Web Site or Web Strategy?

There really is a difference!

While on vacation recently I was blown away by the millions and millions of stars that you do not see when you're in the city."? As I pointed out the big and little dippers to my kids and identified the North Star, I had this wild thought: having a web site in real estate is like having a star in the galaxy"who cares?"? Unless you have the Hubble Telescope pointed at your star, it just doesn't matter."?

As I address audiences throughout North America I always ask "how many of you have a web site'"? Almost all hands go up."? Then I ask, "How many of you have a web strategy'"? Only a few hands are raised."?

What's the difference?"?

A web site is like a star in the galaxy, everyone has one and you are lost in a sea of millions of real estate web sites."? A web strategy however is a series of web sites, and marketing plans that secure you success online."? There are several basic principles that must be included in your web strategy to secure success."?

First, no one cares about who you are."? This is a hard concept to swallow, but the reality is that today's online consumer is focused on "what's in it for me'"? More times than not they go to agent web sites and see a photo, a bio, the agent's four listings (which sold a year ago), and a bunch of fluffy information that does not apply to them"and they quickly click away.

The most important thing on the first page of your web site is a strong statement of benefit made directly to the buyer or seller."? This statement should be large, clear and concise, and not diluted by a bunch of other stuff.' Example:"? Search All Michigan Listings Free or Automatic E-Mail of New Homes as They Hit the Market!"? These simple phrases give the consumer exactly what they are looking for"information.

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Second, once a consumer clicks to receive your offer, we have found that roughly 70% will tell you who they are if you offer a customized experience and better customer service."? Strategically placing your request for their contact information is paramount to generating leads."? Don't ask for too much, a name and e-mail address is all you need."? The less you ask for the more likely they are to sign up for your services.

Third, follow up."? It sounds so simple, however many agents are looking for the quick sale, and as soon as they find out that the client is not ready yet, the agent with good intentions to follow up, simply does not."? This is a huge mistake!"? In fact, statistics show that only 4% of Internet leads are ready to buy now while another 44% are in the initial stages (the remainder, junk leads.)"?

Who are those 44%?"? They are prospects who are typically four to six months away from being ready to buy or sell."? They use the Internet to start getting a feel for what is out there and narrow down the areas where they want to live."?

The most successful web strategies address this segment by including follow up campaigns that drip relevant information to keep the agent's name and information in front of the prospect until that moment when they decide they are ready."? This process is called lead incubation."?

During this time effective agents will begin an e-mail correspondence with the client and softly work towards a phone conversation."? Once the client responds with a specific question about a property for sale or wants to see a home the system has sent, you win!"?

Lastly, position your marketing to drive web traffic to your sites."? How do you get people to your sites?"? There are many ways to effectively market them but, here are a couple of proven strategies:

Personal Promotion is still one of the most effective ways to drive business to your sites."? All of your offline advertising, business cards, flyers, signs, and mailers should clearly advertise the statement of benefit the consumer gets when they go to your site.

Pay per click advertising."? Google Ad Words is an example of how you can pay the search engines to drive business to you site."? This can be very effective if your site has the right design to engage the customer, and the automated follow up systems to incubate that lead until they are ready."? Without the proper follow up systems though, pay per click could be an expensive blunder.

The bottom line for a great web strategy:

• Think "what's in it for me" (from the consumer perspective)
• Give them what they want and they will tell you who they are
• Follow up forever!"? At least 4-6 months
• Develop a specific marketing strategy to drive business to your site(s)
• And, have fun!

Online success is all about the marketing."? With a good web strategy you'll be like the North Star gleaming brightly among a sea of unknown stars."? Isn't it your time to shine? '