To maximise the effectiveness of your website, you need to make sure you have structured the website content towards your key audience.
For 80 to 90% of real estate agencies, their target audience has changed (due to the dominance of Realestate. com.au and Domain.com.au) from property seekers to potential vendors and landlords.
These vendors and landlords are frequenting an agency’s website seeking information to help them select the most appropriate agent to entrust with their investment. Your website will be the first location they perform research about your agency. Making sure you have a great first impression could determine the outcome of their decision.
Traditionally, websites have been cluttered with information such as featured properties, current listings, location images, quick searches, favourite listings, property comparisons and other property seeker tools. These tools are irrelevant to your target website audience who are more interested in your value proposition, benefits of selling with your agency, marketing plans, recent sales, how you will manage their investment and tools for tenants.
A popular tool is the use of blogs and forums discussing real estate news, how to sell guides, how to maximum a sale price, how to look after property investments and other insightful information to help landlords and vendors. This type of content is not only great for SEO (search engine optimisation) but provides relevant content that will engage your target audience.
Vendors are also interested to see that your agency is technologically savvy and engaging social networks, video, new marketing technologies, mobiles, qr codes and iPads.
Next time you look at upgrading your website or adjusting site content think about how you can engage vendors and landlords and leave a lasting impression on their experience with your site.