WORD MAGIC: (full story)
Let’s Get Personal ...
As a real estate professional you are just that…a
professional. But you also have a unique personality.
And too many of you are subjugating your individuality
on your Web sites under a lot of tired prose about
“providing excellent service” and “knowing the market.”
C’mon folks. If you want to capture a potential client’s
attention in a few seconds, you’ve got to reach out and
touch someone (at least figuratively).
That’s not going to happen with what I call
the “cookie cutter” approach to Web copy. In my
line of work I see lots of real estate Web
sites, and I’ll estimate that nearly 90% of them
are interchangeable, except for their names and
photos.
On the landing page, more often than not, I
am greeted with, “Welcome to my Web site.”
That’s nice, but uninspiring. As a browser, I
expect that I am welcome to click on your site.
But what’s going to make me click again…and
again; in other words, get me hooked on wanting
to know more about you? You have to say
something that makes me believe you can handle
my transaction better than any of the other
Realtors on the Internet.
In order to do that, you need to tell me
something about yourself that is out of the
ordinary. Have you lived in the neighborhood for
twenty years and raised a family there? That
might pique my interest if I’m moving into the
area with children. Do your listings sell, on
the average, 20% faster than others in your
region? I’d certainly want to interview you
about selling my home. If you’re a newbie, turn
that into a positive. Tell me you’ll work 30%
harder than the average Realtor and give me the
specifics about how you accomplish that.
Also, don’t be afraid to add a little fun to
your Web site. It’s true that people do business
with people they like. So, make yourself
likeable online. If you’re a dog lover, talk
about your pooch and add some personal notes
about the best places to walk a dog, pet supply
stores, and vets. Use some creativity to work
hobbies and interests into your copy to help
browsers see you as a three-dimensional person,
not just someone who can help them buy or sell a
home. Don’t overdo it though; one “theme” and a
brief mention are enough.
Even when you’re working on the nuts and
bolts pages of your Web site, try to keep them
user-friendly and inviting. Almost everyone has
a page titled, “Frequently Asked Questions,” or
just “FAQs.” What’s going to make viewers want
to open that page? Why not arouse their interest
by calling it, “The Ten Most Important Things
Buyers Want to Know,” or “The Questions Sellers
Ask Most Often.”
Another way to connect with potential
customers is to use language that’s appropriate
for your target market. Do a little research on
the demographics. If you’re angling for luxury
home buyers, your copy should be sophisticated
and refer to aspects of the million-dollar-home
lifestyle. On the other hand, young first-time
buyers will relate to a more casual copy
approach. Think of what makes your knowledge and
expertise outstanding to your market and how
potential clients will see it benefiting them.
Whatever style you adopt, keep it consistent
throughout the site.
Remember that the Internet is an interactive
medium and, as the Web site owner, it’s up to
you to engage potential clients. “Internet
Empowered Consumers” (as Michael Russer has so
aptly named them) have a choice whether to read
or not read your site. You can attract and keep
clients’ attention with a well written site that
not only reflects your professional skills and
expertise, but clearly states the advantage of
using your services. Finding your voice, and
using it creatively on your Web site, will help
you make that connection.
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