Very few real estate websites bring business. Though there aren't any definitive figures, many experts would agree that more than 90% of all real estate websites are totally ineffective in bringing business to the agent or brokerage. That's a huge statement. There are hundreds of thousands of real estate websites out there, and most are just static billboards throwing unwanted information at the site visitors.
The sad fact is that most of the information presented on real estate websites is simply not what the visitor to the site wants. See if you recognize some of your site items in this list of things your site visitor does not need or want in their early visits. What they don't want:
- A welcome page requiring another click to get to relevant information.
- A welcome message with a thanks for visiting as the centerpiece of the home page.
- A big photo of you or your team taking significant screen space on the home page, or any page other than the About or Contact pages.
- "We're the Greatest" details on any page other than the About, Contact or "Learn More About Us" pages.
- Reciprocal linking pages. I'm interested in your local market, or I wouldn't be at the site. Why have a link to a site across the country?
- A long row of navigation buttons. I simply will not take the time to try to figure out which one I need.
Don't get depressed, as there is information that the average real estate website visitor really wants on your site. The reason blogs are the future is that the format is precisely what is needed to present the information to site visitors in the ways they want to find it. What they do want:
- Local news, particularly as it relates to real estate.
- Knowledgeable commentary on the local market.
- Statistics and your expert interpretation of what they mean.
- Area information in the context of location, neighborhoods and real estate.
- Information about your services in the context of their needs. How you help with real estate buying and selling as specific to your local market.
- They do want to know about you, but in the time frame they choose, not plastered all over every page they visit.
You can get there, however it will require some decisions about your current site and your plans. What you need to think about:
- Can your site accommodate a blog as part of the site?
- If not, will you settle for the lost SEO opportunity by blogging on a different platform and cross-linking between your blog and site?
- Can you devote the time to a blog, or afford to pay for help?
You shouldn't be discouraged, as a blog is very inexpensive-to-free to set up. Much of the information on your site can be converted into post articles for the blog. You can frame in your IDX search pages without a problem. I have created a resource with much more detail on real estate blogging and how to get started.
