Realtor Websites With Bite: Part Three

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Bells and whistles are attractive and get some of the tech-savvy gang gung ho and wanting more, but the main pillars of a powerful, effective website aren’t always purely technology related.

The first pillar we reviewed, believe it or not, is customer service. People and service, not technology. The second pillar was a website that integrates listing syndication for mass online exposure, with control over distribution channels and access to traffic reports.

Pillar #3 is rich, engaging content. Again, not a technology tool, but a discipline consistently applied into a powerful technology platform.
Engagement Pyramid

An Ontario agent’s recent online testimonial to this speaks volumes. According to him, 80 percent of his business comes from his website! That is a number worth paying attention to. When we asked for specifics, his first point confirmed the importance of rich, detailed content that engages visitors.

“If I had to pick one aspect that works… well, actually there are several. I believe the ability to display a large number of photographs, room for plenty of information and the creation of a virtual tour environment is very much appreciated by my clients and potential clients. These three features not only serve to market the property well but also reflect on the client’s perception of my professionalism.”

If you have a real estate website platform that supports quick upload and delivery of engaging content, use it to your advantage. The technology is there for a reason. For example, the Point2 Agent platform allows up to 36 photos for each listing. We know that photos are the number one item consumers look for on a REALTOR®’s website, according to the Profile of Home Buyers and Sellers 2010 issued by NAR (National Association of REALTORS®). So don’t settle for one, two or 6 photos. Load it up.

We conducted research twice over the past few years each confirming that the higher the photo count, the higher the leads generated. The sweet spot? 16 photos or more. The jump in interest between 15 and 16 photos was significant enough to pay attention to. But the platform must automate the photo resizing and uploading process, so you don’t spend half a day uploading a listing.

The next item consumers find very useful on a REALTOR®’s website is detailed property information, also according to the NAR report. Take time to provide as much information possible. The old paradigm of skimping on information to force a phone call is no longer as effective, if not dead.

Buyers want to deal with an agent who offers useful information and, who relative to others, takes the time to present properties in an appealing, engaging fashion. Gives your website some competitive bite and is the professional way to go about the business.

10 Comments

  • Lilo Clacher says:

    So true!!!!
    Great article

  • Roger says:

    Thanks for the note, Lilo.

  • I have had a Point 2 Real Estate Website for Years and I absolutely love it. We usually post 25-30 pictures of our listings, we can create a Real Estate Virtual Tour very quickly, and post valuable articles and tips for our Clients. We also find a good majority of our Toronto Real estate clients love to look on the internet for Real estate information and ultimately contact us. Thanks for the great article.

  • Roger says:

    Hi, Victoria. Glad you enjoyed the piece and importantly, that your Point2 Agent platform is supporting your business in a satisfactory fashion. You time spent adding multiple photos and content of interest is surely working out. All the best.

  • We have had a point 2 site for many years and our sellers love how we showcase their homes. It also is on page one on google for many of our keyword search terms.

  • Roger says:

    Great to hear, Katerina. Your note certainly reinforces the point about rich content helping to get your site more love from search engines. Happy to see your Point2 site and your efforts bring you some serious ROI.

  • Ehsan says:

    Roger I am glad to see you are Leading by Example, and following with comments, just like this Good Piece of Article you have written.

  • Roger says:

    Thanks, Ehsan. The key is to invest the time to engage. Have a great day.

  • Three Mysteries of Highly Successful Agents | The Real Estate Revolution says:

    […] to a technology tool, but a discipline. One agent we know of and that we wrote about in a separate story gets 80 percent of his business from his website! That is a number worth paying attention to. He […]

  • Jenny Kotulak says:

    Excellent article. I’ve had a Point2 Agent website for a number of years and it pays to keep it alive with fresh information and key words. You neglected to mention the amazing amount of SEO Point 2 Agent websites garner due to the sheer numbers of members. With all of the various social media platforms today, many agents are neglecting their websites. As for the consumers demanding many photos, it boggles my mind when agents do not spend the money on a decent camera or have a professional take photos of their listings. Terrible photos turn off a consumer (and me as a REALTOR®) and does no service to your listing or seller.

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