My real estate web site doesn't increase my business

You say that you are not a business owner, that the concept of a "entrepreneur" does not apply to you since you are an agent for a real estate firm? If this is your thinking, perhaps it is time for you to rethink your business model.

As an independent contractor, you do own your own business. Your business license (i.e. your real estate license) just happens to be held by another company, that of your broker. Top agents do realize that they own their businesses. Therefore, they realize the need for the tools that any business needs in order to prosper and grow: a business plan, a budget, the right business tools and up-to-date technology.

They also know they need to expand their business if they are to grow. They know that their easiest, most cost effective and most profitable expansion tool is a "virtual office," one that serves a worldwide clientele twenty-four hours a day, seven days a week, 365 days a year.

This virtual office is, of course, their personal web site. Many "virtual offices" make a substantial contributions to an agent's gross income. For some, it constitutes the majority of their income.

Properly planned, constructed and promoted, your "virtual office" can generate similar results.

If you want to make a lot of money from your site, your first task is to completely buy in to one simple concept:

Let me repeat: if you want to make good money from your site, you must be totally convinced that these two principles can lead to success, and you must be totally committed to implementing both parts of the concept! Most agents who have a Web site want to make money from their sites. The problem is that very few want this enough to really work at it, to make it a priority. Therefore, 85-90% of agents do not make money from their sites.

Merely having a web site is no more a commitment to internet marketing and technology than having a business card is a commitment to print marketing!

If you truly believe in this plan can make you a lot of money and if you totally commit to the concept, you are half way to Web success. Your next task is to decide what kind of site you need. You have three choices:

Each type of site has its advantages. A custom site, one designed to your specifications, will absolutely make you the most money. If you are not at the point where you can afford a good custom site ($3,000 - $8,000 for an effective one) a template site ($200 - $1,000) will do for now, with one caveat: you must customize your template site extensively, i.e. add your own information and inject your "personality" into it. Template sites come with a wealth of information, hundreds of pages, but they are by definition "sterile & generic." They will make you a bit of money out of the box if you publicize them heavily: they will make you much more money if you take the time to personalize and customize each and every page. One drawback is that many search engines recognize these 'canned' web sites as being all nearly identical, and many do not rank well because of this. Database driven web sites will not rank at all (such as REALTOR®.com) or even be indexed in a search engine, because of their structure. What's the point of having a site if nobody can find it? If you don't have the time or inclination to totally customize your site, and are not willing to pay a web designer to do it for you, a canned web site is a little or no value in regards to income generation.

In addition, you are essentially renting your website. Tomorrow, next year, or five years from now, if you decided you no longer wish to pay your monthly charges for your template site, you lose everything except (possibly) your domain name. You don't own the site or the content. You must start over from the beginning.

For an example of the marketing power custom sites can provide, take a look at ISoldThisHouse.com You will find that this agent has posted samples of his dynamic marketing tools, something that surely gives them an edge with sellers who are "interviewing" agents on the Web before contacting the agent.

Just this one example can show you, better than words can say, how customization and innovation can make you money - if you're willing to make the commitment.

If you are going to stop with just the first type of site, by the way - a real estate organization site - you might as well not play the Web marketing game! Such sites should be included in your arsenal of Web sites, but they have not shown themselves to be money makers in and of themselves, with some very rare exceptions. Too many agents I meet have such sites, are not making any money from them and wonder why.

There are several reasons why "real estate organization sites" are, as a rule, ineffective:

If you have bought into this Internet marketing concept, and if you have decided to go with either a template or custom site depending on your budget, you are ready for your third task: deciding on content for your site.

The overriding principle when deciding on site content is this: think like a consumer, not like a real estate agent! Imagine yourself moving to your own community for the first time: what information would you want to know about your area? Imagine that you are ready to buy a home: what information about the process would you want to know before buying? Imagine that you wanted to sell your home: how would you like to see your home displayed on the Web and what information for buyers would you like to see?

This general concept forms the basis for a money making site. If you are looking to improve your own site, here is a suggestion: look at a lot of real estate web sites before committing to a new site or upgrading your current one. Look at each with a note pad in hand and jot down features that would be of value to you if you were a consumer looking at agent sites. Then, get together with me and lets add these successful elements to your site. Don't copy the designs or exact content. Instead, look for content areas you can add to make your own site more effective.

The most important thing to understand: Do not make your site primarily about yourself or your company. People looking for community information or information on homes could care less about you or your company, your market share, your designations, how much property you have sold or what award clubs you belong to, at least at first. Web sites are all about giving consumers relevant and valuable information in a non-threatening manner, information that is important to them. Give them a reason to want to contact you because of the expertise you display on your site. Do make your resume and credentials available; just do not have your site revolve around them.

A final tip to remember about this marketing concept: the primary focus of every aspect of your marketing should be designed to get the consumer to your site! The world has changed, and an overwhelming majority of today's consumers go to the Web when they want to research clothes, cars, books, and more. Today's top agents realize that real estate is no exception. Therefore, they build effective Web sites and see them as their number one prospecting, money-making and time-saving tool. They promote them in every way possible way.