Published by Cary Sylvester, Executive Director of Technology
The most common question I’m asked is “Can you fix my website-it’s not working!” Immediately, we run to a computer, pull up their website and voila, there it is…working as expected.
So, what isn’t working? It’s not generating leads – that’s the problem! So, I stop and ask, who are you trying to reach with your website? This is inevitably the time I get the blank stare and hear “well, leads.” If you want to “fix” your Website and reach your clients in 2010 and beyond, here are my five tips to make your Website work for you:
1. Determine who your audience is
Seems simple enough, but why aren’t we doing it. Remember, potential clients need a reason to find your site. Ask yourself, are they looking for foreclosures, their first home, information on the tax credit? Or, do they love the neighborhood by the lake or a certain school? Don’t limit yourself when setting up a Website. It’s very common to jump right in to adding your content or redesigning your site to make it look great. But, before you do this, answer a few questions to help you build out a site that works for you:
What’s in it for them?
What type of information are they looking for?
What questions are they asking you?
What makes them unique?
You’ll notice that all the questions are about your audience, not you. There is only one thing about you – how to provide enough compelling information that they feel comfortable sharing their information with you. Use these audiences to build out the interior pages of your website.
2. Pay Attention to the Long Tail
You’ve just begun setting up your Website or maybe you have done a full-scale redesign and you are so excited to lead generate with it! Suddenly every home buyer looking for homes for sale in your city will Google “Homes for Sale” and magically, you will appear in the list…as result number 12,365. Only 100 pages in! Well, wait, how do you get on the first page? It takes time, a lot of content and money to drive business to your site for the most popular keywords. (i.e. “Homes for sale in Austin”) These broad terms will result in about 20% of your traffic at the most. 80% or more of your traffic from Google will come from less popular, obscure key words, such as “Lakefront homes for sale in Austin”.
3. Pick the Right Keywords
Great, you’ve found and audience you want to attract to your site. Now, speak their language. Let me repeat, speak THEIR language. The biggest mistake I see is using the word “Listings”. Do your clients call and ask to see listings in the area? NO – they ask to see homes for sale, houses for sale, etc. Think about how your clients ask for services to craft the words you choose to use on your site. For example, CMA vs. value of my home; MLS vs. homes in the area, etc.
Another key to using the right keywords is to use them naturally, as if you are in conversation with someone. Adding awkward keywords to your webpage to attract Google will only do two things: give you strikes with Google and annoy your client. Finally, add your keywords to your page title, meta-description and possibly as part of your domain name.
4. Focus on Having a Great Landing Page
You’ve found your target audience, attracted them with compelling content, now you need a relevant landing page with clear calls to action to compel them to share their contact information with you.
Sending that potential client to your home page or other generic page doesn’t tie the program together. Let me give you an analogy – you receive an advertisement for the best SHOES at XYZ store. You drive over to the store and its all clothes and hidden away is that one pair of shoes. Do you think you’ll stick around to find it? Well, your website IS your storefront and if you attract an audience looking for a particular niche, you’d better give them what their looking for quickly.
5. See Your Website as Part of Your Marketing Plan-Not a Technology Plan
This is no longer technology. Let me repeat….this is no longer technology! These strategies are part of your overall marketing plan – only online. Don’t be afraid of mastering this because you’re not a “techie” – you are a marketer and that’s all that matters.
Tuesday, February 16, 2010
Thursday, February 11, 2010
Business Development: The Hottest CRE Skill for 2010
Published By: Buddy Norman, President of KW Commercial
The commercial real estate market has changed – and is changing. Although many believe the market still hasn’t hit bottom, one thing is certain, commercial real estate brokers need new skills in order to thrive in the face of current market realities. Beyond the tried and true relationship strategy, I believe commercial real estate brokers need to focus primarily on honing their business development skills.
Just because the commercial real estate market is shifting doesn’t mean brokers should shift into panic mode. As Gary has shown us in SHIFT: How Top Real Estate Agents Tackle Tough Times, there are always opportunities in the midst of challenging environments. So, if you maintain a business development mindset and keep your foot on the accelerator, you are more likely to discover and leverage those opportunities to your advantage.
Before you can hone your business development skills you need to understand what business development is – and what it isn’t. Business development is not merely sales role, it combines sales, marketing, strategic analysis and negotiations to accomplish one goal…building new relationships with potential clients.
With an ever-shifting market, you need to begin to think creatively about the opportunities that lie before you and how you might approach them. Here are a few steps to get you started:
Identify local market opportunities: Stop and ask yourself, “What are the opportunities in my local commercial real estate market?” If your local market is like most, things are pretty quiet right now. Capital is sitting on the sidelines waiting for the right timing to invest. Therefore, investment sales are soft and will remain soft into 2010. Few are placing bets until unemployment stops rising because much of commercial real estate velocity relies on job growth. Many distressed property owners are holding on tight. It is imperative for you to know your market! That’s why you should focus on landlord leasing and management, tenant representation and SBA/user transactions, as well as building relationships with key banks.
Realize new and emerging trends: Foreign investors are entering the U.S. market to play against a weak dollar, and bank foreclosures on commercial properties are setting the stage for fire sales. Real Estate Investment Trusts are going to make their moves at the right time. And with market lease rates so low, tenant representation brokers are staying busy helping negotiate blend and extend deals or upgrades from Class B to Class A properties. Think creatively about the trends you are seeing. Find a new angle and execute your strategy.
Prepare for 2010: For some, the New Year will mean a shift into tenant representation. For others, it may mean working with banks on REOs or commercial property management. For still others, that may mean aggressively marketing to foreign investors or private equity firms with massive hedge funds of cash waiting for the bottom. As you identify new and emerging market opportunities, SHIFT your business practice to prepare for the coming commercial trends.
You might also want to look at ramping up your training and coaching if you haven’t, and join networking groups or form strategic alliances. Whatever it takes, once you’ve identified a valid business opportunity, begin taking steps toward developing that business. Although cost cutting is wise and relationship-building is a must, business development is a key skill that will pay off in the up and down cycles of commercial real estate. And, right now has never been a better time to hone these business development skills.
The commercial real estate market has changed – and is changing. Although many believe the market still hasn’t hit bottom, one thing is certain, commercial real estate brokers need new skills in order to thrive in the face of current market realities. Beyond the tried and true relationship strategy, I believe commercial real estate brokers need to focus primarily on honing their business development skills.
Just because the commercial real estate market is shifting doesn’t mean brokers should shift into panic mode. As Gary has shown us in SHIFT: How Top Real Estate Agents Tackle Tough Times, there are always opportunities in the midst of challenging environments. So, if you maintain a business development mindset and keep your foot on the accelerator, you are more likely to discover and leverage those opportunities to your advantage.
Before you can hone your business development skills you need to understand what business development is – and what it isn’t. Business development is not merely sales role, it combines sales, marketing, strategic analysis and negotiations to accomplish one goal…building new relationships with potential clients.
With an ever-shifting market, you need to begin to think creatively about the opportunities that lie before you and how you might approach them. Here are a few steps to get you started:
Identify local market opportunities: Stop and ask yourself, “What are the opportunities in my local commercial real estate market?” If your local market is like most, things are pretty quiet right now. Capital is sitting on the sidelines waiting for the right timing to invest. Therefore, investment sales are soft and will remain soft into 2010. Few are placing bets until unemployment stops rising because much of commercial real estate velocity relies on job growth. Many distressed property owners are holding on tight. It is imperative for you to know your market! That’s why you should focus on landlord leasing and management, tenant representation and SBA/user transactions, as well as building relationships with key banks.
Realize new and emerging trends: Foreign investors are entering the U.S. market to play against a weak dollar, and bank foreclosures on commercial properties are setting the stage for fire sales. Real Estate Investment Trusts are going to make their moves at the right time. And with market lease rates so low, tenant representation brokers are staying busy helping negotiate blend and extend deals or upgrades from Class B to Class A properties. Think creatively about the trends you are seeing. Find a new angle and execute your strategy.
Prepare for 2010: For some, the New Year will mean a shift into tenant representation. For others, it may mean working with banks on REOs or commercial property management. For still others, that may mean aggressively marketing to foreign investors or private equity firms with massive hedge funds of cash waiting for the bottom. As you identify new and emerging market opportunities, SHIFT your business practice to prepare for the coming commercial trends.
You might also want to look at ramping up your training and coaching if you haven’t, and join networking groups or form strategic alliances. Whatever it takes, once you’ve identified a valid business opportunity, begin taking steps toward developing that business. Although cost cutting is wise and relationship-building is a must, business development is a key skill that will pay off in the up and down cycles of commercial real estate. And, right now has never been a better time to hone these business development skills.
Tuesday, February 9, 2010
Another Milestone for Keller Williams Realty
Published By: Keller Williams Realty
Mark Willis, CEO, announced during his state of the company address that Keller Williams is ranked highest by J.D. Powers and Associates for highest overall satisfaction among home buyers for two years in a row! This is proof positive that Keller Williams continues to outperform the industry.
“Keller Williams is rising to No.1! The longer the downturn lasts, the stronger Keller Williams emerges. Year to date, NAR’s membership has dropped by about 10 percent, while Keller Williams agent count has incresed by 2 percent,” said Willis.
Why is it Keller Williams continues to power ahead in gaining its “unfair share of the market?” States Willis, “Unified training, unified leaders, a unified culture, and a unified economic model.”
Mark Willis, CEO, announced during his state of the company address that Keller Williams is ranked highest by J.D. Powers and Associates for highest overall satisfaction among home buyers for two years in a row! This is proof positive that Keller Williams continues to outperform the industry.
“Keller Williams is rising to No.1! The longer the downturn lasts, the stronger Keller Williams emerges. Year to date, NAR’s membership has dropped by about 10 percent, while Keller Williams agent count has incresed by 2 percent,” said Willis.
Why is it Keller Williams continues to power ahead in gaining its “unfair share of the market?” States Willis, “Unified training, unified leaders, a unified culture, and a unified economic model.”
Wednesday, December 16, 2009
The Spirit of CHRISTmas
The struggles for the Seitzler family began about four years ago when John, who had supported the family of six children with a six-figure income, lost his job as an IT specialist. Although he has searched for work that utilizes his expertise, it’s been very difficult for the 61-year-old to find a suitable job in this job market. To make ends meet, he now works 55 hours a week—40 hours at a local fast food restaurant and 15 hours a week at the local skating rink. “I’m doing everything I can to get the bills paid,” he said. “We’re living day by day,” Kathy said.
The Seitzler family has always given to others. Along with raising their own four children who are still at home, John and Kathy also adopted two special needs children and have round the clock care for them out of their home. They also hold regular prayer and church group meetings at their home for underprivileged and
handicapped children. In fact, the youngest special needs child they adopted-Ashley, who is now 5 years old--came to the Seitzler family from Illinois. As a baby, Ashley was in such bad condition, she couldn’t move, swallow, see or hear. Doctors said she wouldn’t live much longer and Ashley was headed to a nursing home. “That was basically a death sentence,” John said. “Even in our situation, we couldn’t let that happen. We don’t believe any child or baby is a mistake. We decided that regardless of her fate, we would take her into our home and let her know she was loved and important to us.”
The Seitzlers fought to have Ashley come to Texas and then Senator Barack Obama, President George W. Bush and Governor Rick Perry were all involved in getting special permission for Ashley to come to Texas to be with the Seitzler family. She is now doing better than anyone ever expected. “She can see and hear and she touches everyone she meets,” John said. “She has made great progress. Our children have learned to care for her and people that meet them and interact with Ashley are amazed with their love and care for Ashley.”
However, it does take a lot of special equipment to care for the special need children in the household. Therefore, it would be very difficult for the Seitzler family to just move into a smaller house. “We never knew from one month to the next if we’d be able to stay here,” Kathy said. “And we have nowhere to go if we lost our home."
Debbie is assisting the family in every way she can and is in communication with the mortgage company to find a solution for the Seitzler family and for now, they can stay at their home. “The Seitzlers have given so much of their time, money and love to others,” Debbie said, “we feel it is time to help give back to the Seitzler family.”
The house also is in need of many repairs and foundation work. The Seitzler family is thankful to have Debbie working on their behalf. “We’re so thankful,” John said. “We trust Debbie. Our faith has grown so much through all of this and we know God will always provide.” The Seitzler family has six children living at home: Justin, 17, De’Anna, 16, John Wayne, 13, Joseph, 11, Haley, 8, and Ashley, 5.
-From the Kaufman County Enterprise
Story and Photo By Jennifer LaPrade, Managing Editor
Monday, December 14, 2009
Subscribe to:
Posts (Atom)