Top Real Estate Web Design Mistakes

[HHI Golf Guy]

It goes without saying that an internet presence is no lunger a luxury for real estate agents - it's a necessity! However, most agents become quickly disillusioned with the whole internet process.

I'll be adding to this thread from time to time with some of the top mistakes of real estate web sites. Feel free to comment or add your own insights.

Field of Dreams Marketing
Having a great looking web site has absolutely nothing to do with developing traffic and conversions. Most businesses that enter into the ecommerce market employ the "Field of Dreams Philosphy" - if you build it, they will come. The fact is that most (not all) web designers - especially freelance designers - know very little about web marketing, search engine optimization, and pay per click. There are some companies that offer all of these services, but you may have to hire more than one company to get the job done correctly.

You need to have a marketing plan and budget for your web site just as you do with print media. Having a web site does not guarantee that anyone will ever find it!

The Toby Keith School of Web Site Content - I Wanna Talk About Me!
People use the internet to find information. When they are interested in real estate, especially if it involves relocation, they want to know about the area and the local residential communities. Too many realtors use their website to promote themselves with cutesy references about their family, kids and pets. While relationship building is an important part of real estate, your site should focus on one objective - selling homes! You build an online relationship with your web site visitors by providing extensive useful information to your readers. This will help brand you as a trusted authority on both real estate and the local area. Becoming a trusted authority is the key to getting web surfers to take action (i.e. fill out a form, call you, drop by the office, etc.).

It Takes Time - And Money - To Develop Your Web Presence
There are plenty of agents that have spent a ton of money on a web design, only to be discouraged when the only visitors to their site are themselves, friends, relatives, and a few people that got the web address of of their print media.

If you want immediate web site traffic, invest in a PPC program. Be aware that for competitive keywords you will most likely pay between $2 and $10 per click!

In the long run, your best bet is to hire a search engine optimization expert to increase your search engine rankings. One of the keys with SEO is to remeber that it takes time to develop your search engine rankings. In most cases it will take 6 months to 1 year to develop top rankings on Yahoo, MSN, and Google (the only SE's that you should care about). For top notch SEO services you can expect to pay between $5k and $20k per year.

While this is most definitely a lot of money, compare the costs with the amount that you spend on print media advertising. You could easily spend that much to run one ad in a major newspaper or magazine.

There's a heck of a lot more to developing a succesful real estate web site, and I'll touch on some of it at a later date. In the meantime, feel free to PM or email me with your questions. As always, I'm for hire :)

[frobn]

Very good summary. You should consider making it into an article and releasing it to be duplicated with the requirement it has an active link back to you.

[HHI Golf Guy]

I have the entire article on my web site, but I haven't actively distributed it yet. Good idea, though. I'll start looking for places to distribute it.

[Jade456]

There are lots of sites that would love to post your article. Although I think you are a little low on the se expert cost per year, especially when you consider the possible roi. IMHO

[HHI Golf Guy]

SEO costs will vary greatly depending upon the market and of course, the level of competition web in that market. In my experience, most real estate agents are cheap when it comes to web marketing.

Actually, let me rephrase that a bit. Gun shy is probably a better phrase. Many web design firms have convinced real estate agents that all that they have to do is load a web site and the leads and sales will come pouring in. So, the agent spends $5k-$15k on a site and gets zero ROI. They hear about SEO, but many are convinced it's smoke and mirrors ("You mean I have to pay $10-$20kk to optimize a site and you can't guarantee me top 10 placement - and I have to wait 3-12 months to see results?").

The one thing that I try to impress upon real estate agents is the difference between print media marketing and a well developed SEO program. Print media is a perishable item - people throw out the newspaper or the magazine after a few days. And depending upon your market, advertising in the Sunday paper can cost you an arm and a leg. A well optimized web site will continue to provide leads for an extended period of time.

We also teach agents how to effectively integrate web marketing with print media. It allows agents to extend their print media budget, and even target new print collateral and enter untapped markets.

You're right, Jade456, the ROI potential is huge. As real estate on the web continues to grow, agents that are willing to invest in SEO and web marketing are going to leave everyone else in the dust.

[San Diego Real Estate]

HHI Golf Guy,

Once again great information...I have spent the last two years researching and testing different SEO & PPC techniques & services! I can tell you that you are exactly right the amount of homes being purchased over the net is amazing! I get a lot of relocation traffic being in San Diego and without my sites I would not be able to afford to reach these people! This is the absolute best tool in the industry today! If promoted properly!!!! ;)

[HMiller]

One mistake I think many webmasters make is trying to cram too much text and information on the homepage. It really makes for a bad user experience when one has to read through so many different paragraphs and columns. To me, the cleaner and simpler to read the homepage is the better.

Another related mistake is placing all of those link and awards banners on the homepage, or anywhere on the site for that matter. IMO, they look very silly and sloppy, cause the page to load slower (on a dial-up) and most seem to be of no benefit linkwise at all.

[San Diego Real Estate]

HMiller,

I agree I have even been guilty of that!

Last year I used to even have Flash on my home page! Until I was at a clients home that came through the net! And I saw what happened when on dial up! That was a listing for 1,500,000-1,900,000 and a purchase for 900k! I totally agree!!! Plain is GOOD! ;)

[justicewhite]

Really good article.

I think the first 2 points are very valid for the UK market as well.

Agents seem to spend lots of money advertising in the local papers over here. Also, there are a few big property portals that the agents have to register with. The fees are high as well.

They don't seem to be paying for the PPC advertising on top of this.

[frobn]

This thread started as the mistakes the RE web sites make, however I like things in the positive as positives provide a plan forward while negatives often only tell you what you need to avoid.

I know that real estate professionals have a range of needs but what would be your ideal "basic" web site what pages would you include, what would you want for future expansion, etc?

[HHI Golf Guy]

I know that real estate professionals have a range of needs but what would be your ideal "basic" web site what pages would you include, what would you want for future expansion, etc?

Good question. It depends upon what type of marketing strategy that you employ. For example, if you choose a strictly passive marketing strategy all that you really need is an intro page, contact page, your listings, and the MLS.

What is passive web marketing? In a nutshell, the only visitors that you expect to visit your site are referred from your print media ads, collateral materials, and radio or TV ads. For these purposes all that you need is a DIY web site or a template web site.

On the other hand, an active web marketing strategy expects to develop new leads through search engines, PPC, and link referrals as well as the passive marketing strategies above.

So, what basic content do you need for a successful passive/active web site? The best way to determine this for your own market is to ask yourself one basic question:

What information do I need on my web site that will prevent web surfers from ending up on my competitor's web site? Once a web surfer needs to jump to another site to look up additional information, chances are that you have lost them forever.

Of course, information is one thing. The key is to design the site to get web surfers to take action. Does that mean buying a home? Not unless you accept credit cards on your site :) Taking actions means getting them to make contact with the agent via phone or email, enroll in a service, download a specific file, etc. Although I usually enjoy sharing information, designing a site that causes a user to take action is not something that I wish to discuss publicly. I'm sorry about that - but I need to keep a few trade secrets for my SEO/Design firm.

I do not believe in starter sites - and here's why: It will take anywhere from 3 months to 9 months to develop any meaningful search engine traffic. Use those initial three months to add content that will keep web surfers on your site. For example, I am a partner in a new real estate brokerage that will not open its doors until May or June. But we already have the bulk of the site online and being spidered by search engines. By the time the brick and mortar is ready, our web marketing campaign will be ready as well.

Above all - whether you are doing passive marketing, active marketing, or both - you must invest in integrating an MLS solution on your web site. Not only will it keep potential home buyers on your site - you may even earn a few extra dollars in the process.

[San Diego Real Estate]

HHI Golf Guy,

Is there a IDX service provider you prefer?

[Las Vegas Homes]

That is a big problem with real estate agents they get so yo yo telling them if they just build it they will come. This is wrong so very wrong. Operating a website and marketing it correctly takes more time than any other type marketing you will ever do in real estate. I speak from first hand knowledge. I was one of those that got took by a certain seo guy and paid dearly for it.

I can say now after a very expensive education, I have learned a lot. The hours that are required to admin a real estate lead generator like we presently have, takes long hours and a lot of work.

The ROI is more than worth it but you have to put in the hours and the work needed to make it successful. To throw something a little extra in. A quick story.

We just had a real estate agent we hired to work on our team. Within 3 days of joining and after allowing her to jump right into the system, she had a contract within 3 days of joining. When she came to us for the job, she said she hadnt closed a deal since July 2004. Well 3 days ago to cut this long story short. She calls me and said she was going to have to leave them team. When I ask her why, she said she didnt want to work this hard.

So the moral of the story is. When you have a good lead generating real estate site. Get ready to work harder than you ever have.

[frobn]

Above all - whether you are doing passive marketing, active marketing, or both - you must invest in integrating an MLS solution on your web site. Not only will it keep potential home buyers on your site - you may even earn a few extra dollars in the process.

I can not agree more. I have invested much effort, time and money in creating a fully integrated IDX/MLS solution. I have a demo at http://broadwaykeys.com/search.html and would appreciate feedback.

It still lacks several features and I am still reconstructing the links casused by a server failure last week but the IDX is working.

[San Diego Real Estate]

frobn,

I really like the format of you IDX/MLS Solution! Does the prospect/client have to login to get into it? ;)

[HHI Golf Guy]

I can not agree more. I have invested much effort, time and money in creating a fully integrated IDX/MLS solution. I have a demo at http://broadwaykeys.com/search.html and would appreciate feedback.

So far, so good. Here are a few things that I would change if it was my site:

1. I would make the selection and drop down boxes wider and move them more to the right hand side of the page so that they don't crowd your featured listings.

2. I would add currency symbols and commas to your price drop down boxes.

3. What's with the number of beds going as high as 77? I would also sort this field in number order from lowest to highest.

I know you stated you're still working on it, but I did get some undefined variable errors when I went to look at listings.

[HHI Golf Guy]

HHI Golf Guy,

Is there a IDX service provider you prefer?

Right now I'm only working with our local Association and their IDX solution. I don't even know if our area allows real estate agents to use another provider. We have a lot of strange and strict covenants, rules, and regulations in this area.

For example, if your house is for sale you cannot even place a "for sale" sign on your property.

[frobn]

frobn,

I really like the format of you IDX/MLS Solution! Does the prospect/client have to login to get into it? ;)

frobn,

I really like the format of you IDX/MLS Solution! Does the prospect/client have to login to get into it? ;)

Thank you. I have three different viewing layouts and will add more as I get time. As you can see we are still tweaking it.

The site has many member features and can be set up for only members to view the MLS. I have an inherent adversion to login sites that do not offer something unique, the mls is not unique so I advise the broker to leave viewing open to everyone. That said, prospects who register do get additional benefits such as:

ability to save favorite listings
email a listing to themselves or a friend
receive email updates
make an appointment to view a property

I don't have everything linked just yet, but if think the member register is working, go to http://broadwaykeys.com/admin. A login screen should come up where you can register as a member or as an agent. Once registered you can even add a picture.

More features coming soon.

[frobn]

So far, so good. Here are a few things that I would change if it was my site:

1. I would make the selection and drop down boxes wider and move them more to the right hand side of the page so that they don't crowd your featured listings.

2. I would add currency symbols and commas to your price drop down boxes.

3. What's with the number of beds going as high as 77? I would also sort this field in number order from lowest to highest.

I know you stated you're still working on it, but I did get some undefined variable errors when I went to look at listings.

Thank you for the comments. I plan to change the search page. The 77 beds is an agent typo. You should have seen al the misspelled cities before we put in an AI script to adjust for them. I don't dare say anything to my programmer until tomorrow. He worked most of the night to restore the system and he tells me we are out of alpha and into beta now.

[judyo]

In Northern Illinois we also can only utilize our local MLS system & no other. We have to pay for the opportunity to feature it on our websites. If we offer VOW the MLS requires registration.

[frobn]

In Northern Illinois we also can only utilize our local MLS system & no other. We have to pay for the opportunity to feature it on our websites. If we offer VOW the MLS requires registration.

Are you sure? I am not an lawyer or a REALTOR. I have dealt successfully with several MLSs for downloading raw IDX data and converting it to be displayed on realty web sites. My understanding is that NRA mandated that all MLSs make such data available to their broker members. Here is something recent from the NRA website - notice the term "mandated"
http://www.realtor.org/realtorae.nsf/pages/memberIDX?OpenDocument

February 24, 2005

IDX Resources for Brokers and Agents

What is IDX:
Internet Data Display (IDX) is a policy that allows brokers to exchange consent to display one another's property listings on the Internet. This program is known by several names, including Internet Data Display (IDD) and Broker Reciprocity(sm), and several MLSs across the country have been doing it for years. But as of Jan. 1, 2002, NAR has mandated that all MLS must offer their participants a way to display the listings of other participants on their own Web sites. In other words, brokers can now post listing information directly from their local MLS on their own Web site without having to frame another other listing site -- with some limitations.

Your local MLS policy sounds like a direct violation of this mandate. If your local MLS is so overly restrictive then they may be in store for unintended consequences. At a time when the internet is an indespensible vehicle for real estate professionals and IDX becoming a necessity, restrictive policy is inviting a backlash.

[judyo]

My MLS does make it's data available for it's members. However, I cannot get access to this data from any other source other than my local (Northern Illinois) MLS. I can't get the subscription (I pay $600 annually for VOW & they also offer IDX for $300/annually) from any other vendor.

Prior to offering the MLS on my site I checked around with other vendors & not one was able to offer me MLS for my area.

[San Diego Real Estate]

Thank you. I have three different viewing layouts and will add more as I get time. As you can see we are still tweaking it.

The site has many member features and can be set up for only members to view the MLS. I have an inherent adversion to login sites that do not offer something unique, the mls is not unique so I advise the broker to leave viewing open to everyone. That said, prospects who register do get additional benefits such as:

ability to save favorite listings
email a listing to themselves or a friend
receive email updates
make an appointment to view a property

I don't have everything linked just yet, but if think the member register is working, go to http://broadwaykeys.com/admin. A login screen should come up where you can register as a member or as an agent. Once registered you can even add a picture.

More features coming soon.frobn, I would highly recommend you go to my site www.SanDiego-House.com and go through the process yes I agree I prefer not having to login however, some of the best coaches in the industry will tell you to capture their info within the first few seconds of being on the site! If you will go in and set up a profile search and select save it will also e-mail you with updates automatically! It sends me a daily report and acopy of all the activity! l had to hire a full time assistant to keep up with the flow! ;)

[HHI Golf Guy]

I agree I prefer not having to login however, some of the best coaches in the industry will tell you to capture their info within the first few seconds of being on the site!

I'm torn on this one. A few of our sites actually rank #1-3 on most SE's for MLS (above the actual MLS site). I started off by offering unsrestricted MLS access, and the MLS pages were among our most popular. The MLS gateway page had 60-100 views per day. Then I experimented and added a form to capture name and email address before accessing the MLS. I had only 1 person register to use the MLS during one entire month.

Needless to say, I don't make users sign up for access anymore. This allows them to access the info freely, and then contact our agents when they are interested in a property.

Here's what I suggest:

1. Start off with unrestricted access for an extended period of time (1-2 months).

2. Once you have a baseline on the number of people accessing the MLS through your site, change it to a sign up form.

3. Compare results.

Did you get enough useful subscribers (valid email addresses)? Do the amount of subscriber leads offset and potential unrestricted MLS sales/inquiries that you receive?

I would bet that in most cases that unrestricted access develops more leads and inquiries than requiring email registration. I would be interested to here anyone elses results.

[frobn]

I would highly recommend you go to my site www.SanDiego-House.com and go through the process yes I agree I prefer not having to login however, some of the best coaches in the industry will tell you to capture their info within the first few seconds of being on the site!

I did go to the site and found your sign up quick and easy, but it lacks a password so when I changed browsers I had to sign up again. I guess if I wanted to view the MLS I would sign up. At some point I am going to do a test comparison for my self. I know you are in the process of changing your MLS so this may not pertain to you for much longer, but the problem I see with a framed approach is the content is invisible to the search engines.

I can't argue with success so if you are getting the leads then what you are doing is working.

I had only 1 person register to use the MLS during one entire month.
Needless to say, I don't make users sign up for access anymore. This allows them to access the info freely, and then contact our agents when they are interested in a property.

I have heard similar things from other people. It's possible that a sign-in is ok in some markets but not ok in others.

You suggestion to test your own site is the best approach.

[San Diego Real Estate]

Absolutely...it is not always the same in all markets! ;)

[JimFoster]

I believe having a good content will drive customers to check out the website longer. What I mean by good content is providing useful info to inform and teach people about the real estate market in your area.

[Real Estate Forum]

Sometimes people will leave your site but if subconsciously they remember it in a positive way, they do return ... and then become clients the second time around!

[HHI Golf Guy]

One of the things that we track for our clients is how many people bookmark the site each month and compare that with the total number of unique visitors for the month.

[San Diego Real Estate]

Shawn do you send them any type of Auto Responder?

[HHI Golf Guy]

Auto responder when the site is bookmarked? No. I analyze the raw logs to get the data. All I have to do is see how many times the favicon.ico file has been accessed each month.

For example, when you bookmark any of the links below an icon will show up next to the bookmark in your web browser.

[dario]

good for us!!!!!!!!!!!

[horatiub]

great tips. Now, I need to make some changes :)

[Honeycomb Properties]

Some great remarks, here are the most common mistakes I've seen:

Using all flash
Website designed in Frames
Excessive use of images and javascript
minimal or no links
no keyword research
framing in IDX
poor title bar and/or headers