The 1990s saw a frenzy over websites; every agent had to have one. Costs were excessive and results were mixed. Eventually the urgency passed, and websites became part of an overall marketing strategy. With more options and better pricing today, now is the ideal time to incorporate the Internet into your business plan.
If you're not a web expert, the sheer scope of Internet products can be overwhelming. Where do you begin? Start by answering these two questions:
- What benefits are important to me?
- What costs fit my budget?
Benefit 1: Repeat and referral customers can always find you.
The one undisputed benefit of the Internet is the opportunity to maintain a permanent address. Your past customers may toss your direct mail pieces and "I've moved" announcements but can still locate you online. A permanent address can be yours with a simple web page, a bare-bones website or a custom product. Whichever you choose, It should be:
- professional
- affordable
- easy to update
- bookmarkable
Realistic costs range widely. For a full service website, that you pay an expert to design and maintain can cost anywhere from $100 to thousands of dollars a year, depending entirely on who you hire and where you live. Remember -- you can hire someone from any part of the country for this task! Some companies, such as Sam's Club, offer business websites for a mere $5 a month.
Benefit 2. You'll receive new leads.
The average website will not automatically generate new business. In fact, a new website is like a billboard on an untraveled road. You must spend time and/or money to promote it in the hope that someday it will promote you. Or purchase a website specifically designed to attract leads, which may or may not perform as advertised.
Lead generation is one of the most misunderstood elements of the Internet. Success requires prime placement in search results, and -- except for sponsored listings in Google or Yahoo -- you can't buy your way onto page one. "Organic" non-sponsored placement requires an optimized website and consistent effort. Only a limited number of search-engine-optimization (SEO) experts can deliver prime positioning without threat of Google banishment, and these are expensive. Realistic costs for this service: setup $1200; hosting $600/yr; upgrade SEO $2600/yr. Top SEO expert $6000/yr.
Emails or telemarketers "guaranteeing page one in Google" are scammers. Don't be impressed by examples of their clients on page one. Note the search terms they're quoting you. For real estate, they may promise prime Google placement with 7 to 15 specific keywords, but the average Internet user won't enter those exact words in a search. Smoke and mirrors. Remove even one keyword from the search, and your site drops off page one.
An alternate choice for acquiring new prospects is signing up with a lead-generation company. When a potential customer submits an inquiry fitting your criteria, the company offers you the lead for a price. While not cheap, this is a viable method for obtaining leads and you don't need a website. Realistic cost: $360 + 30% referral fee; $20 to $60 flat fee each.
Benefit 3. You'll be more productive.
Many template-type website companies and some custom designers build productivity tools into their products. You site may include contact management, auto-responders, customized email responders, lead capture, instant lead notification, listings posted with IDX and shared with other agents, appointment setting with reminders, maps and driving directions, even pod casting! Realistic cost: Template-type, $800/yr. Custom, setup $3000; hosting $800/yr.
Internet technology has opened up new worlds to all parties in the real estate transaction. Buyers and sellers find agents and vice versa, but you would do well to start small and upgrade as both your Internet knowledge and budget increase.
Sharon Hassler is president of Go Get Experts, provider of web pages and directories for professionals and owner/operator of GoGetRealEstate.com . A former real estate agent and loan officer, she served as Communications Manager for First American Title-Arizona, for 11 years.
