Back to Real Estate Web Design

 

Real Estate Lead Capture and Web Marketing for Agents and Brokers

We believe in keeping it simple -- the following is what we use when designing a site to maximize lead capture. These are questions that you should ask yourself before talking to a website designer.

Step-by-Step Needs Analysis:

What is the purpose of my new web site?

Some examples might be:

• Lead Capture
• Develop long term relationships with current and future customers (AKA "Lender for Life" or "Agent for Life" etc.)
• Counter my competition on the internet
• Develop more effective ways to market my services. 
• Attract and retain top agents (If you're an owner)

Who is my audience?  (This is ultra important):

• Do I work with first time buyers now and do I want to stay in that market?
• Do I want to jump to the move-up buyers?
• Do I focus only on buyers or only on sellers?
• Have I investigated the senior market or the Baby Boomers?  
• What age bracket have I been working with mostly?
• Does there seem to be a certain group that does more business with me than others?  My church group, networking group, past clients, people in a certain industry referring one another, etc.
• Do I want to address another market such as income property or custom homes?

Competitive Research:  Go see what the competition is doing.

Log on to the internet and start searching for real estate sites in your area -- do it as if you were a buyer coming from another area and knew nothing about your location.  Yahoo.com lists hundreds of sites--some good, some bad and some 'stinko'.  Use search phrases like "Sacramento real estate" or any other community name.  "Rancho Murieta new homes" or "homes in Folsom" are also commonly used phrases.  Take the time to look over the sites completely -- every page.  Think about what makes a difference to your customers and see if these sites are of benefit to them -- that is all that matters. 

Also note whether these sites serve the owner of the site.  Do the links lead visitors away from the site (like links to Realtor.com, etc)?  Is there an easy way for prospects to contact the owner of the site or do you have to search for a form or email link?

While you are doing this research, bookmark or write down the sites you like so you can show them to your website designer.  Even better, print out some of the pages and make notes so that you won't forget.  Also be sure to note the things that you dislike or find annoying so that you can eliminate them from your new site.

Consider the rôle of Domain Names in your lead capture campaign:  (This link leads to a complete article explaining how you can maximize your marketing effect with the right domain name/s)

Measurement of Success: 

Make sure you write down what your expectations are for your site.  What will make it a success in your eyes and what will make it a failure?  You need to see this in writing and talk to your web designer about it.  There are many misconceptions about what a web site can and cannot do for your lead capture efforts.

Decide on how you will measure the value to you of a visitor to your website:

• This article, "What is the value of a visitor to your site?" may give you some ideas.

Do You Have Absolute Ideas About the Look and Feel of Your Site?

• What graphic looks do you especially like?
• What colors do you like (make sure your web designer understands "Web Safe Colors" or that pretty gold you like can end up looking gruesome on some computers.)
• What content do you want on the site to set yourself apart from the competition?
• Do you have all of the content that you want written in the first person? (Beware of "brochure speak" which is usually in the third person.)
• Will you be satisfied with a "flyer" page or a template site that advertises other agents and lenders?  
• Do you want a site that can be built in modules so that you can spread out the cost over time and keep your site fresh and updated?

Keep it Simple Señor (KISS)

• Here's the nutshell version of the main principles for a site that is more than unusually successful at capturing leads.

The above steps will help you get your money's worth when you put up your first website online or upgrade your present site to a second or third generation website.