Industry News

Specialization’s the name of the game

Part 1: Agent's guide to online success

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

(This is Part 1 of a three-part series. Read Part 2, "Attract attention, attract business," and Part 3, "Become resource for all things home ownership.") Is your Web site generating the leads you want or is it a money pit that produces no results? If you want to turn your Web site into a moneymaking machine, today's column will show you how. Michael Russer, aka "Mr. Internet," has been an expert on how to use the Web to market your real estate services since the mid-1990s. He has been a leading advocate of working with virtual assistants and has shown thousands of agents how to build successful online businesses. According to Russer, the number one reason that agents fail miserably online is that they do not target market. Virtually every top producer in the country controls a specific market niche. The niche may be geographical or it may be a specific market segment such as first-time buyers, relocation or luxury. Specialization is the key ...