The World Wide Web is an exciting medium for marketing real estate.Because anyone can participate it takes extra effort to stand out from the crowd.The International Real Estate Digest (www.ired.com) has been the rating service for real estate web sites since early 1995.As a result, the IRED reviewers have viewed more real estate sites than you will see in a lifetime, and have distilled seven virtues essential to effective and profitable web presentations.
Empathy:There are of millions of places to see at any moment on the web. Put yourself at the viewer's keyboard and consider what he will see and how he will use it. Consider that he may be a traveler using a laptop from a hotel, an executive in the office with 24 hours to make a relocation decision, or a new mother using baby's naptime to shop for a larger home.These people have no time to waste, so save your animations and fancy playthings for those who have the time and interest.Real estate pages should relay information quickly and effectively.Realtors® often misuse their photos on web sites. Imagine that every call you received began with a faxed photo of the caller,even one you speak to frequently.Empathize!
Clarity:Your home page is the equivalent of a store window.Make your purpose clear. Entice window shoppers. If you have city data, interior "walk-thrus", or editorial content, say so.If your visitor must enter the store to discover what is inside, chances are he will simply pass it by.
Temperance:Web technology can provide sound, movies and animations.Most bells and whistles also require compatible software or hardware on the receiving end, and no designer has control over the user's equipment.If you are selling technology, use all the gimmicks you want; you can afford to exclude users who couldn't use your product anyway; but if you are selling real estate, you never want to exclude a qualified buyer, nor insult him by suggesting that he is too cheap or stupid to have the lastest gadgets.
Substance:If your expertise is in a specific segment of a market, seniors or first-time buyers, farms, or condominiums, this is the time to pull out all the stops and share your knowledge.Here you not only educate, you also set the customer's level of expectation.Establish a high level of expectation, and he will be yours for life!
Value:Value in a web site is meeting the needs of the user.You may safely assume that more than 50% of your visitors will be seriously considering a home purchase.Many may not have decided where this purchase will be.Perhaps they are contemplating retirement, a job transfer or simply a change of environment. Never assume they already know the advantages of your town, or the benefits of an ocean view, or the differences between condominium apartments and townhomes.Provide information not readily available to consumers and you will get more traffic and more business than your competitors.
Hope:A web site should be dynamic . Static documents belong in libraries, not on the web.If you make frequent changes, your visitor will return.Stagnant, your page is roadkill. Change equals hope.One who does not find what he wants today needs hope to return tomorrow.
Credibility:Who are you?Where are you?How can you be reached?Include your name, physical address, email address, and telephone numbers or everthing else is wasted.Please note, this does not include your photo!Make photos optional for the viewer to decideif and when he wants to see you.
Internet users are generally well-educated,well-heeled and independent-minded.They want and need information, and are able to process it.They do not want to play guessing games. One click of the mouse is all it takes to leave your site behind forever.
If a web site delivers empathy, clarity, temperance, substance, value, hope and credibility a click of the mouse is all it takes to bookmark it for return visits.
