Ninety-two million Americans and Canadians, or 40 percent of the population over the age of 16, report they use the Web according to the 1999 Commerce Net/Nielsen Media Research study. Over 550,000 new consumers, are "getting on the net" each month. That is over 18,000 per day!

I am willing to bet that almost every single one of those people will use the Internet to search for their next home, their next real estate agent, and buyer and seller information. Real estate agents are recognizing that in order to prosper in the future, they must become familiar with the Internet now! Agents also now recognize that having their own web site is becoming a necessity if they are to stay abreast with the competition and not become marginalized.

Some agents enjoy great success from their web site and others do not. What do the successful agents do differently? Agents everywhere are searching for the magic formula for Internet success! Is there a magic formula? There sure is! As with all formulas, there are many ingredients that have to be included. If you leave out just one, the formula doesn't work the way it should.

Most real estate web sites proclaim "Here's who we are and what we sell." It is clear that such sites are written from the agents's point of view. The most effective web sites design from the buyer of the agent's services point of view!

A buyer-oriented site takes into consideration all buyer needs, actions, and motivations. The site must first and foremost be informative, easy to navigate, interactive, and friendly.

In order to tap into the buyer's perspective you must identify the most important key words and phrases used by buyers of your services. Then develop titles and write descriptions that include these keywords and highlight the features and benefits of your services.

Destination web pages that provide the information and services to fill the prospect's needs must be created. Ask yourself - "Who are my clients? What do they want/need to know?" The answers will determine the content of your site.

Most importantly, you must obtain high search engine listings for these important key words and phrases. This can only be done by incorporating certain elements and content into your site at the time the site is produced. Merely submitting your site to search engines does not result in good placement.

A prospect almost always starts their buying process at the search engines. Legitimate prospects, those looking to buy or sell, type in a text version of their problem on one of the various search engines. For every search your prospective customer does while in this buying mode, a link to your web site should appear on the first page or two of the various search engines.

This link to your web site MUST appear in the first couple of pages of search engine results or a prospective customer will rarely find you! The more search engines your site places well in, the easier it is for prospective customers to find you.

Not so long ago, merely having a web site and submitting it to the search engines was enough to cause an agent's site to be visited by potential customers. Not anymore!

With the plethora of web sites vieing for search engine position, and prospects' attention, it is no wonder more and more agents are seeking professional web services and signing up for web products that have proven to be effective, like the House and Home Real Estate Pages, rather than opting for free web pages and do-it-yourself web design.

Failing to use an experienced web page provider can leave an agent in the same boat as a hapless FSBO - without the knowledge and expertise to benefit from their expense and labors. Agents can gain some of that knowledge and expertise and find more great tips for designing a promoting their web site at the Agents Online Real Estate Idea Center, which has eleven searcheable real estate forums full of the thoughts and experiences of agents who have enjoyed success on the Internet.

Follow all the ingredients of the Magic Formula For Net Success, and reap the rewards of having an presence on the internet!

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Published: July 7, 1999

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Editor's Note: This article reflects the opinions of Doug Towes only and not necessarily the views of this or any other publication, organization or Website owner.