Achieving real estate success on the Internet takes more than just having a Web site. To be truly successful a real-estate Web site must be well designed, consistently marketed, professionally analyzed and frequently updated. It is not the Internet medium that gives a Web site power. It is strategic and savvy development, execution and promotion that makes the difference.

Using a Web site strategically begins with understanding that Web sites are not one-dimensional. A Web site is a versatile tool that can meet many goals and objectives. For a beginning real estate agent a Web site is especially useful in giving a prestigious, professional well-established image. A Web site is also an excellent way to paint a portrait of an agent and his or her approach to real estate. It should be strategically designed and written to reflect an agent's style whether it be flashy, folksy, strictly business or best-friend friendly.

The Web site is also excellent tool for real estate sales presentations. It allows visitors a virtual tour of properties, including colorful pictures of homes, tours of interiors and exteriors and highlights on special features. Moreover with the current ability to use panoramic 360 degree images, a prospect can literally feel as if they are inside a home and turning around in a room. For those real estate agents catering to a wealthy clientele, the use of video and sound technology can even be cost-effective. Regardless of how simple or sophisticated, an Internet Web site definitely advances the typical real estate process of exchanging phone calls, sending faxes and using MLS (Multiple Listing Service) into a colorful personal interactive approach.

A Web site is most commonly used by real estate agents to develop new qualifi ed leads. The key here is marketing. Sometimes it seems that marketing is magic. It isn't, even on the Internet. It is a strategic, targeted campaign designed to achieve specific results. Particularly in the real estate industry where there is a great deal of competition, it is absolutely essential to have the marketing basics in place on and off the Internet.

The most important rule of Web site marketing is proper search engine registration. What good is a Web site if no-one can find it? Unfortunately, however, the registration process, is not as easy as it sounds. There are more than 1000 search engines, each with their own idiosyncrasies and bureaucratic hoops. To generate lots of "blind" Internet leads real estate agents must make sure a Web site developer knows the ropes of search engine registration.

Search engine registration is particularly important as a growing number of people use the Internet to help them relocate. Their relocation exploration includes finding a real estate agent whom they can trust to help them get settled in a new home. One feature that will help a residential real estate agent's Web site become more successful for relocating families is the inclusion of links to pertinent local resources. For example, links to various school districts' Web sites can be very helpful for a buyer. Information about city life or weather or maps can all be important information links for people buying or selling homes. In this way, a real estate Web site becomes an important resource center.

A real estate Web site is increasingly effective in generating leads when used with a well-coordinated off-line promotional campaign. Real estate agents should announce their Web site with a press release to the local paper and mailer to all the potential and existing clients. It is also imperative that all printed material include a Web site and e-mail address. Whether it is a business card, brochure, letterhead, note-pad, pen, on-hold message, or any type of radio or television advertising, never underestimate the power of Web site address exposure. Moreover, be sure to check your e-mail frequently and respond immediately. Some people simply prefer e-mail.

In many ways, a well-designed, technologically sophisticated Web site enables the Internet medium to be interactive computer commercial. These powerful sites are known by their strong themes, dramatic graphics, advanced technology, creative copy-writing, interactivity, and useful links. These sites entice visitors to explore different avenues within the Web site, encourages them to stay, and excites them enough to return to the site again.

Enticing visitors back to a Web site is often as important as getting them there initially. Analyze a Web site frequently to make sure it is receiving the proper amount of traffic and achieving all its goals and objectives. In addition to advertising the Web site frequent updates, contests, on-line newsletters, as well as changing the theme or design or text of your Web site are all be ways to encourage prospects to return. You can even use e-mail to send out a press release notifying prospects and clients of changes to your site.

A Web site can be a powerful sales tool for real estate agents. All it takes is a savvy experienced Web site developer and marketer and a real estate agent who knows how to close a deal.

Published: December 4, 1998

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