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Real Estate Marketing Online -- Can Prospects Use Your Website?
Ever visit a website with a specific goal in mind (like buying something), only to leave the site in frustration? If so, you've witnessed how usability can affect a website's ROI -- for better or for worse.
The same is true in real estate marketing. A website that lacks usability will lose potential clients. This applies to franchise sites as well as the personal marketing websites of individual agents. It doesn't matter how much traffic your website gets. If it's hard to use, it will turn people away.
Usability Defined
In online marketing terms, usability is the degree to which visitors can maneuver through a website to achieve their goals. Websites with high usability keep more first-time visitors, earn more repeat visitors, and enjoy a higher ROI -- whether measured by sales, phone calls, downloads or subscriptions.
Usability thrives on simplicity and leads to profitability. So let's look at some ways you can increase the simplicity, usability and profitability of your website.
Determine Your Objective
Start by determining the primary and secondary objectives of your website. Knowing this will help make the site more usable. If you know what you want visitors to do, you can focus your energy on making that task as simple as possible.
Get specific here. Don't say, "I want my site to support my real estate marketing program." That's too vague. How do you want it to support your marketing? By generating phone calls and emails? Then that's your website's primary goal -- to generate phone calls and emails from visitors / prospective clients.
Promote the Primary Objective -- Demote Everything Else
Take a look at your home page. How many items do you have competing for the reader's attention? If the answer is "a half-dozen or more," you have not promoted your primary objective. Instead, you have a handful of objectives competing for attention.
Avoid putting all of your goals onto one page. Segregate them onto separate sections of the site. For instance, maybe the goal of one page is to evoke calls from buyer's about your listings. While the goal of another page is to motivate buyers into signing up for a first-time home-buyer's seminar.
But keep it to one primary goal per page. Your main objective should be the most prominent thing on the page. Everything else on that page should play a supporting, background role.
Use Familiar Structure and Other Web Conventions
Logo in the upper-left corner. Navigation down the left side or across the top. Dark font on a light background. Web users expect certain things to be in certain places, so you should accommodate this assumption. Trying to be unique by putting things where they don't belong is an amateur tactic best avoided.
Having structure similar to the structure of other websites doesn't mean you're unoriginal. It means you respect your readers enough to give them familiar road signs. Differentiate yourself with superior content, not with unique (obscure) navigation.
Use Clear, Concise Language
Reading is hard on a computer screen. So don't make people read any more than they have to. For example, instead of saying, "Use the link below to email me with any questions or comments you might have" ... simply say, "Questions or comments? Email me."
Conclusion
Websites have become a key part of real estate marketing. But simply having a website is not enough. You must have a website that visitors can actually use. Remove the obstacles between your prospects and the actions you want them to take, and they'll be more inclined to take those actions.
About the Author
Brandon Cornett has worked as a web writer and marketing manager for a direct mail company serving real estate agents since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Agent's Guide to Web Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com
posted by Larry Smith @ 8:24 AM
5 comments
5 Comments:
Playing online games can be a very fun activity and it is an activity that people from all around the world enjoy. The information in this article will help you navigate the world of online games without buying a poor game, or one that isn't age-appropriate.
Buying the best ps3 for your gaming preferences can be touch. Think about what you like in a gaming system and find the system that best suits your needs. Research the gaming systems on the Internet. Check out reviews from other gamers, too. Before purchasing a ps3, educate yourself.
Try to limit gaming to no more than a few hours per day maximum. There is no doubt that gaming is addictive, and this has become a real problem for many people. Try to stick to playing online gaming for only a few hours each day. If you're someone who plays long hours, then it's best to take plenty of breaks during the day.
If you have a kid and they get too aggressive when they play too many online games, you may need to put them into some sort of a time out. Give him a 10-minute warming, and then call an end to the game. Suggested activities include exercise or playing outside. This will focus his mind on something less stressful.
These days, lots of games are transmitted online. There are a wide variety of downloadable games available for PCs, consoles, and smartphones. It s convenient, but it may cause you to spend more money than normal. Resist the temptation to make impulse gaming purchases, especially of big-ticket new releases. It is important to learn everything you can about a game prior to purchasing it.
In order to understand and guide your child's use of video games, you must be involved. Spend some time playing the game and watching your child play. Ask them questions to show that you are interested. The best experience to have is a hands-on one!
Today, there are a lot of online games where you may be asked to purchase something with real life currency if you want to get more out of it. Make sure to evaluate these purchases quite carefully. They may not do much to improve your game-playing experience on one hand. While that is true, they may save some time.
Saving is important, even in auto-save games. Until you feel that you know how the game works, this is the best option. Refrain from overwriting your games too often, as this can have its disadvantages. Having more than one save allows you to rewind without starting over.
Make sure you duck and take cover before reloading your weapon. A lot of time people get killed when they are just not controlling their character. Be smart and avoid this. Find cover first, and then reload your weapon.
If possible, try games out before you buy them at your local library. Most public libraries offer video games that can be checked out for free. The library usually has game titles for all different systems, so simply call ahead and see if they have the title you want.
Figure out how to operate the safety and parental controls of any gaming system that comes into your home. You can likely make adjustments that keep kids from viewing mature content. Some allow each gaming profile to be customized separately, allowing adults to enjoy games not meant for younger audiences.
You will find playing online gaming to be quite fascinating and enjoyable. These games can increase your speed, increase your brainpower, or simply help you escape stress for a while. Take you game higher with the great advice in the article above.
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