1. New Paradigm for Realtor Personal Websites
What they should NOT be…
What they should be…
Caution: a brutal and frank opinion piece but in the end you be the judge of it’s accuracy.
Do not proceed if you have your own website and “…you can’t handle the truth”
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

2. Cold Hard Facts | Real Estate site rankings
Great…. Zillow, Trulia, Realtor
OK… Front Door, Homes, MSN
Oh hum… Coldwell Banker, Remax etc., any very large Broker site
Not on even remotely on the radar… Small local agencies
You have got to be kidding… any realtor’s personal web site
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

3. Why do people select a specific RE site ?
Zillow Etc… Just magic, don’t ask. People just go there that’s all that counts. You’re not Zillow etc. and you never will be don’t sweat it.
National Broker site… very old folks go there, the Relo company told them to look there, a brokers agent pointed them there.
Local Agency… by accident or the agent pointed them to it.
Realtor’s Personal site… The Realtor stood there with their lap top and typed in the search for the buyer just to impress the buyer.
Why do people select a specific RE site ?
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

4. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
They think it looks like they own all the listings in the US
It’s easy to put search there and actually believe clients expect it
They have no clue, but everybody does it
My web builder told me I had to have it
It was free with the site package
They really want to send people elsewhere to look at listings
How many times do clients actually search on Realtors web site?
Mother to me never to say never so… almost never (really never)
So why do so many Realtor’s Personal sites feature searches on the front page?
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

5. Do people actually go to a Realtor’s Personal site to search for listings?
NOPE…. There is only one real reason they ever go there…
Because they were directly engaged by some means other than an organic Google search for houses. They have come to your site with a clear purpose in mind already set by the direct engagement that drove them there.
So what are they looking for if they get to your site?
They want to see who you are and if they trust you to handle a complex business transaction in an efficient personal manner.
They are searching, some times in vain, to see if they should call you because someone recommended you. They need a reason to trust and possibly make a personal connection.
There is a property that you are selling and you have images or information about that property that “might” not be available other places.
They are looking for information presented by some “direct engagement” that drove them to your site, nothing else. You must present that information on arrival.
You are no longer an information broker… you are a transaction manager.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

6. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
What buyers/sellers are NOT looking for today (might have worked in the past) ps. they never really did
Mortgages
Calculators
Words like “If your looking to Buy or Sell a home…. I can help”
(For Gods sake you’re a Realtor they know that)
Bling
Home decorating ideas or your prowess as an interior decorator
Music
Recommended home improvement contractors
Cat videos
Links to your old radio ads
Personal advice
A rebranded magazine saying you’re the best Realtor around because you paid to be on that list
Huckster shtick
A rebranded magazine chock full of common decorating ideas seen anywhere else in a better format.
Surplus farm produce
A rebranded magazine with your listings in it that has a circulation less than LET’S SAY 4,000 or so.
Distractions of any kind…
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

7. My Big National Broker builds a personal web site for every agent.
Really? How’s that working for ya…
What do people find when they go there? Don’t answer, I’ll tell you:
Ads for every product that you don’t actually sell and your client’s are not buying from you (mortgages, home warrantees, insurance, closing services)
Their Branding
A listing presentation stream that eventually takes people away from your page, your info and your listings.
Distractions
Disclaimers
Gross videos of you that you hate (but they're free)
Then at the end, whatever content you want to add like lists of never ending initials of your certifications that no one understands or cares about except maybe the agency or the certification entity. There is only one designation that really counts… you are a Realtor.
Finally a really nice contact form that contains even more ads.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

8. What role should my Personal Web Site actually play?
It should do one thing and do it well… It must be the landing zone for every marketing effort you ever make or plan to make, for Your Brand or Listings. It becomes the hub of fully integrated marketing efforts of Your Brand and Your Listings. It’s the part of that marketing plan that differentiates you from other agents and it does that simply without distractions.
What role should my Personal Web Site actually play?
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

9. Criteria for effective personal Real Estate sites
Never build it yourself. You are an amateur. It will look like it.
Never use a free hosting service. See above.
Never use a developer with no experience in the Real Estate industry. They do not understand your business.
Don’t use standard Real Estate templates unless you are a broker running a small agency. You will look just like the next person.
Never fill it with distractions or links that take the viewer away from your site unless you know for sure what’s at the end of that link (you tube videos are notorious for embarrassing distracting video suggestions)
Keep it simple. Extra bling distracts it does not focus.
Avoid clichés at all costs “Whether you are buying or selling blah blah blah”
Use current web design standards. If you don’t know what those are that’s the reason for first two lines of this list.
Present listings in a simple effective minimalist manner. People don’t want to read 100 word sentences of all caps they want to see.
It must work on phones, they account for over 50% of views followed by Desktop/laptops and then tablets.
It must be a responsive site to function on the above.
It must be content optimized
It must be tested on multiple browsers and devices
It must be search engine optimized
It should be built with open source tools. Again refer to first two lines.
You must be committed to make the listing entries or have someone do it for you. You can’t get a multi-list feed.
Non listing content on your site must be focused on your business process and preparing the home for sale. It should not be unrelated filler.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

10. Copyright 2017 Frank Gutowski, RealEstateImagingService.com
Now what…
Take a look at local Realtors personal sites. Review them with an eye and thought for what has been presented. If you see the problem…
Do not be overwhelmed
We are here to help
If you don’t see the problem, please go back to the beginning and read again…
Note: this presentation was built without distracting bling or advertisements or pictures of us on the cover of Time Magazine shaking hands with a VIP for a reason.
Copyright 2017 Frank Gutowski, RealEstateImagingService.com

11. RealEstateImagingService.com Frank Gutowski
Don’t be overwhelmed
We’re here to help
Give us a call and we will be happy to go over in more detail how this all works and can benefit you and your business…
RealEstateImagingService.com Frank Gutowski
Copyright 2017 Frank Gutowski, RealEstateImagingService.com