March 7th - 2008

Tips for a more effective Web site

Over and over again, studies show that consumers want to start their search for a home online and expect REALTORS® to have a Web site. According to NAR’s latest technology survey more than 75 per cent of respondents have their own real estate business Web site.

Over and over again, studies show that consumers want to start their search for a home online and expect REALTORS® to have a Web site. According to NAR’s latest technology survey more than 75 per cent of respondents have their own real estate business Web site.
 
Whether you are part of a larger franchise that supplies you with a Web site template, you’ve hired a Web designer or you have developed your site on your own, there are basic guidelines to follow that will ensure you make the most of this important business tool. Statistics on Internet usage indicate that you only have about three seconds to make a first impression. Within that short time, a visitor to your site will either decide to stay for more or leave. The main reason they decide to leave is because they find the site too confusing or unpleasant to look at.
 
Therefore, your number one objective with your Web site should be to keep it simple. Visitors should not have to work hard to find what they are looking for. Your home page should be clean and professional looking and should not offer more than six or seven menu options. Within each of these main menu options you can have submenus, just don't have too many. According to Microsoft’s Small Business Web site you should have all of your content available within three clicks of your home page if possible.
 
Navigation of your site should be consistent and easy throughout. Also, keep in mind that there are still lots of dial-up Internet users out there. Avoid animated graphics, busy backgrounds, large audio and video files, and large photos – people won’t wait for them. In fact, high resolution images are not necessary – they are slower to load, and make little viewing difference.
 
Quality content
The best Web copy is concise and in simple language. Your home page should have general information about you, your experience, services, and your company, as well as a small picture and a company logo. Your complete registrant information including contact information, with phone numbers and an e-mail address, should appear on every page of the site.
 
People also like to see information about the community, demographics, schools, hospitals, places of worship, shopping, and other features of the area where they are searching. Obviously your site should offer listing information on all property currently available and the price. Try to include as many photos for each listing as possible or a virtual tour highlighting the most appealing features of a property. An area map or link to a map is also a good idea.
 
It’s very important to include an electronic form that customers can submit to you for more information. Be sure to check your e-mail regularly and answer anyone who contacts you as quickly as possible, and definitely no later than 24-48 hours. When a visitor completes a form, have your site show a "Thank You for Your Request” page as well as send out a confirmation e-mail. This gives your visitors instant feedback so they know you are working on their request. Tools such as mortgage and loan calculators, buyer’s and seller’s checklists, and market reports are other nice extras to include on your site.
 
It’s also helpful to have some type of Web site traffic tracking tools installed so you can evaluate how well your site is attracting visitors, and what they are or aren’t looking at. Also, visit your site regularly to make sure that all your pages load and all links work properly. If there are problems, resolve them immediately.
 
Consider your Web site to be an extension of your professional self. You can use it to demonstrate your services, knowledge and professionalism to potential buyers and sellers so take the time to ensure you are projecting a quality image online.
 
Web sites must follow RECO advertising guidelines
Just like any other form of real estate advertising, there are many rules governing Web site real estate advertising designed to protect the consumer. Here are a few of the tips you will find on the advertising checklist at www.reco.on.ca and the Advertising Guidelines in REBBA 2002:

  • Do ensure the name of the brokerage and the name of the registrant appear as they are registered with RECO and appear prominently on every page of your Web site
  • Do ensure the designation “Brokerage” or “Real Estate Brokerage” and the registrant’s designation, i.e., “Broker of Record” or “Sales Representative” appears clearly with the brokerage name and the name of the registrant.
  • Don’t use terms such as “Group” or “Associates” to refer to your team. Any terms other than “Team” are not permitted.
  • Do provide an appropriate method to contact the brokerage directly – either by a phone number, mailing address or email address that has been provided to the Registrar.
  • Don’t refer to yourself or other registrants as “agents.”
  • Do avoid fine print disclaimers. If disclaimers are used, make sure they are obvious to the reader and that the overall impression created by the ad and the disclaimer is not misleading. RECO requires that disclaimers are easily read.
  • Do avoid using terms or phrases in an ad that are not meaningful and clear to the ordinary person.
  • Don't make performance claims such as “#1 Sales Representative in Anytown” or “The largest brokerage in Anytown” unless they are accurate and verifiable and you can substantiate them.
  • Do include a privacy policy on your Web site.
  • Do get permission from the applicable party (seller, buyer, their representative) to advertise a property on your Web site, including its address, pictures, location and/or transaction details.

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Ontario Real Estate Association

Jean-Adrien Delicano

Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246

Ontario Real Estate Association
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