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Each year, more and more consumers go online to look
for homes and search for real estate agents. Smart
real estate marketers know this, so they venture
online themselves, with a personal marketing
website.
But simply having a website is not enough. You must
have an effective website -- one that moves the
visitor toward that all-important goal of contacting
you.
The First (and Only) Law of Web Marketing:
Seems everyone these days has an unsupported opinion
about what does or doesn't work in web marketing.
But the only thing these people can say for certain
is what has or hasn’t worked for them.
A tactic that fails miserably on one website could
succeed wildly on another site. There is testing,
and then there’s conjecture ... the key is to know
the difference.
You never know if something will work until you try
it.
Marketing to the Info Savvy
To understand real estate marketing online, you
first have to understand how consumers have evolved
over recent years. Consumers have become
increasingly skilled at using the Internet as a
research tool. The glut of information we face on a
daily basis has led to a nation of "info savvy"
individuals.
In short, the problem of information overload has
yielded the solution of information savvy. As a
result, new skill sets have emerged.
Skills of the "Info Savvy" Web User:
-
Able to quickly judge the value of a website
-
Able to recognize and assess the information
"hot spots" of a website
-
Able to skim and scan web pages with brutal
efficiency
-
Able to read selectively while ignoring
suspected advertising spots
Don't Underestimate Your Readers
Read enough articles on web writing and you’ll hear
the phrase "short attention span" used to describe
web readers. Nothing could be further from the
truth. A short attention span implies some kind of
mental deficiency, a handicap of sorts.
On the contrary, the average web reader is anything
but handicapped. They don’t suffer from short
attention spans -- they enjoy heightened powers of
selectiveness.
They don’t scan pages because they’re averse to
reading -- they scan pages because they know there’s
a lot of bad websites out there, and they’ve
developed the tools to screen them with great
efficiency.
So if you want your website to engage the reader,
and ideally evoke a response, you must first get the
reader to stop. You must use words, images or a
combination of the two to tell the reader, "Hey,
you’ve found something worth your while. Slow down
for a minute!"
If your website fails in this regard, it fails
entirely.
On a personal marketing website, the obvious goal is
to motivate or persuade the reader. To channel them
toward the desired goal. And speaking of "channels,"
it's about time for an acronym.
SECTO: Stop ... Engage ... Channel ... Tell ...
Offer.
Keep SECTO in mind when building (or having built)
your personal marketing website, especially on those
pages where you’re trying to evoke a response.
SECTO:
-
Stop the reader (perhaps with your headline,
imagery, or a combination of the two).
-
Engage the reader with relevant content that
delivers on the headline’s promise.
-
Channel the reader toward the specific action
you want them to take.
-
Tell the reader how to take that action.
-
Offer the reader an incentive or reward for
taking that action.
Statistics show that 77 percent of buyers use the
Internet at some point during their home search.
With numbers like that, your mission is clear -- you
must have a website to stay competitive.
The question is, what have you done to make your
website more effective than the websites of all your
competitors?
Brandon Cornett has worked as a writer and
advertising manager within the direct mail industry.
He now dedicates his time to helping agents and
brokers improve their
real estate marketing programs. His website
guide and his free newsletter are both available at:
http://www.ArmingYourFarming.com.
Article Source:
http://EzineArticles.com/?expert=Brandon_Cornett
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