How agents stay relevant online

Editor's note: This is Part 3 of a three-part series. Read Part 1 and Part 2.

Looking for some great ideas for your business? Today's column covers eight simple, common-sense "gems" from Real Estate Connect that can help build your real estate business in 2010.

1. Avoid this simple mistake many agents make
Have you ever visited an agent Web site with great community information, but with no reference to the city or the state? For example, if you reference "Sunny Hills" in Paris, are you referencing the "Paris" in California, Illinois, Missouri, Kentucky, Tennessee or Texas?

When you describe the market areas you serve on your site, be sure to also reference the city, state and ZIP code(s) where they're located. Failure to provide this information means that search engines cannot accurately match your Web site with visitors who are searching in your area. If Google can't find you, future customers probably can't find you either.

2. Where's your number?
Most agent Web sites have their phone number posted on their home page. Few, however, post their phone number on every page of their site. Here's the rub: After a Web site visitor views a listing, including a virtual tour and multiple pictures, it can take a substantial amount of time to scroll back to the agent's home page to find the agent's phone number.

Consequently, make sure that you post your phone number on every other page of your site, preferably in the upper right-hand corner. If you don't, that great Web site lead will probably go somewhere else.

3. Become an interesting person
In broker Paul Zweben's session at Real Estate Connect NYC, he recommended that agents become experts on where to eat and what to do in their local area. Your goal is to stay top of mind in your potential clients' thoughts by being an interesting person, not just a Realtor. Zweben recommends that the best way to do this is to identify with your Web visitor as a person. Be the resource that helps them find what matters to them.

4. Avoid becoming tone-deaf
The problem with much that is going on in social media is that most people are speaking without regard to who is listening. Agents need to engage with their client base to determine the challenges they're facing. Rather than a monologue, it's better to create a conversation based upon what people in your local market area are saying. ...CONTINUED

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