Real Estate Leads Search Engine
Placement Lead Generation
Visitor Traffic
The Real Estate Industry Does Not Understand
the Internet Home Buyer
Today 95% of all real estate websites are not producing significant results for the Realtor or brokerage. Thousands of Realtors are very disappointed with the results that they are experiencing from their websites. For this reason a vast majority of the people in the real estate industry do not believe that Internet real estate marketing is profitable. Many have come to this conclusion after hearing their associates complain about their experiences with their website. They seldom hear from an associate who has been successful on the Internet and this is because those who are successful don’t want their associates to realize how good the Internet is. They don’t want their competitors to know they too could be very successful on the Internet.
The most successful of real estate websites produce a conversion rate of 1% to 2% between website visitors and leads. That is, one or two people out of each 100 that visit the site, contact the Realtor. Yet there are sites that are achieving a consistent conversion rate of 10% to 15%. There are very good reasons for this difference.
If we look back at the development of the early real estate websites and then review the subsequent development of real estate sites over the years we see that these sites have been created employing the traditional real estate marketing philosophy that has been employed for decades.
This marketing philosophy seeks to promote contact between home buyers, sellers and the Realtor or Brokerage. It attempts to compel the customer to call or come into the office. Until the advent of the Internet the real estate industry, the brokerages and Realtors, were the primary source of information on homes for sale and were the means with which a seller could properly market their house. The brokerages controlled the access to the MLS. This MLS listings book was held captive in the offices and in most cases was not allowed out of the office. Buyers had no choice but to go to a real estate office to get information on homes for sale. A seller, in order to market their home and have it promoted to real estate agents had to have their house listed in the MLS. So brokers and Realtors had only to compete with other brokers and Realtors for the opportunity to give buyers listing information and to list sellers homes in the MLS.
With the advent of the Internet things began to change. People from out of town and locally could go up on the Internet and get information on homes for sale. Sellers could market their house by creating a website or listing it on real estate websites. In recent years the Multiple Listing Services around the country have become available on the Net. Several years ago the John L Scott company in Washington was instrumental in introducing the IDX system and establishing rules relating to providing Internet access to the MLS.
Today, most home buyers know that they can access the MLS. They will go on line to real estate websites specifically to gain access to the home listings in an MLS system. But, there is a problem that most Realtors and brokers do not know about and don’t understand. These buyers want access to the MLS but do not want to talk to the Realtors. The buyers are not ready to buy but are in an information gathering stage and may not plan on buying for many months if not a year. Many Realtors complain about Internet leads saying that people give them phony phone numbers and they don’t respond when the Realtor attempts to contact them. The Realtors do not understand that the buyers do not want to talk to them, and do not respond, because they are not ready to buy and they do not want to be pestered by a salesperson.
To succeed on the Internet you must understand this issue and utilize a presentation in your website that specifically addresses the home buyer in a way that makes the buyer feel comfortable in providing his home search criteria and contact information. If your website presentation makes the home buyer feel comfortable in providing his home search criteria and contact information you will achieve a much higher visitor conversion arte and be able to build a serious Internet lead farm.
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