Gary Woltal's Blog

Today's post is not so much something I have learned in the field of real estate, but rather an open question to established realtors, newly minted realtors, and the reader community. The question is, "What makes a really good realtor web site?" I ask that because I have been a viewer of realtor web sites for many years prior to getting into real estate and have my own opinions on this subject. I come from a technology background and I know technology is a tool to be applied to achieve a result and not to be applied just for technology's sake.

Some links on realtor web sites take you off the realtor's page. Other sites I would describe as information overload. These may require you to register to receive one of a hundred "special reports." These may be termed lead generator sites. Many sites I encounter have numerous broken links. Humorously, some sites seem to have over 50% of their content about non-real estate related topics like weather, local news, etc. Some sites mention a team or "Contact Us", yet you can't find one name, a photo, or even who else is on the team. Maybe the all-powerful Rainmaker Team Leader wants it that way! There is the non-branded stealth web site where it looks like it is a site to get house values for free, but beneath the covers it is connected to a realtor. Unbelievably, some sites do not even display a contact phone number.

They say content is king, but many realtor web sites don't have much content or refresh the content often. Sites that are all about ME, ME, ME and I am #1 are a turnoff. Should a site be more simple rather than designed with information overload? Have you ever encountered very poor color matching like yellow letters on a red background? I would think over time each realtor or realtor team would develop a unique design that made a statement to clients and prospective clients about who they are and how they can take their local expertise and offer it to them.

I think web site design is a work in progress and needs to be very visual.

What design of a realtor web site do you think makes it excellent? If you have example URLs (even your own) let me know.

In real estate circles they say the bulk of buyers today are in that 25 to 49 age segment. If you listen to all the demographic lingo there are the Baby Boomers, the Gen Xers, and now the Gen Y generation. From what I have read, hold on to your hat, because we haven't seen anything yet like this Gen Y generation that is coming along, as far as embracing technology.

You read many posts about some blue haired lady realtor who barely can get someone else to set up a web site for her (because she has to). That begrudging attitude is not going to fly at all with these Gen Y'ers that are coming along.

Rivaling in size to the large baby boomers, Gen Y'ers grew up with iPods, Instant Messaging, high speed internet, DVRs, satellite TV, and now iPhones.  They are supposed to number around 78 million. What does this mean to realtors who don't ADAPT to a new category of buyer and seller? Maybe do something else for a career. Think about it. What if you are asked why you don't have GPS installed in your car or a portable unit. For those acronym-phobic, that's Global Positioning System. It assists with driving directions and location.

Gen Y's are buying houses at a younger stage in life than their parents. That may lead to more work on the loan qualification side. Also called echo boomers they may come to your realtor office with printouts of house values from Zillow, and have already plotted houses they want to see in a neighborhood or 5 mile radius.

The Gen Y generation wants fast response times to email and to see that you are comfortable with technology. If you're not, you won't be able to hide it.

The new 21st century realtor will need to help buyers and sellers process this information overload. They already think they are junior realtors. What a realtor needs to be is the LOCAL EXPERT. That's the value add a realtor has as a professional. Remember, you're the expert not them.

Don't let a Gen Y seller throw you when they insist that you also post their listing on CraigsList. Fake it to you make it, saying oh sure, that will be taken care of. Then find out what CraigsList is. Younger people can have similar age realtors that understand their needs, or older realtors that have learned to adapt to the times. I'm not saying we all have to break down and create a MySpace or Facebook page today. But be a constant learner and stay up with the times. First time homebuyers of any generation will need some hand holding. All of us in the human family want someone we can trust. That's where a great realtor is PRICELESS.

Has anyone had any technology / generational issues working with the Gen Y generation (people in their 20's)?

So often as I talk with prospective For Sale By Owners (FSBOs) they always remind me that they don't need the services of a real estate agent. I ask lots of questions but usually one of my last ones I stole from Dr. Phil. That is, "How's it working for you?" Usually the homeowner naturally wants to save the commission. But when their house is on the market 90, 120, 180 days, maybe selling their house on their own is not as big a priority as they originally thought. There's obviously a disconnect to many in the public of what it takes to sell a house and the value a real estate agent brings to bear. I swear they would rather have their Uncle Fred or their neighbor Suzy sell their house than you.

Since there are an estimated 1.4 million members of the National Association of Realtors (NAR) each REALTOR is going to have their own track record and satisfaction level with their clients. I've heard in general that REALTORs are an unsophisticated bunch and that's where the stigma of not getting the value for the commission paid comes from. So the question is, "What makes a highly valued real estate agent?"

The answer lies in enhanced services. Doing more than is expected. Representing the client with integrity. Remaining calm in the middle of heated negotiations. REALTORs can be looked at as a commodity item when you think of generating Comparative Market Analyses (CMAs), showing houses, entering listings into the MLS, etc. What I think we all want is an advisor that we just can't live without. They have the inside scoop. They know the right people. If they don't have an answer, they go get it, and don't take forever to get back with you. They return your phone calls and emails. They even continue to stay in touch with you after the sale (what a novel idea!). Heck, they might even invite you to a client appreciation party.

Some have suggested for years that the real estate agent like many travel agents will go the way of the Wooly Mammoth and be replaced by the glitz of point and click and the Internet. The flaw in that thinking is forgetting that real estate is LOCAL. Only someone who continues to remain in a local area knows truly what's going on.

Consumers are far more savvy about house values from the web than in years past. They know about many available properties from home searches on the Internet. But what they really need is guidance to bring it all together. Some realty teams promote they are #1 and want to be your REALTOR for life. I think most clients don't want a friend for life. They want RESULTS!!

The unique value proposition of the "invaluable" agent is that they bring all their education and experience together to assist clients in making the best decisions when it comes to real estate. Anything less, and they are among the group of commodity agents that the public sees limited value in.

Does anyone else have thoughts on what makes a highly valuable agent?

It has always fascinated me among Realtors the diversity I see in photograhs that they use on their business cards, for sale signs, and web sites. A handful of Realtors use standard business cards without photos like most industries. But somewhere along the way someone figured they'd associate their name with a photo and put the two together. The world has never been the same. Some insurance agents also apply their photo to the business card.

What took this to the next level was the glamour shot. The fancy pose, the highly styled hair, the cutesy team photo with the Cooper or Hummer vehicle plastered in the background. Is this all really necessary? Does it bring more clients? Does it sell more houses? I would say it is all about remembering someone and establishing a brand.

But what I have found MOST fascinating in my travels today is that for many people (especially Realtors) they look nothing like the picture that is on the card. Maybe this is just the case of "I did that photo thing ten years ago" and got that little item out of the way never to be revisited again.

Do others have any thoughts, strong feelings, or humorous stories along this line?

To not make this entry too dull or about a subject everyone already knows about that I'm not really shedding any light on, I'll leave you with this link. I call it the Celebrity look-a-like site. Speaking of faces, has anyone ever said you look just like a particular celebrity? Upload your photo to this site and see who you resemble:

http://www.myheritage.com/FP/Company/tryFaceRecognition.php

Hey, when it comes down to it we all are BEAUTIFUL people. What do you think? You look MARVELOUS darling.