Who says Web marketing doesn't pay? Judi Wolfson, an Accredited Buyer's Representative (ABR) and Certified Residential Specialist (CRS), says emphatically that it does.

A seasoned Realtor of 15 years, Judi and her husband/partner Barry Wolfson have shifted their primary marketing efforts to the Web. That's not a decision to be taken lightly considering the team's impressive achievements: Top Producing Real Estate Team in the Bucks County/Montgomery area and Philadelphia, Penn.; Top 1/2 Percent of Realtors Nationwide; RE/MAX "Lifetime Achievement" Award since 1996; RE/MAX "Hall of Fame" since 1991; RE/MAX "Platinum Club" 1994 -1997; RE/MAX "100 Percent Club" since 1986; selected for "Who's Who in America Real Estate"; international speaker on "Top Producer Panel," 1988; international speaker on "New Construction," 1995; international speaker on "Marketing on the Internet," 1996; and Home Builders' Award for "Cooperative Sales Support."

Wolfson's Web site includes a number of interesting features, including a special section for buyers to view homes, a new construction section, and information about buyer agency. "This is any information you may need to make an informed real estate decision," she says. For relocating buyers and sellers, she also provides free software, including home inventory software, medical record and immunization software, and pet care and health records.

In 1997, Wolfson closed 31 transactions from Internet marketing. In the past 100 days, she has signed 16 transactions from the Web, a considerable feat for any Realtor. Find out how Wolfson makes the Internet work for her in this exclusive Agent News interview with Editor Blanche Evans.

A.N.: What is the biggest misconception about Internet marketing?
J.W.: People think they have a presence because their office has a site and that if their listings are on that site, that is sufficient. Internet marketing takes a lot of input and activity. It is not something that is passive. It is an all-encompassing type of marketing. If you have the time, you will love it.

A.N.: What is the cost of this misconception?
J.W.: The cost of this misconception is that they get one or two e-mail leads a month. I get more than 90 a month. The difference is that I work at it.

A.N.: How does an agent find the time?
J.W.: During nonproductive hours, when you can't talk with a client, as opposed to taking away from your working hours. I have given up my free time, watching TV, which is junk food for the brain. Everybody needs that, or sitting outside on a nice summer evening. I spend that time working on my Internet marketing.

A.N.: What percentage of homes do you sell over the Internet?
J.W.: It is positively all my effort. This year, we sent out two referrals, and they bought houses. I still use the classifieds because we want to keep the sellers happy, but that is not what brings in the income. Just like open houses don't bring buyers, but sellers think they do. I have sold 15 houses from the Internet in the past 100 days.

A.N.: How do you make your Web site successful?
J.W.: Content, providing services. I provide free appreciation evaluation reports ... people can punch in properties, and they will get free reports on how those properties have appreciated and the probability of its appreciation in the future. The same report will take the location of each home and give neighborhood demographics, including number and ages of children and backgrounds of neighbors.

A.N.: What report is that?
J.W.: RESICOM. com. It's nationwide. Any address can be put in, and the Realtor doesn't have to do any work. There's nothing to mail or anything. When customers go into my Web site, they order it, and it shows up on their computers in less than three minutes. I get the contact information, so I know if I want to follow up on each lead. With content like that, I don't have to convince them how wonderful I am; it's obvious that I am the best one to help them.

A.N.: What else is holding agents back from marketing on the Internet?
J.W.: I think that agents have forgotten what the Internet is. We know what magazines and newspapers are supposed to do, but the Internet is different. Way back, it was a place to exchange information ... that's why it is called the information superhighway. At one time, there was a ban on commercial usage. Now it is like a real highway, full of advertising billboards. I believe the consumers are not looking to be sold. They are looking for service.

A.N.: Give your three best tips for successful Internet marketing.
J.W.: Put in content and value-added services, follow through with requests within 48 hours or less, and seek out other Web sites to which you can have your page linked. There are a lot of sites that are databases, and they will list Realtors for free. There are also companies that charge to be exclusive, and I go with them, too.

A.N.: What is unique about your site?
J.W.: I provide free software that is a wonderful tool. When customers receive it, the first few screens on the software are all about me. They feel I am providing services that they would go out and buy otherwise. One program helps them take inventory of all of their belongings. The other one is on health and immunization and includes a baby-sitter guide, and the third is for pet care. These are great tools to add as a free service. A year later, they may think about it, decide to sell or buy a home, and my information is right there. I have an MLS and a new construction search engine.

A.N.: Is it local MLS?
J.W.: It isn't national. I frame it, and it is at the top of the page, too. Other Realtors' names are even there, but there isn't a way around that. I just want customers to use my page to look at houses.

Coming soon: Wolfson explains buyer agency and how to work with builders.

Published: May 1, 1998

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