryl Simon is a principal at Benoit Mizner Simon & Co. LLC in Weston. Email: Sheryl@benoitmiznersimon.com.
