Many small businesses are located in various industries such as healthcare, real estate, home services, and others that should have a website. Eric Rosenbaum claims that according to his research, CNBC.com estimated that 47% of small businesses do not have a business website. Also, about one-third of small businesses do not use the internet to communicate with their customers. For this article, I will primarily focus on the real estate industry and provide the top five benefits that agents of real estate companies gain by having a website.
WHY REAL ESTATE AGENTS NEED A WEBSITE?
Ensure that your awareness and online presence are developed
According to a March 2017 survey of US internet users conducted by Burke for the Local Search Association (LSA), eight out of 10 respondents said a search engine was their top choice among a collection of digital and nondigital sources to look up information for local businesses last year.
In today’s modern times, the Internet has proven to be an essential element in finding a new home. A property listing website is required in order to list a property for sale in this market. Although the vast majority of agents use their own clients from referrals and repeat business, it is important to utilize a website to help build brand recognition. The marketing and advertising agent’s own brand ultimately leads to more business.
In order to generate quality leads, use the Qualified and Available pipeline
According to this data, 62% of agents spend at least an hour per day on marketing and advertising. There are 60% of agents who search for new leads on a daily basis. They devote several hours a day to prospecting, in which they invest 26% of their time. That is a significant amount of time involved in this stressful and time-consuming line of work. In this case, using a website allows real estate agents to work with digital agencies to develop marketing strategies and acquire quality leads.
Content and inbound SEO (marketing that is focused on the acquisition of quality, relevant inbound links) can be applied over the long term for organic growth. Paid marketing, such as pay-per-click (PPC) ads with relevant landing pages, yields the best lead generation results. Regardless of how they market themselves, real estate agents can free up their valuable time and make more money. Additionally, clients who contribute more value to their service, and have a proven track record of delivering high levels of service, will be rewarded with referrals and repeat business.
boost credibility and branding
Nearly 95% of home buyers conduct property searches online. Real estate agents tend to believe that using a well-known real estate firm’s website should be sufficient for a single page online presence. Nonetheless, there are several difficulties with this approach.
- The customers’ or sellers’ site is representing an umbrella brand instead of the individual brand of an agent. In this instance, an agent depends on umbrella brand as a lead identifier and this agent is not in control. The organization may also be competing with other umbrella brand organizations for the same kind of business.
- When an agent decides to leave the umbrella brand, he or she will need to start over from scratch by creating a brand new online presence. If you utilize a website built around the agent’s unique brand, this is avoided since an established online presence is tied to the agent’s personal brand instead of their primary brand.
Most people want to find a solution to their problem instead of being persuaded to buy a product or service. This mindset is consistent across both buyers and sellers. Online real estate agents can increase the value of their clients’ property by giving buyers and sellers useful information to guide them throughout the buying and selling process.
Dealing with the agent’s website involves updating the contact information, community resources, FAQ, and listing. While explaining how real estate agents perform services can foster trust, rapport, and increase business, it is equally important to educate buyers and sellers about the market. NARS found that photos and property information were most important to millennials (born between 1980-1998). For the Silent Generation (those born between 1925-1945), being a real estate agent was a must for good contacts, virtual tours, and photos.
Customers demand that real estate agents maintain an online presence
Social media has a big role in real estate agents‘ tool usage. Facebook has the lead with 80% of the agents using it, while LinkedIn comes in second with 71% of agents. It is absolutely crucial to have a website because it is the centerpiece of your online presence. Using the Agent website as a center for marketing, social pages and local directories can all connect to it. It will be a wonderful spot to include client testimonials and resources for buyers and sellers.
A concern of not having a website is that real estate agents have no control over their data. This statement specifically applies to online presence relying heavily on social media. Real estate agents do not own their social media information. They must ensure relevant photographs are current and current information is correct.
A social media platform algorithm change could negatively affect their rankings, as well. Website owners who own their website can benefit from extensive analytics reports that reveal details such as how users arrived at the website, which keywords they used, if they utilized mobile or desktop devices, where they went on the website, and where they go after leaving the website. By understanding their visitor’s behaviors, agents can remove guesswork and simply apply informed judgment. Many real estate agents with an integrated brand profile page have analytics, but few have access to other reports.
A key component of your marketing strategy
Having a website and online presence benefits every small business. This applies equally to the real estate industry. Reel agents gain the following benefits from having a website: increasing their awareness, increasing their quality leads, enhancing their credibility and their brand, assisting buyers and sellers during their transaction, and full control of the information. It is a small price to pay for such a large return in the long term that incorporates a well-thought-out marketing strategy.