Why your website is critical to business success

Why your website is a key business tool is outlined below in an article written by Jenny Holt.   Jenny has presented numerous articles that we find of interest and thank her for her efforts. 

New reference materials furnished by Redfin for your benefit (Aug 2019) :

How Much is my home work worth by Redfin

Why Your Website is Key: Building Brand Awareness in the Real Estate Industry

As of 2017, over 90% of real estate firms had websites. In the age of Zillow and Redfin, real estate agents know that going digital is a critical component of capturing new prospective clients, and driving those leads to your website will only happen if you build brand awareness. Think about it: customers simply cannot select your services if they don’t know you exist to serve their real estate needs in the first place. A well-branded website serves as a critical tool to communicate what you do, how you do it, and why consumers should work with you. From providing free resources to sharing informative content, real estate professionals can use the following strategies to improve their online footprint and increase brand awareness.

Establish Yourself as the Authority to Build Trust

One of the most important places to start when creating your brand identity online is building trust and authenticity. Consumers want to know that you are reliable, well-informed, and trustworthy before they consider calling on you for real estate services. Sharing well-written articles on your website that give free real estate advice is a great strategy to start proving your brand as the authority on real estate in your community.

Take care to craft original and informative articles on your areas of expertise, and be sure to consistently share links to your blog across your branded social media platforms. Don’t just write generic articles about general real estate information. The consumer needs to feel that your brand knows something that others don’t, and that working with you ensures access to this specialized real estate strategy. Clearly communicate what you do well, and back up your claims with track record and testimonials. The goal here is to create memorable content that demonstrates your authority in a given niche.

Keep Your Prospect on Your Website by Offering Resources

Once you have driven a prospective lead to your branded real estate website and established your authority as a source of real estate services, you want to make sure your business offers tools or resources to keep a customer on your website as long and as frequently as possible. Again, for best results be sure to tailor these tools to your demonstrated expertise.

Agents specializing in investment properties could share this practical buy to lease calculator. Real estate professionals focused on first time home buyers could offer a free guide all about the unexpected costs of buying your first home. These types of tools will define your brand’s unique value to prospective customers and keep them coming back to your website to utilize your resources. Once a lead trusts your authority and finds unique value in your brand, that lead will likely convert to a real customer seeking your real estate services.

Think about digital branding and marketing just like the old ways of traditional face-to-face networking and lead prospecting. Before the internet age, real estate professionals grew their list of potential leads by reaching out in their community, sent neighborhood-wide mailers describing their services and successes in real estate, and relied on word of mouth referrals to educate new prospects about their real estate brand. Now that the world has gone digital, you can communicate all those same things to your prospective leads via your branded real estate website. Establish your authority, demonstrate your success, and offer unique resources on your real estate website, and reap the rewards of an optimized digital branding strategy.

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