Broker Internet Marketing: Give the People What They Want

by Steven Colberg | 0 comments | Posted Tue, 2012-02-14 10:40

One of your key marketing tools is your website. It’s a good idea from time to time to take stock of the content and design of your website to be sure your marketing message is being delivered effectively. Your website serves multiple audiences – are you speaking to each of them?

What does everyone want? Up-to-date information presented in an easy to find format. Nobody likes to endlessly click on a website to find the information they need. Does your site have an easy to navigate menu system? When was the last time you added content to the site? I know that everyone hates to sit down and write content for the website. Be creative, sometimes all you need to do is provide a couple of introductory sentences and a link to a related article on the web.

What do potential clients want? Stop and think for a second… Why do your potential clients visit Broker websites? Most are shopping for a home in your area. Your website should make that easy. Most don’t. Clients want with local experts, be sure that your website demonstrates local expertise. Simple things like reports on current housing trends can set your brokerage apart. In a later article I’ll help you to find great sources of free content for your site.

What do Agents want? Many brokers fail to realize the power of a well designed website to attract and retain high performing agents. Agents want to be sure their properties are well represented on the broker website. Give some thought to how featured listings are chosen; are you spreading the marketing wealth among the troops? Everyone one loves public recognition - what better cheaper means do you have than the website? Recognizing top performers on the website is good for morale and a subtle recruiting tool. Good agents shop for a brokerage to work for - just like clients shop for houses.

What do search engines want? Unfortunately everything I’ve talked about in this post is irrelevant if your site does not appear at the top of the search engine listings. The good news is that the search engines look for the same things as clients and agents. Fresh quality content is king. Frequently updated content signals the search engine that your site is properly maintained. Ease of navigation guarantees that the content spiders can find more of you website to include in the search engine catalog.

I hope you like my first blog post here at BrokerCafé. I’ll be posting on web marketing related topics from time to time. I’ll provide tips and suggestions to make you the Dominant web presence in your market.

About Steven Colberg

Managing partner of The Singularity Group, Steve specializes in web marketing strategies for Internet verticals. With more than ten years experience in internet lead generation in the insurance and mortgage verticals, Steve brings a wealth of guerilla marketing techniques to the table. While managing over a hundred websites he developed many strategies to maximize website ROI that can be applied to any marketing vertical. Search engine management, link building, on page optimization and content strategies are area that will be explored in his blogs posts.

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