What’s Your CQ? (Credibility Quotient)
Your clients and potential clients are looking for a Realtor with credibility. And the first place they are looking is on your web site. If you were looking at you, how would you rate your web site’s credibility quotient? If you want your potential client to stick around (or better still, fill out that contact form) you better make a good impression and you better do it fast.
It starts with your site’s visual impression but that’s only the beginning. There’s still so much to be done after that. Here are four action items you need to implement immediately to give you and your web site a credibility upgrade.
- Make it human
- Make it current
- Make it easy
- Make it professional
1. How to make it human. Pretend you’re having a one-on-one with your client over a cup of coffee. Share personal details that help your readers get to know you. Let them know that the two of you have a lot in common. Use your own picture and make it a good, professional shot (avoid smart phone selfies, please).
Help your potential clients understand your service mentality. Use words and pictures that let them experience what it would be like to do business with you. Videos are one of the most powerful ways to show people who you are. And these days they are extremely easy to add to your site. Most of your visitors are probably visually oriented. And a good picture (or video) can still say a thousand words.
2. How to make it current. People can tell when your site hasn’t changed for months on end. It’s a clear sign somebody’s not paying attention. And if you use Google Analytics or some other form of traffic tracking, they will be the first to let you know that you’re not attracting anyone’s attention.
Current research tells us that as many as 85% of potential homebuyers start their search on the Internet. If you want your visitors to stick around long enough to consider doing business with you, then you must give them a good reason. Your great content may get them to come back once. But if they continue to see the same featured listing and the same local weather report, they won’t pay you a return visit. The only place reruns are popular is on late night TV.
One way to keep really current is to run a blog in conjunction with your web site. It’s the easiest and best way to keep in touch with your audience. It doesn’t take long to post simple updates on what’s happening in your neighborhood and it’s a great way to feature the hyper-local content that makes your potential clients feel at home.
3. How to make it easy. Make sure your site’s navigation is simple and logical, and keep it consistent. Navigation that changes from page to page is a big no-no. Links to other pages on your site and to other sites should be available with one simple mouse click.
Make your home page scannable. Many people skim the page before they decide to actually read it. Hold on to the “skimmers” with lots of headlines, subheads and bolded text to highlight your key messages. Clients should be able to see “what’s in it for them” in a matter of seconds.
Skip the fancy stuff and keep your typestyle easy to read and large enough so people don’t have to squint. (Some of your potential clients may be seniors, after all.) Your color scheme should be consistent with your company’s brand as well as your own, and should have two or three colors at most.
Reading text online is much harder than reading out of a book so use short sentences, short paragraphs and break your copy up with numbered or bulleted lists. Avoid real estate industry acronyms and jargon that the typical reader won’t understand. And remember, nothing destroys credibility faster than misspelled words and awkward sentences.
4. How to make it professional. Brand messaging is not just a marketing buzz word. It’s critical for you to keep your message consistent and to put your best foot forward in all your client communication. Moreover, time is a crucial factor for you. You’ve got to deliver your message quickly because your reader’s time is limited. In the online world, potential clients can form opinions and make judgments within seconds. It’s very easy for them to hit the back button or click onto another Realtor’s website.
If you’re thinking there’s no way you can accomplish all that and still sell a few homes this month, we have a solution for you. It’s called Winning Agent Pro, and it’s an easy, cost-effective way to build your own personal brand and look great in the process. Winning Agent Pro is perfect for showing off your personality, your community, and your real estate listings. Take a test drive here and put yourself in the picture.
For today’s tech-savvy home buyer, websites are one more way potential clients will judge you and your company. If you have a website that does builds credibility and reputation in the eyes of your potential clients, you’ll be putting yourself into the top 1% of your profession.
So what are you waiting for? Let’s get started!