BrokerageIndustry News

Web marketing fails real estate newbie

Dos, don'ts of online lead generation

Once again, the Rookie Realtor is running down a rabbit hole. Are you making the same mistake? Last week I was on a conference call with Inman News CEO and founder Brad Inman and a number of executives who provide Web services to the real estate community. The subject of the "Rookie Realtor" came up in the conversation. The Rookie originally started by knocking at doors. Door knocking is hard, but it yields consistent results. The Rookie's latest strategy, however, is actually a giant step backward. The Rookie decided having a Web site was a smart investment. The Rookie has been chewing up valuable prospecting time "working on my Web site." Once the Rookie's site went "live," the Rookie was shocked that only one person visited it. The Rookie fell into one of the most dangerous traps in our business–spending money on marketing without understanding what it buys and whether it will work. Do Agents Really Need a Web Site? For most agents, purchasing Web-site technology is a was...