The Web has transformed how people buy and sell homes. Gone are the endless afternoons of driving neighborhoods and touring properties. Now, buyers conduct the vast majority of their initial search efforts online. If you are a Realtor®, it is critical that you establish a strong Web presence, providing both sellers and buyers the information and the functionality they need to accomplish their goals. And if you can do it well, you will be able to achieve your own goals-more sales, more listings, more success!

Here are five tips to help you establish a strong Web presence:

1.       Promote yourself and your niche. When buyers and sellers turn to the Web in search of an Agent, one of the first things they will do is decide if you are the right Agent for them. They will want to see what you look like, so post a PROFESSIONAL photo of yourself. They will want to see how active you are in the market, so be sure you have a way to showcase your listings. They will want to see if the homes you sell match their price range. Are you upscale? Or, focused on townhomes and condos? Be sure it's clear who you are and what you do-this is your first impression, so make it a good one!

2.       Provide access to a searchable property database. There are many property database products available that you can incorporate into your Web site. For example, you can subscribe to services offered by the MRIS, as well as by Homesdatabase.com. Before you select a tool, spend some time using it yourself. While it does not need to be fancy, it does need to be easy to use, offer detailed listing information with photos, and provide full search capabilities.

3.       Post your listings. Just as you need to offer access to a searchable property database, you also need a way to promote your own listings. Again, there are many different tools available. Look for one that will showcase your homes nicely, with descriptions and the ability to upload multiple photos. Many services offer bells and whistles, including property mapping, virtual tours, email blast and contact management capabilities. Before you subscribe to a service, however, be sure it is easy for you to create and update your listings.

4.       Create unique pages for sellers and buyers. Establishing a strong presence online requires you to meet the specific needs of visitors. Sellers and buyers will be looking for different things when they visit your site. Sellers want reassurance that you can, above all, help them sell their home. Post information related to sales: how to stage a home so that its best features can shine; how to price the home properly; and other details that sellers need to be aware of when attempting to sell their home You should also highlight any special awards, credentials, professional designations or recognition you have received within your agency, brokerage firm, or the industry. Your Web site page for buyers, on the other hand, should include information about different neighborhoods, schools, and communities. Help buyers understand the area and envision themselves living in a community. This will attract them to you and the information you are able to provide them. On each of the respective pages, you should include the appropriate link to your personal listings page, as well as to the page where they may search for all properties available on the market.

5.       Make it easy for buyers and sellers to contact you.  A "Contact Me" page is critical in order to convert visitors into clients. This may be as simple as placing contact information (phone number and email address) on the site, or using a form for a user to send you an inquiry email. If you use a software tool, service, or platform to support this type of functionality, consider exploring one that also offers relationship management capabilities. These types of features allow you to be notified when it's Client Smith's birthday, so you can send a birthday card; or, enable you to send email blasts each time you have a new listing.

These are the core basics of establishing a Web presence. Once your site is up and running, you will need to keep it up-to-date, add fresh content, monitor traffic, and analyze your results. All of these activities will enable you to create a Web site that has the power to serve as your "face" before you are able to meet potential prospects, as well as become your strongest selling tool.  Your Web site has the power to help you attract more buyers and sellers and, ultimately, attend more closings!

Interviewee: Tracy Ventura

About the Interviewee: Tracy Ventura is a licenced Realtor® in the State of Virginia, working with Jobin Realty in Culpeper VA and serving North and Central VA.