8 Mistakes Agents Make With Their Websites

I’ve evaluated hundreds of agents’ websites over the last few years and I find that often, agents make the same mistakes. They buy a cheap, cookie-cutter website, add a handful of listings and some generic content, and then sit back and wait for the leads to pour in. When they don’t, they write off the web as yet another marketing tool that doesn’t work for them.

What’s the problem? Most agents know they need a website so they jump the gun. Rather than taking time to plan what requirements their website will have, they take a Ready… Fire… Aim approach. There are no shortage of web design companies who charge $29.95 per month for a website you can have up and running in five minutes. Yet after a few months, you start to realize that you get what you pay for. Your site can’t be modified in the ways you need it to be. It has the exact same content as thousands of other sites on the web. There’s no way to successfully generate leads from the site. And it does nothing to differentiate you from other agents.

Where do most agents go wrong? Here are the top problem areas I’ve found.

1. No Target Audience - Most agents websites seem to say “I’ll help anyone, anywhere, anytime.” They try to speak to everyone, and end up speaking to no one. Categories like “Buyers” or “Sellers” are NOT target audiences. They are much too vague and therefore are meaningless.
   
   

   For example, if you are looking to target buyers, narrow it down. Are you looking for first time buyers? Condo buyers? Move up buyers? Retirement buyers? Then drill down even more. For first time buyers, look at specific apartment complexes where their monthly rent is about what they could pay for a mortgage. Design your site to speak directly to them.
   
   

2. Poor Navigation - Many real estate agents never take the time to develop a sensible site structure. The worst are sites that provide a link to every page on their website on the top or left side. There doesn’t seem to be any rhyme or reason to why the links are in such places, and navigating is a chore that requires me to read every link on the page to determine which I should choose.
   
   

   Web visitors are picky and if they can’t find what they want in a few seconds, they’ll leave. They won’t stay and try to figure out how to use your site. They don’t care, and there are many other easier to use choices.
   
   

3. Errors - A website can look fantastic, but if your prospect clicks on your links and is taken to a error page that says “Page Not Found” or is redirected to another site entirely, it reflects poorly on you. Errors frustrate web visitors. They’ve taken the time to click on a link. Now, they expect to see content relevant to that link. If they don’t, they assume you don’t update your website or don’t care that something is wrong with your site.
   
   
4. Too Focused on the Agent - Websites that focus on how the agent is #1 in their area and have their picture all over the front page are simply a waste of money. When people hear phrases like “the #1 agent in XYZ County” they are immediately skeptical. Don’t hype yourself up. If you can’t prove it, don’t say it. And if you can prove it, list the third party source that backs up your claim.
   
   

   Instead, make your website client focused. If your ideal prospect visits your website, what do they want to know? How can you help them find it? Focus on your visitors, not yourself. Use your knowledge of and experience in real estate to demonstrate why you are the one they should work with.
   
   

5. No Information About The Agent - While your website should be focused on your prospects’ top concerns, you still need to provide information about who you are and why you work in real estate. The goal of your site isn’t just to disseminate information. It’s to build rapport and credibility. If you remain anonymous or don’t show much of your personality, your prospects can’t get to know you.
   
   

   People buy from those whom they like. A sterile website with a “just the facts, ma’am” approach isn’t going to convince them that you’re the agent they should contact. Yes, they want a knowledgeable professional, but they also want to know that you’re not going to be a pushy salesperson who cares more about your commission than their wellbeing.
   
   

6. Hard To Read Text - People don’t read websites the same way they read print materials. On the web, people scan. If you have large blocks of text, use industry jargon, or write in long, wordy sentences, your readers will skip over them. If you use fonts that are too small, are multicolored, or are ALL CAPS, your readers will skip over them.
   
   

   Web visitors want quick access to information that will help them achieve their goals or aid them in their research. Don’t expect them to take the time to figure out what you mean. Say it clearly and get to your point quickly.
   
   

7. Poor Lead Generation Tactics - Often, agents include a “free market evaluation” as their way to get in the door. They think that as long as they can see the home and make contact with the prospect, they can close the deal. That may be so, but often, prospects aren’t willing to make such a jump from knowing little about you to inviting you to their home. It can be intimidating, especially if they expect you to “sell” to them.
   
   
8. No Community Information - Most agents include a few links, but there’s nothing that talks about what living in the community is like. What are the good points? Why would I - as a first time buyer, a move up buyer, a retirement buyer, or any other buyer - want to live in this community?
   
   

   According to NAR’s 2002 Profile of Home Buyers and Sellers, after listings, people are most interested in the neighborhood. You can use your website to show pictures, local news and events, and other community information that captures why this neighborhood is a great place to live.