Thread: Breadcrumbs or Steak?

I am in a discussion with a new client about the best way to get web surfers to take action (i.e. email, call, register for more info, request property tour, etc.) on their upcoming web site.

It is my experience that it is important for the agent to provide detailed information on what their targeted buyer considers important information. This includes a thourough property description, narrative, and plenty of photos. Give them steak that they can sink their teeth into!

From both my experience and my research I have seen that the web surfers are a different type of marketing demographic. They want to be comfortable before pulling the trigger and take action. They want to be informed and knowledgeable about the specific market and properties and be comfortable that the agent is an expert in their buying demographic. With the general public being distrustful and wary of real estate agents I believe that it is imperative that your web site accomplish this task.

My client, on the other hand, believes in leaving breadcrumbs on the web site to entice web surfers to call directly. This means providing as little information as possible - especially in their listings.

So, what has been your most successful strategy in converting web surfers into prospects? And I do mean prospects, not leads. Leads are developed after the agent makes substantiative contact with the prospect.

Is it breadcrumbs or is it steak?

Very interesting - its a pity though I can't vote - I never tried the steak Pretty much used fat breadcrumbs for the most of the times even though I know I won't buy into anything before I get the steak on the net.

Originally Posted by gemini

Very interesting - its a pity though I can't vote - I never tried the steak Pretty much used fat breadcrumbs for the most of the times even though I know I won't buy into anything before I get the steak on the net.

That's fascinating. The approach you take to designing your web sites is the opposite of your personal online habits. Have you ever given thought to why that is?

Yes, I know why - my boss is satisfied and he doesn't want me to do anythng. He likes to say - "don't fix it if it ain't broke" So, I obay We having two IDX systems for two months now - the old one cost $350 a month and the new one $390 a year - he keeps them both untill he is sure switching to the cheaper doesn't affect the amount of leads we generate. Well, we both know its kinda over protective, but hey, when we're talking about thousands of dollars in commission - there is no such thing as overprotective or too much insurance

But I think Internet is completely different market - people want the steak before they write a check - opportunity to get all the info is always there and possibility to get a limited reply on your question isn't really guaranteed. Low quality today's competition allows breadcrumbs, but something tells me 'steak' is the way to go in longterm.

BTW, whoever asked my opinion I always suggested the steak, the only breadcumbish thing I suggest is to require registration on your MLS Search if you really need the leads right away - especially if you do PPC and your traffic doesn't allow to give things away for free, otherwise it won't pay off.

Originally Posted by gemini

BTW, whoever asked my opinion I always suggested the steak, the only breadcumbish thing I suggest is to require registration on your MLS Search if you really need the leads right away - especially if you do PPC and your traffic doesn't allow to give things away for free, otherwise it won't pay off.

Thanks for your responses. I always appreciate the insights of others.

Me? I'm a steak and potatoes guy - I just don't tell everyone what kind of potatoes I use

Actually, my breadcrumbs are pretty fat - I give some description of the neighborhoods, pictures, price ranges, house drawings and floor plans. So, I guess it depends how you defining breadcrumbs and steak

I find that most of my visitors are from out of town - predominantly CA. So I target my site design for out of towners. Describing the neighborhoods, schools, sight and sound, etc.. I also learn that a good majority of home shoppers are female. So my site has more colors that appeal to women than normal.

I've actually learned through the forums I'm on that it's probably the best idea to give as much information as possible. What this means to me is that on my personal listings I provide as much information and photos as possible. However, do I offer the exact description the MLS offers? On my 3 niche sites I do give room sizes plus offer photos and as much of a description & highlights as possible. On my main site I give just about everything but exact room sizes.

I am constantly updating information about the areas I serve. I don't golf but from you guys I'm studying local golf courses & am now updating those towns that have them with links to the golf sites. As time permits I'll actually try to get some photos of the courses.

I offer full MLS VOW search capabilities but it does require registration as that's a requirement from my local MLS. I get a lot of prospects from it, even with registration required. They can still give a phony name and phone # but their e-mail has to be correct & is verified before they can search the MLS.