Publishers Blog: Your website, your shop window.

AGENT WEBSITES:

Nat Daniels:
Last time I spoke to Trebor, our pet corporate agency grandee with a nose for the web and wine, he was on his boat fishing for Mackerel off St Ives.  I managed to upset him somewhat by asking about Property Live, and since then I’ve been apologising and asking him if he’d consider coming back.
In the end we cracked it with a bottle of St Emillion.  Everybody has a weak spot.
I asked if we could pin him down in slightly more relaxed circumstances, where we could hear each other speak, and this week we caught him at home in his drawing room.

Nat Daniels:
Trebor, are you well?

Trebor South:
Thanks for the wine Nat, really very full bodied.  Just like Elizabeth.  How can I help?

Nat Daniels:
The last couple of weeks we’ve talked about portal wars, and portal business models, and agency marketing.  You advocated Google adwords and agent’s own websites as part of that marketing discussion.  That surprised me in a way, but made me think, perhaps we could chat about websites?
So, agent’s own websites - there are a lot of good ones, and er, not so good ones. What do you think is the most important thing they need to be thinking about to attract new business?

Trebor South:
The trouble with an agency building a website, is that for the most part, the member of staff commissioning the site, often the owner-manager, very rarely has any experience in building a website.  Maybe they did it 3 years ago.
They've very good at selling or renting houses as they do it all day long, but they simply don't have the experience to divine what is or what is not important when it comes to good web design.
Worse, they're out there swimming in a sea of sharks, all eager to take their money and design them anything they want.  The flashier the better.
There are some great agencies of course, who will give well guided advice.  And at the very top end, there are agencies who can build you a fantastically usable site, with great flashy design too - but that's the exception, not the rule, and typically it is very expensive.
And worse still, they're blissfully unaware of what they don't know.  This results in the mess of agent's websites out there.

Nat Daniels:
In what way?

Trebor South:
Many are flashy emporiums to the brand, woefully missing the usability basics which the end punter is looking for.  New World wines if you will.

Nat Daniels:
Our friends at Resource Techniques tell us what goes into a good site but what do you think goes into a good vintage, I mean website?

Trebor South:

The important steps in the process of building a site are:
(1)    Understand WHY customers are coming to your site
(2)    Understand HOW customers want to access that content
(3)    Then try and look good in the process if you can
But do it in that order - not the other way around.

Nat Daniels:
Go on.

Trebor South:
Well, the good news, is that, for the most part, as much as we like to think we are all unique, the core needs for most agents sites are pretty standard....
Simple, clear navigation
Simple, accessible technology - nothing flashy (and certainly no actual "flash" - the technology itself - unless you really know what you are doing)
Working in all browsers
Serving up nice and fast, unlike my Bordeaux here.

Nat Daniels:
Can you give us an example?  Of what you mean by analysing WHY customers are coming to your site?

Trebor South:
Sure.  Probably 50% of all your visitors are coming to your site for your phone number...
Using the web as a telephone directory.  It's obvious as soon as you say this, I mean, how often do you do this yourself, right?  But given this, it's staggering how few agents display their phone number cleanly, above the fold of their website!
Then clearly there is the segment of your customers looking for a flat or house.
Those customers want to find your site, they don’t want to have to think too hard, and I'm afraid for the most part they don't really love your brand or want to pay homage to it in some design temple.
They want to run a simple clear search for properties you have on offer.
They'd like clear photos, a map, maybe a Google streetview too.
They want an easy way to register interest, and a phone number to call about that property straight away.

Nat Daniels:
I see, and what about Vendors?

Trebor South:
Exactly.  You’re wise for someone so young Nat.
A much smaller, but VERY IMPORTANT, segment of your visitors are potential landlords or vendors. 
Whilst not high traffic, this is our lifeblood.  So make sure you have a clearly labelled page.  No clever "Moving on" type wording, just "Selling your home?".
Keep the page simple.
Explain in plain English what you stand for, be honest, make the most of what differences you have, your personal service, your knowledge of the area, you database of applicants (you do have a database, right?), your ability to attract the best prices for sellers, your straightforward approach to dealing, whatever it is, hopefully your great website!  You get the picture.
Then be sure to offer a free valuation, and make it dead easy to register interest, online, or by phone, there and then, on the page.
Keep it short, and clear.  They want to sell their house, not read about your family history.
Go and look at your own site agents – assess it on these criteria.

Nat Daniels:
Ok thanks Trebor (is that your real name by the way?).

Trebor South:
What?  Of course it's my real name.
You know me Nat, dishing out the craic, always happy to serve.

Nat Daniels:
Have you been drinking?  I’d like to chat to you about Search Engine Optimisation for agents, and about getting links to their sites, but I fear you’re not as lucid as usual?

Trebor South:
I’m just cracking open the second bottle.  That really was most kind.
Building up stream links, hic, is the key to SEO, once you have the basics of your site sorted by a good agency.  There seems to be an emerging trends for portals to link at agents own websites.  It’s very early, but carries some interesting possibilities for agents where they can get those links.
I think the link will be the next lead.  But don’t want to get too philosophical on you.

Nat Daniels:
No, don’t.  Let’s wrap up.
Finally, did Marks & Spencer back the wrong horse in Walcott now he didn’t make the squad?

Trebor South:
My son’s mate David has a word or two to say on that subject.  Shame about his ideology and choice of team.

Nat Daniels:
Your good health.

Trebor South:
Cheers.