Over the years I have taught several classes on Realtor Internet marketing and how to optimize your website. The question most often asks is "how many web sites should I have?" In years past, my answer was how many can you devote time too while taking care of your real estate business, one. The reason I said one web site was more than enough is because content is king. And, a sites traffic and organic rankings would improve by creating different pages for cities and neighborhoods within the site, rather than creating a lot of mini-sites.
I have to say, now, I have changed my mind. Just a bit and not for the reasons most of you are thinking. After much research, an agent needs two sites: one site is for prospecting for new clients and the second site is for cultivating prospects and keeping in touch with old clients.
Let me explain. The prospecting site is a very streamlined site that offers a page for the MLS, your listings, CMA request, client testimonials, newsletter subscription and a means for contacting you. This site is very sleek and organized with the intention of funneling all traffic towards a capture page. This is your business card, your yard sign, and your short print ad... This is your prospect generator.
Now let's talk about your cultivation site. Once traffic is captured, you now have a contact, and all correspondence to the contact should direct him/her to your cultivation website. The cultivation website contains articles, school information, the weather, theater discounts and all the other information that we as agents want to give to our clients... This is your client for life creator.
The reason I say create two websites is that each site has a very different objective. One site is to create and capture contacts and the other site cultivates those prospects into clients. I'm sure some are asking why can't I combine the two, answer: congestion. Remember, on our prospecting website, we don't want the traffic getting side tracked. We want the traffic to funnel to a capture page, so that we can cultivate them in the future. Also, on our cultivation site, we don't want the prospect or past client feeling pressured to sign up for this and that.
Keep two site, I think you will like the return.
Reg Gustin is founder and operator of Pro Online Agent LLC, an internet marketing company that helps real estate agents develop an online marketing plan. Visit http://www.pro-onlineagent.com for more info.
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