Those of you who have attended my seminars know that I preach the concept of "Web Centric Marketing(c)," a term I coined to mean that the most successful marketing strategy in real estate today should be based on a sales associate's deep, consumer-oriented Web site....and that every other marketing effort you make should be designed to get the consumer to that site.

A good site can accomplish so much in the way of "bonding" the prospect to you, and it still amazes me that the majority of those in our industry do not yet have a *good* Web site. Most have sites now, but they are shallow, 1-3 page "ego" sites that aren't bringing the agent much, if any business.

If you have a good site, you should be directing consumers to it by:

* Including your site address on your business card

* Including your site address on your sign riders

* Including your site address in all print advertising

* Featuring your site on all fliers

* Featuring your site in real estate magazine ads

* Making sure that you mention your site in all phone conversations with prospects

* Making sure that your voice mail ends with an invitation for the caller to visit your site.

Here's a CyberStar(tm) success story that points out the effectiveness of Web Centric Marketing(c). It comes from Allen F. Hainge CyberStar(tm) Ken Deshais of Dillon, CO (http://www.snowhome.com):

"Last week, I prepared a contract for two buyers partnering on a property we have listed. Both are software developers in the telecommunications industry. Both said that, while they originally saw a property in the local newspaper, our ad invited them to our web site, and it was there that they became convinced they wanted to work with us. One of the gentlemen said, 'You don't know how far ahead of the curve you are in terms of using technology in this business.' I responded that the more I learn, the more behind the curve I feel. They both laughed and said, 'And that will never change.' The property is just under $300,000."

Ken's story is instructive, and rest assured that it's not only technically-oriented people like his clients who are going to the Web for their information before contacting an agent. The following statistics should convince you that Web Centric Marketing(c) should be a recognized fact of life in your business. According to a survey taken by Harris Interactive as reported in Yahoo Internet Life Magazine in June, 2000:

* 76 million Americans are active net users: they get on the Web and use email regularly

* 135 million Americans are now connected to the Web, either through home, school, libraries or at work

* 70% of Web users polled in April, 2000, had made an online purchase within the past 30 days.

* 333.5 million email accounts are registered in the U.S. as of March, 2000, an increase of 256.5 million email accounts since 1998!

So....my suggestion is to take just a minute and analyze where you stand re. having a good, deep Web site and in promoting it. If you see any areas that need improving, make them priorities in your 2001 business plan.

Published: January 10, 2001

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Allen F. Hainge is a nationally known real estate technology speaker and author with a difference: he builds his seminars and articles around concrete, practical experiences he learns from his CyberStars(tm), a group of top agents nationwide who use today's technology to dominate their marketplace. He is the author of "Dominate! Capturing Your Market With Today's Technology." Allen's seminar schedule and offerings may be found www.afhseminars.com. Subscribe to Allen's Newsletter by Clicking Here