The first year I had a Web site, sales were somewhat slow, but they quickly escalated. The first year I attributed 6 sales as a direct result of the Internet. Last year (1997) I sold 16 homes off my Web site. So far this year, I've closed 39 homes to date.

This is a terrific return on a single marketing medium. The Inernet is particularly suited for cross-pollenization. In other words, you can use other forms of media to promote the Web site, and vice versa.

Promotion, promotion, promotion

Many times I'm asked what makes my site so successful. I always answer: design, promotion, promotion and more promotion. The site is graphically pleasing, fast loading, and full of useful information, but to really make it hum, I drive it on everything I do: business cards, signs, newspaper ads, radio advertising, flyers, newsletters, fax cover sheets, personal contact, TV - everything. I even use the web site as a listing tool. When my company is in competition with other agents I simply ask the potential listing to visit my site for an introduction to our team. Usually a visit there will convince the possible listing that we are professional enough to earn their listing.

Constantly promoting the web site address as well as staying in the top 10 to 20 results with all the search engines leads a contingent of potential buyers to the site and I offer free reports to capture the names and E-mail addresses of those buyers.

E-mail Notification of New Listings

One of my most successful programs is the Preferred Customer Property Screening. With this program, the customer enters personal information and criteria for a home into the computer, and every time the Consolidated Multiple Listing Service finds a match, it automatically fires off an E-mail to the customer. This program provides the customer with timely information and requires a minimum of effort from me. Of course, I always follow up with the customers, which drastically increases the effectiveness of the system. This program works even for my customers who don't have a computer. I just enter their information into my computer, lend them a message writer pager, and send them drive-by instructions on all new listings. Once they drive by the property, I give them a call and then just show them the houses that pass the curb appeal test.

Free Tips and Reports for Buyers and Sellers

I also offer a host of free tips and reports. Beneath each set of tips, I offer the customer a more detailed report by e-mail. They just have to fill out a request form, which provides me with all of their contact information. With so many customer requests coming in, it's difficult to respond quickly, but failing to do so would be the kiss of death, so my browsers receive an automatic responder immediately after requesting any kind of information. Within 24 hours, one of my professional buyer's representatives or I contact the potential buyer. This strategy is highly effective for capturing and keeping clients.

Sellers are enthralled with the site as well. They have access to plenty of free reports, which, again, capture their name and e-mail address. And the property database really clinches the deal for me every time.

Listing Presentations

This is how I operate. First, I drive out to the house, spend about five minutes talking with the owners to see if their personalities will work with mine, check the condition of the house, and take some photographs with my digital camera. Next, I schedule an appointment with the owners in my office, which eliminates such distractions as telephone ringing, children crying, and neighbors knocking on the door. Between my first visit and the in-office appointment, I prepare a market analysis and create a presentation on my laptop computer using the photos I take at the house. I do my presentation on Power Point. It introduces my team, complete with pictures and job descriptions, and the marketing plan.

When the marketing presentation starts, the clients are startled and impressed to see pictures of their home appear. I then show them how to put their house on the Internet and present it to the world. After their home is up on my site, I ask if the clients are ready for me to start marketing their home. The answer is usually yes. We sign the papers and get started. If the owners want to think about it, I go through all the usual answers to objections, and if all else fails, I go back to the Internet site and ask them to go through the deletion process to take their home off the Internet, explaining that I cannot advertise any property that is not actually for sale. I have never had anyone actually complete that last step.

Constant Updates and Improvements

The final thing I attribute to the success of my site is the constant updating and changing we do. I think it's very important for a web site to be fresh and full of timely information. Besides ensuring that my property database is kept up to date, I offer a tip of the day, which I change daily. This gives browsers a reason to keep coming back.

There's no magic involved in what I do. Any agent, no matter how experienced, can duplicate it. I really believe that agents who don't get on-line are going to be left behind.

Published: December 17, 1998

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