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"Your E-Formula for Real Estate Success!"


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Susan Sweeney Photo
8/1/08 Interview with Susan Sweeney

Connex Network, Inc.
134 Ridge Avenue
Waverley, NS B2R 1G4
Biography

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Tips for a Great Web Site

  1. Agents should continually update web site content because visitors who return to a site and find that nothing has changed will not be motivated to keep coming back; open house schedules are good repeat traffic generators.
  2. Consumers expect interactivity; they compare at least three real estate sites before deciding to work with an agent, so make your site competitive with features such as autoresponders, e-clubs, interactive maps, podcasts and blogs.
  3. Good graphic design is important; layout needs to have good navigation and be colorful and attractive; consumers conclude that your style of doing business matches the savviness of your site design and content.
Pay Per Click

  1. The sponsored listings that appear at the top of a search engine page and down the right-hand side are paid advertising.
  2. Pay per click advertisers bid on specific key word phrases; with the right combination of an effective ad and the amount bid, a listing will appear close to the top of the sponsored listing area.
  3. Advertisers do not pay unless someone is delivered to their web site, so the payment goes for qualified visitors from a target market.
Viral Marketing

  1. The crux of viral marketing is making it easy for website visitors to share content on the site, or with outbound marketing such as an e-zine, to make it easy for recipients to forward the promo message.
  2. Leverage repeat traffic generators with viral marketing; for example, next to each open house listing, place a button to tell a friend.
Email Communication

  1. Email marketing is “permission marketing” because you need to get people’s okay to send them email messages; your web site should capture names (including first names), email addresses and permission by offering something of value that visitors would like to receive.
  2. A weekly list of open houses or periodic trend reports are examples of appealing content; the offer should be geared for your target market.
  3. Your regular email marketing messages must be consistently valuable, or people will unsubscribe; keep the messages short and to the point—written so that people can scan the messages and understand; use lots of white space.
  4. Make all mentions of your web site and references for additional information clickable links for the convenience of readers; check all email messages for spelling and grammatical errors; correctness signals professionalism.
  5. Personal messages that include the recipient’s name get a better response than generic messages.
Suggestions for a Signature File

  1. Always use your signature file at the end of email messages so that recipients see your identification and contact information; use the standard format—don’t include an overload of information.
  2. Starting your signature file with a straight line across the page differentiates the signature from message content; then list your name and all contact information to give customers every option.
  3. Skip one line and conclude with a one-line tag (easily updated) to direct attention to something special about yourself or your service.
Autoresponders

  1. Autoresponders (automatic responses) are a phenomenal marketing opportunity; typically you set up a unique email address for open houses, moving tips, etc., so that an immediate automatic reply can be sent.
  2. Additional, periodic responses can also be set up for a drip effort—the additional responses go out in the sequence and timing you specify; autoresponders can be enhanced with personalization.
  3. It is possible to have an autorespsonder track what the recipient does—open it, click to your web site, download, etc.; such information shows you what is working.
  4. Most Internet marketing service companies can set up a drip campaign for clients; tracking capability is available through web metrics software such as Google Analytics.
Interactive Mapping

  1. The best option for a real estate web site is mapping that includes real estate-related information, such as a coded depiction of vacant land and various kinds of dwellings so that visitors can click to customize what they want to see.
  2. The agent’s listings in chosen categories pop up on the map; rolling over the color-coded dots brings up detail on each listing, which can range from simple address and price to sophisticated virtual tours, videos and/or MP3 descriptions.
  3. Interactive mapping is a useful tool to narrow a list of properties, especially for out-of-town clients; an excellent example of interactive mapping is HiltonHead360.com.
Favorite Web Tools

  1. Google Desktop allows you to search the Web and your computer.
  2. To find virtual resources for help with special projects, use Elance.com and Workaholics4Hire; both sites show work samples and ratings from clients.
Contact Information for Susan Sweeney:

(v) 888-274-0537
(f) 902-860-4468
(e) susan@susansweeney.com
(w)www.SusanSweeney.com


Real Estate Sites & Tools in this Briefing:

Sweeney’s sites: www.eLearningU.com www.SusanSweeney.com
Google Analytics: www.google.com/analytics
Google Desktop: http://desktop.google.com
HiltonHead360: www.hiltonhead360.com
Freelance resources: Elance: www.elance.com www.workaholics4hire.com