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In this digital age, it’s nearly impossible to market your real estate business without a strong web presence to go along with your print marketing campaigns. As real estate professionals, you need to have a real estate website for each area you serve, plus specific landing pages and property microsites to match. The goal of these websites is to enhance your print marketing material while tracking potential clients’ engagement and providing them accurate, location-specific data. Not sure why having a real estate website will benefit your business? Here are three reasons from industry experts.
Successful real estate agents understand the balance between print and digital marketing, which means. That your print materials should promote your location-specific websites, and those sites are tracking engagement from the mailer. However, it’s important to note that your business website is not the same as location-specific microsites. Your business website serves as the foundation for your online presence and allows for a general home search. But it should not be the catchall for your advertising campaigns. In addition to your business website, you should have:
● Community Websites: Built to showcase your expertise on the neighborhood as a whole.
● Property Microsites: Designed to highlight the key characteristics of each home for sale.
● Landing Pages: Made to add value to both your market reports and postcard campaigns.
Each webpage should be customized to your brand and created with your direct mail marketing materials in mind. A professional, eye-catching design is also a must, along with easy-to-read content that gets straight to the point. To avoid spreading yourself too thin, consider focusing on one service area at a time. As you achieve market saturation in that area, you can move on to other neighborhoods, slowly increasing your brand
recognition.
Although an all-inclusive website might feel cohesive to you, it’s often overwhelming for your viewers. Potential clients are busier than ever these days and simply don’t have time to go digging for information or data on your website. So, if they land on a website with layers upon layers of pages, they’ll quickly lose interest and seek out other websites instead. To avoid that, you need to have a real estate website set up for each area and include that link (or QR code) to your direct mail marketing materials. Ensure that your location-specific website also has landing
pages and property microsites with all the relevant housing market information. With this approach, your prospective clients will have all the information they need at their fingertips. By pairing your direct mail marketing with purpose-built microsites, you’ll quickly get recognized as the go- to neighborhood real estate expert. Plus, you’ll have more qualified leads coming your way instead of going to your competitors.
Now that you know the benefits of having a location-specific website for your potential clients, let’s explore why having one website for all housing markets is a disadvantage to you and your brand. Skipping the chance to harness the power of microsites will leave you struggling with many disadvantages, such as:
● Inability to clearly demonstrate your knowledge of local neighborhoods
● Low exposure rates for your listings, resulting in poor home selling results
● Fewer ways to track the success of your direct mail marketing campaigns
● Lack of an online presence, leaving opportunities on the table in this digital world
Ultimately, using one website for all housing markets will cause you to miss out on opportunities to meet your clients’ needs and grow your business. You won’t be able to customize the home buying and selling journey. Nor will you have a chance to push your
If you want to build a strong online presence, REAL Marketing can help you. Give us a call at 858.879.0819 to learn about our approach to creating high-performance websites for your area. We can also help improve your website and build property websites and landing pages. So, please feel free to give us a call anytime you want to boost your career success.
This will be completely turnkey for you. This means you’ll only need to approve the initial design and first mailing! Each month after that these will be prepared with new data and sent for you at the same time every month.
BECOME THE DOMINANT FORCE in your community. By presenting homeowners with quality and relevant information, we position you as the hyper-local expert. The impact is immediate — your marketing and professionalism showcased.
Whether you are just starting out or have an established brand, the Personal Sphere is a great piece to maintain your personal connection to clients, friends, and family. Our Personal Spheres can be selected as a one-time mailing or be developed as a year-long marketing campaign.