Are you disappointed with your web site? You're not alone. Although many Realtors already are on the Internet, a vast majority of real estate web sites don't bring any results.

Why?

Because they're designed to impress rather than to generate contacts. And on the Internet real estate sales is STILL the contact sport. No people contacting you = no people in your pipeline. And that means no transactions.

Here's a simple formula for getting more leads from your web site. I can guarantee that getting more leads will help you close more sales (and I bet you agree with me on this :-)

1. Establish a valid OBJECTIVE

Your major objective on the Internet is not to impress people but to inspire them to contact you. Once they get in touch with you, you'll have plenty of opportunities to dazzle them with classy graphic designs or to demonstrate how resourceful you are or how many credentials you have and how nice and easy it is to work with you... Later.

The main reason behind your web site should be getting leads and inquiries, or building your sphere of influence (that means your mailing list).

So, take a closer look at your site. If your main objective is to compel visitors to contact you -- is it clear? If not, you need to redesign your pages. It's not a good idea to inform or entertain -- or even to demonstrate your knowledge -- if a majority of the people who visit your site don't leave you their contact information (with permission to stay in touch).

2. Give them a REASON to contact you

Just displaying the "Contact Me" link on your pages is not nearly enough to make people want to write.

You need to create a compelling offer that makes people feel "I have to get this one" -- something that will MOVE them to make an IMMEDIATE request or inquiry.

There are many ways to create a compelling offer. One of the simplest is to write a special report, e-book, or booklet that addresses specific problems of your most wanted type of prospect. Name your offer so that consumers can instantly recognize it as something they don't want to miss -- for example, how about "The 14 Most Important Things to Consider When Buying a Waterfront Property in Sarasota Florida" (that would appeal to me :-)

For a topic formula and a great list of titles read "Headlines for How-To Articles" by Joan Stewart - at Sane Marketing site: http://sanemarketing.com/articles//howtoarticles.html

Another great resource is a FREE mini-course of Ken Evoy -- it will teach you how to brainstorm, create and even produce your very own info product online, all in just ten days. Really! Send a blank email message - loskatims@sitesell.net

3. Make your offer easy to see

Just because you've got something they want, doesn't mean they will know about it. Make sure you communicate clearly, so that everyone who might be interested in it, will see it.

Check Risa Saltman's site. There's a "HotList" is at the top of every page. I designed it this way.

Why at the top? -- Because web surfers often click through pages without reading or scrolling down.

Why on every page? -- Because you never know how people enter your site.

People on the net are ALWAYS in the hurry -- let them know about your most compelling offer right away, even if they come thought the "side door".

4. Make it EASY to contact you

Most of the Realtors ask waaaaaay too many questions on their contact forms. Recently I visited a web site where people had to fill out 23 fields to make an inquiry!

Ouch!!!! Twenty three fields!!!!???? Don't hold your breath - people simply will not do it!

If you use a form, ask only what is absolutely necessary. Less is more (less questions = more leads = more sales). And make it easy for people to send a message even if they don't like filling out forms. Provide a simple, clickable email address below every form because some browsers don't support them.

Make it easy to call you as well. Offer not only your e-mail address on every page, but also a phone number and complete mailing address so that visitor don't have to search for it (and you do want them to contact you, don't you?)

Always keep in mind that on the Internet people have TONS of options and their attitude is "Let me see what you are worth and then, if you make it easy for me... then, if I feel that you are the kind of person I'd like to work with ... I might trust you enough to do business with you in the future."

Of course, a lot will depend on the quality of your follow up and your ability to develop a relationship via e-mail with a large number of people. Ultimately the number of sales you make will depend on your ability to convert contacts into sales. But one thing is sure -- it all starts with generating contacts.

Published: December 5, 2000

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