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Creating Specialty Sites to Drive Sales: Creative Strategies for the Innovative Real Estate Professional
A presence on the Internet is no longer an option for real estate agents; it's essential for success. Homebuyers increasingly turn to the Internet as a real estate tool. In fact, over 77 percent of buyers use the Internet when house hunting.

Real estate is an extremely competitive industry. This is as true for a realtor's website as any other facet of the business. A simple website isn't enough: your website needs to stand out from the crowd. How does the average realtor accomplish this?

Niche marketing had proven successful for many online businesses, including real estate. Ask yourself:
  • What areas of real estate do I specialize in?
  • Am I primarily a buyer's or a seller's agent?
  • Do I prefer to represent both parties?
  • Do I specialize in selling high-end residences or HUD sponsored homes?
  • Do I deal with single-family residences or condo sales?
By focusing on areas of specialty, real estate websites are more likely to generate leads and attract the type of client who needs a particular real estate agent's skills and specialized knowledge. By implication, this does mean a real estate site may lose the some a percent of the more generalized audience. However, that loss is made up for with potential buyers who are interested in the agent's areas of expertise.

Successful real estate websites are content-based: not only do search engines favor websites with regularly updated, topic-specific content, but website visitors are also more likely to revisit sites with well written, helpful content. A real estate website that includes articles on the home-buying process, links to reputable lending institutions and local real estate news is much more likely to attract leads than a website that focuses solely on realtor contact information and local property listings (although these, too, are essential).

Blogs, regularly updated web journals, are very successful at driving internet traffic. Search engines love blogs because they provide regular updated material and are usually topic specific. A real estate website's blog could include personal observations on the real estate market, recent sales, advice for home buyers or current real estate trends. Although setting up and maintaining a blog requires regular work and time investment, but what method of lead generation doesn't?

RSS feeds add yet another element to real estate websites. An RSS feed, or Really Simple Syndication, allows website visitors to sign up for updated news feeds. An RSS feed allows realtors to maintain contact with leads by informing them of changes in the local market, new listings, blog updates and other pertinent information.

There are, of course, other types of website content that can attract clients to a realtor's website. Including helpful tools such as mortgage calculators or rent vs. buy calculators is fairly standard in the industry's web presence. Consequently, they should be included in any real estate website. Home buying tools, information and specialized content increase the time potential clients spend on a site and increase the likelihood of visitors returning to the site. Ultimately, the more time a potential buyer spends on your site, the greater the possibility that he will prove to be a valuable lead.

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Millions of Web Searches on Real Estate Terms
Real estate searches are among the most popular on the Web, and traffic equal dollars in your pocket — whether you have an active real estate business, or you wish to "park" the domain and collect advertising revenue from your site.

(We offer high-performance parking services: call our domain experts for details at 866-944-8600)

In February 2006 real estate-related Yahoo!® searches included:

• 1,795,889 searches on "real estate"
• 470,029 searches on "real estate agent"
• 90,686 searches on "Florida real estate"
• 61,796 searches on "Las Vegas real estate"

Realtors are capitalizing on this trend through the use of multiple domains, driving traffic to high-yield sites across the Web.

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Fannie Mae CEO expects significant resetting of adjustable rate mortgages over next 24 months.
Daniel Mudd, Fannie Mae's CEO, said in a May interview that he expects that adjustable rate mortgages will be resetting in large numbers over the next two years.

This trend presents real opportunity for real estate, mortgage, and debt consolidation businesses.

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