Posted in Most agents think of their websites as a single-use tool, capable of delivering value only once to each visitor. The key to being successful is keeping the website useful so that visitors keep coming back. Here’s how to do it, step-by-step.
Step 1: Determine your niche
Every successful Realtor® has self-reflected and chosen their particular area of specialty. Here are some common niches:
- Rental property sales
- Multi-family building sales
- Land parcel sales to developers
- etc.
Successful Realtors® will only choose a niche that meets the following criteria:
- There is a big enough niche demand
- it is not over-filled with competition
- it has entrance barriers (connections, training, experience) that will prevent competitors from entering
- it can be easily advertised (doesn’t require long explanations)
Step 2: Profile your customer
With a niche in chosen, it’s now much simpler to zero-in on potential customers. To profile a niche customer, begin by asking the following questions:
- What is the customer’s income?
- What is the customer’s age?
- What are the customer’s extra-curricular interests?
- Where does the customer spend his/her time?
- What does the customer search for on Google?
Successful Realtors® take their time with this – and are often be surprised what they come up with.
Step 3: Target your customer
One of the most successful Realtors® I know targets doctors who like golf. He’s from humble means, and needed to save up for over a year to pay the $15k membership fee at an exclusive central golf club. It took a few months and a little networking, but he managed to work his way into their circles and sold several large, centrally-located houses to some of the most exclusive customers in the city.
This is an excellent example effective customer targeting.
Step 4: Provide a point of reference
When you enter your niche, you’ll be amazed at how referrals start coming to you. It’s at this point that your website begins to play a critical role as a point of reference for this inbound business. Make sure your website achieves the following:
- Ranks at the #1 spot on Google for your name
- Provides your niche information on your front page
- Provide hot-links to other key sections of your website (MLS® Search, contact page, blog, etc.
Step 5: Give them a reason to return
A good website is one with fresh information. Here are the must-haves on a good, up-to-date website:
- Latest MLS® data
- Market statistics
- Market news
Visitors MUST be able to consider your website as the gospel about your niche. Make sure to invest adequate time in keeping your information current, and relevant.
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