Treat your Web site like your busiest office

NEW ORLEANS – Nov. 16, 2006 -- Even if business slows down in 2007, your investment in online marketing can’t let up, according to Sherry Chris, chief operating officer of Prudential Realty California. Otherwise, you’ll risk going unnoticed by the 77 percent of buyers who head to the Web to look for a home. Chris spoke during the National Association of Realtors® (NAR) Conference & Expo in New Orleans last week.

“The name of your busiest office now ends in 'dot-com,'" says Sherry Chris, chief operating officer of Prudential Realty California. She offered these six tips for making your online presence relevant and effective for today’s consumers.

Give your site the attention it deserves. A clean, easy-to-use Web site design is essential; you can’t afford to have a potential client get lost or confused. You also need a support staff who can respond to consumers’ inquiries at all hours. “Your busiest office should not be run by part-time IT help or a marketing assistant,” Chris said.

Don’t be stingy with listing information. “If you hold back information online, consumers will go elsewhere,” Chris said. “Access to information isn’t a value proposition anymore — it’s a necessity.” Buyers should be able to find property data and photos within three clicks from your home page.

Let consumers take the driver’s seat. Homebuyers and sellers don’t want to be prodded for personal information when they’re online. “Let them contact you when they’re ready,” she said.

Go overboard with property photos. NAR research shows that 75 percent of homebuyers who see a property they like on the Internet will view the home in person. “If you’re not going to post photos, why even bother,” she said.

Spend money on Web advertising. At least 18 percent of your advertising budget should be directed online, where 77 percent of homebuyers are starting their home search, Chris said. Your online ad budget should steadily increase each year, as younger generations get more active in the market. Consider pay-per-click plans on search engines and banner ads on popular consumer Web sites such as Zillow.com, along with free exposure on classifieds sites such as Craigslist and Google Base.

Be a people person. Don’t let the Web stand in for face time with clients. Even younger generations need a personal touch. “Some things will never change,” Chris said. “We have to remember what this business is about — building relationships.

Source: By Kelly Quigley for Realtor® Magazine Online

© 2006 FLORIDA ASSOCIATION OF REALTORS

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