Can you farm the Internet for potential clients? Will prospecting on the Internet produce potential buyer and seller leads? Yes, but to produce a desired response and potential prospects from a Web site there has to be some thought and structure to obtain desired results.

All prospecting, including an Internet farm must have a focused theme, and a targeted market. So instead of just purchasing a template site, it is wiser to plan your Web success with strategy. You must first ask yourself a few questions. Whom are you targeting? What is the main focus of the Web site? Do you want to attract luxury homes clients, first-time buyers, lake properties, golf home prospects, or be a relocation specialist? What makes you most comfortable? Which Internet target market is already being successfully used by your competition? Which ones aren’t? Choose one theme, or niche, and go for it!

Once you’ve decided what your Internet farm will be, you must brand an image to the new Web site. You now must create a site that reflects that image, not only in name, but also incorporates it in content and feel. You’ve already accomplished this for years with your traditional marketing. You are now just applying what you already know about farming and prospecting to the Internet.

This is the time to choose a domain name that reflects that prospecting vision. The domain name should be one your intended audience will also use when looking for information on the web.

Since Web pages will encompass any theme you create, incorporate your style, and flair into it. One caveat, don’t create an ego site that is all about you. Be unique, let your personality show through, but do not let it dominate. Create your site as if you were the consumer / viewer. What would you rather read, a brochureware site that extols a great agent, or a Web site that contains facts an information with things that interests you? Choose carefully! The Web will only reflect whatever image you’ve created when placed online.

1. Select a domain name that identifies your intended market and purchase it.

2. Research! Gather content and links that will enhance that image. Be unique! (Editor's note: Speaking of gathering great content, did you know that you can carry Realty Times news and advice on your site - free of charge? If you are a Market Conditions Reporter, you can also post your report to your site and to your online newsletter as lead capture tools.)

3. Define your Web site structure, choose content, theme, and flow.

4. Interview Webmasters that can create this image for you, ask for sample sites.

5. Market your new image.

Domain names like JohnSmith.com will not identify your Web offering to the general public. Since domain names often assist in getting indexed into the search engines, perhaps a name like yourstatemountainhomes.com will work! Nameboy.com is a great tool to assist you in choosing available domain names. Find several domain names you like, choose the best one, and buy it! First choice should always have a .com suffix; they are just easier to remember. Also, keep the domain name as short as possible, and avoid hyphenated names. Also, make sure you own the domain name, and not the Web hosting company. This is important, especially if the company that hosts your site should go out of business.

Content can be gathered on the Internet and saved in a new folder in your Favorites. “Mountain Homes” would be a good place to start. Now find some links for your Webmaster to use on your site that personalizes it. The localized data such as weather, golf, and restaurants will enhance your site. I would recommend avoiding local chamber of commerce sites or web portals that will link to other agents. Parks, weather, local government, hiking, sports, rock climbing, rafting, golf, and recreation would be perfect additions to your site.

Structure will make your Web site coherent. In real estate there are at least five sections that are necessary to have a complete site. They are: welcome, resume, buyer, seller, and local links.

• A welcome page embodies the theme or purpose of a site, and greets visitors.

• Information is the traffic magnet your site! Local links, history, maps, sports etc.

• Resume. Let the viewer know a little bit about you before meeting. It does not have to be all business. Add a your own favorite links page!

• Buyer’s side must have products, services offered, and inventory! Broker reciprocity or IDX is perfect for this!

• Seller’s section must contain services, tips, and helpful information

Web masters, for the most part, are not in real estate! Don’t assume they know how to target your market to buyers and sellers! I think it is wise to meet with several Web designers (in person or virtually) to discuss and understand your needs before committing to proceed. Ask to see working samples of websites that they’ve designed. Then check them all out in your leisure at home or office. Do you like the way they look and feel? Do the pages load fast? Do all the links work? Is the Website framed?

At this point, it is important to find out what the cost will be to design your Internet farming site. A more expensive site does not mean that it will be better results. It will just cost more! You need to ask some detailed questions. Will you have the ability to later go in and customize, and update the content? Who does the Web site maintenance, and what is your initial cost, and monthly or annual fees?

Market your new image. Your new Web site is an extension of you, and your future business hopes and aspirations. Don’t let your new custom Web site get lost in cyberspace. Actively promote your Web site on all your ads, business cards, and all your image building marketing materials. Your goal is to be the real estate expert in your area!

Published: May 7, 2002

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Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .