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Web content is important for Internet success

by Kim Shindle on

GoogleBuyers are increasingly turning to Google to search for homes and REALTORS®, according to Vanessa Fox, entrepreneur-in-residence of Ignition Partners.

One billion Internet consumers are using search engines worldwide, Fox noted. That makes having a presence on the web critical to future success, she noted.

Fox, who recently addressed REALTORS® at the Inman Real Estate Connect conference, said, “You need to think about the behaviors of your audience. For example, 59 percent of social media visits are to Facebook.”

The Internet has seen a 41-percent increase in search volume and a 60-percent increase in social media usage in consumers ages 35 to 44, according to Fox.

That’s why web site content becomes more important because consumers may not necessarily go directly to a home page, Fox said. “How well does each page of your web site work as a home page? Each page should be branded because people aren’t going to hunt around your site. You need to have a call to action on each page,” she added.

Fox advised doing a keyword search to see what comes up when consumers search: real estate, homes, homes for sale or specific local communities. “Dive in to see what people are searching for,” she said. “No one calls anymore. More people are searching for services online.”

Creating a brand awareness of the real estate company helps target consumers to the web site, Fox said. “Remember to have lots of information and good photos on your web site,” she added. Provide answers to consumer questions like “what neighborhood is the most walkable?” or “when is the best time of the year to sell my house?”

Fox reminded REALTORS® to review information on Google local and yellow pages to make sure their individual contact information is accurate.

REALTORS® should also be aware of the kind of traffic they’re getting on their site and how long consumers stay on the site. Fox also suggests having an Internet strategy so REALTORS® can track results.


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Comments (3)


  • Lisa Sawyer    February 16, 2010 | 9:58 am

    Great Article Kim! I am currently working on my webpage and blog. I try to incorperate exactly the things you said, local info that will include key words that people are searching for. I also like to make it fun and interesting for people to view. If you like a specific local athletic team, post a link to it! I currently have a link to the Olympic site!

    Reply to Lisa Sawyer
  • John Badalamenti    February 16, 2010 | 10:40 am

    Very timely article. I have several web sites, numerious home search tools including a Smartphone home-search GPS enabled APP, several blog sites, the list goes on …and one of things that I’ve come to learn over the last 10 years since the web has exploded is that when you give – you get. Today’s real estate consumer wants to shop on-line, they want to search for information, homes, real estate data, what have you – anonymously; they do not want to become a lead until they are ready to engage with a real estate professional.

    My approach is simple: Please enjoy yourself with the tools I have provided you with to use at your hearts content – and when you are ready, I am here to serve you.

    Reply to John Badalamenti
  • Robert Wagner    February 16, 2010 | 7:53 pm

    We have been changing our static website and a more active blog to incorporate these changes and trends. I suggest you pay attention to keep your brand fresh and relevant.

    Reply to Robert Wagner

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