Interesting question...
We live in the information age, and people crave information. And they want it fast. The reason they want that information is so that they can make informed decisions and not look like an ass when it comes time to discuss a purchase.
Before you head down to your local Best Buy or Circuit City for that new TV or stereo, I would bet that you spend time reading magazines or searching the internet for reviews and tech information that will make you more comfortable with your purchase.
The same holds true for people purchasing real estate, especially those relocating to a new city. Sure, they want to search real estate listings for their dream home. But they also want to know what it's like to live, work, and play in those communities. If they have kids they probably also want to know about the school system.
They could go to Realtor.com, look at some listings, and get some statistics. They could also look at other sites and get more stats. But it's hard to get a feel for the community. With your web site you can convey that message.
Take a look at one of my client sites and her page for
Colleton River Plantation. Not only does she describe the community (using her own words and not the stock community blurb), but she also provides her own personal insight of the community.
Now take a look at one of her
Colleton River real estate listings. She doesn't just put in a property description, she provides a complete narrative on the property.
Now tell me, if you were looking for property in Colleton River which would get you to take action and call the Realtor - that listing on her site or the same property listed on Realtor.com?
When properly utilized, your site can evoke the emotions in a prospective buyer that will get that person to take action and contact the agent (just wait until you see the re-design of her site I am launching!).
Of course, the best way to get people to your site is by top spots in PPC or organic rankings. But don't forget about using your print media effectively to bring people to your site. I actually blogged about
Effective Real Estate Print Media on my Active Rain blog.
When your site is set up correctly (target a specific buyer demographic and funnel users to call to action points) it helps build the bonds of trust between you and the prospective buyer. There are reasons
why most real estate web sites fail - don't fall into that trap.
Let's be realistic - the average real estate agent has a ton of down time, especially in todays market. Most people that work for themselves don't have the discipline to be productive when things slow down. But if you spend 15 minutes a day blogging or developing meaningful content for your web site you will provide a richer experience for your web site visitors.
The overwhelming majority of people distrust real estate agents and don't really care who the agent is (until something goes wrong!). To them, agents are a dime a dozen. But if your web site concentrates on what is important to the buyer you will start to build a bond of trust with that potential client - and that leads to more quality inquiries that you can turn into leads and sales.
Your web site is not a billboard for your personal and professional achievements. It is a marketing tool aimed at your ideal buyer client.