They’re Just Not That Into You... Yet
Unless it’s your grandmother looking at your website and beaming in pride, assume that your audience is not engaged and, at the same time, is too lazy at the same time to go through your lengthy content. Whether it be your bio, or the potentially least popular buyers/sellers guides, your first challenge is to grab their attention.
Blah Blah Blah Blah Blah...
Wordy paragraphs will not be read. Many real estate agents write from their own inside perspective. Unless the audience already has a specific interest in learning a new skill or absorbing information (news or tutorial websites are a good example), articles and paragraphs have very little impact.
First Impressions Matter
A purchasing decision made by a consumer is one of the most impulsive and immediate actions made. The first impression they feel as they land on your website can make or break the deal. If you lose them early on, that’s less exposure on your preciously designed brand. A long & drawn out paragraph is a perfect way to do that.
What’s The Core Message?
- What do you offer? You are a real estate agent. You sell homes. Perhaps you specialize in family homes, or luxury condos, for example.
- Where do you work? For example, West and North Vancouver.
- Who are you and Why should I care? You are an expert in your field and your neighbourhood.
How Do You Get The Message Across?
Denise Brown (Whistler) Sample:
Take Denise Brown, a Whistler Real Estate Agent, as an example. Her core messaging is “I deal with all types of homes in Whistler, BC. I’m a long term resident and Real Estate Agent with experience & local knowledge.”
What the Homepage Says
- Panoramic slideshow of neighbourhood photos (the Where): “Whistler, BC”
- Name and area of expertise (the Who and the Why): “Denise, because she’s an expert”
- Featured listings slideshow with homes/condos/townhomes (the What): “All properties in Whistler”
Below it, we see a very short bio that contains big headings emphasizing her locale and strengths.
VPG Realty Inc. Sample:
Another example is VPG Realty Inc., a Vancouver real estate brokerage with a client-centric approach, shunning the traditional celebritization of the agents with their headshots all over the place. Clients and listings are first in their approach.
What The Homepage Says
- Large, full-width carousel of featured listings (the What): This clearly says, “We sell homes.”
- BOLD tagline about the listing (the Why): This tells the user, “We focus on clients, not ourselves!”
- Large address (the Where): “Eagle Harbour, West Vancouver”
Other Ways to Get the Message Across
- If you must have a longer paragraph for details or for SEO purposes, lead with a big, interesting heading at least.
- A humorous approach is always attention-grabbing – don’t be shy!
- Numbers, stats tend to exude authority.
- 98% Of My Listings Sold In 10 Days
- 8/10 Listing Sold Over Asking
Short and Sweet Is the Key
Always remember that people’s attention spans are increasingly short, while there’s more stimulus from all sorts of media around. Less is more when it comes to capturing the attention of people, and it can be done in a short period of time.