Online Brochure Or Effective Realtor Website

THE LEADERS POST - Issue #12 - March 25, 1999

By: Doug Towes, Editor

About the Leaders Post

The Leaders Post is the newsletter for real estate
professionals committed to Net Success - from, an
online community of real estate professionals dedicated to
providing excellent service to their clients. If you prefer the
online version, the current issue as well as previous issues can be viewed by clicking
Internet Marketing Tips For Real Estate Agents

You may pass this newsletter on to others, as long as it is sent
in it's entirety.


- Brochureware V.S. effective web site
- Impressed or what!
- Personal domain names - are they necessary?
- New Forum Digests - subscribe now!
- Search engines sending lottsa visitors!
- Increase your business from the web
- Increase your conventional business
- Tip of the day

Net Success

I have read several good articles in national print media lately
that were targeted towards businesses who were considering a web
site for the first time or were unhappy with their present site.
For any business to thrive in the future, an effective web site
was deemed essential. The same likely holds true for real estate

The articles talked about many of the same things that this
newsletter has dealt with in past issues, and introduced me to a
new term - "brochureware".

Brochureware is the name coined for the "old" 1996 style static
web sites that are designed because "our competitors have a web
site - we've got to have one too!"

Brochure-like web sites comprise the vast majority of real estate
agent's web sites as well. Perhaps it is because that is what our
companies, boards, and associations recommend, and the average
agent trusts that they know best.

Now that business has been on the web for a few years the secrets
to an effective web site have been largely determined, and if you
are have "brochureware" instead of an effective web site you now
know why are not getting much of a return for your internet

Just because something works well in other media, it doesn't mean
it will work well on the internet. You need something on the web
that is of tremendous value to the people you are trying to
attract. A site has to give visitors a reason to return and must
take advantage of the internet's interactivity and it's real time

To be effective, a site must be "information rich". That does not
mean trying to be all things to all people! It means providing
specific information targeted to your prospective clients. Ask
yourself - "Who are my clients? What do they want/need to know?"
The answers will determine the content of your site.

The High Performance Home Pages on were designed
with all these things in mind right from the start. That is why
they work so well! Here is a note I received a few days ago from
one of our members, Dennis Philps of Edmonton Alberta

"I sold a $195000 home--inquiry came to me Friday noon; 48 hours
later the out-of-town buyer had a deal pending!  She was highly
impressed with my webpage (Kudos to you!).  I wrote another offer
last night from the site and am working with several others at
the same time.  Am I impressed, or what?!!!"

If you are unhappy with the results from your present web site or
are considering your first web site, check out the best web site
value available (a fraction of the cost of similar sites!) at
Real Estate Website Design

Join our Exclusive High Performance Home Page Program - Just ONE
web site is produced for each market area! Hurry before someone
else takes the opportunity for your area! Proven effective and
reasonable cost.


Is my own domain name really necessary? It seems everyone is
saying so nowadays. I think it is important to really understand
the reasons behind all the talk.

What they are really saying first and foremost is that it is
important to not have a domain name that is "half a mile long" -
like the type you get with most free web space such as Geocities
or services such as Compuserve.

They are also saying that free web space doesn't really give a
prospective customer much confidence that you are seriously worth
considering if you do not take your business seriously enough to
invest in a proper web site.

To apply that to real estate, having your own domain name does
not have to mean "", but can also mean for example

In fact, the latter can actually be more effective because, like
the "Wizard Of Oz", it presents the viewer with the illusion of a
larger entity - not "just an agents site". It is short enough and
easy to remember, and it also doesn't cost you extra!

What works for you? Your suggestions and submissions are
gratefully accepted, and if used you will receive credit along
with a link to your web site or (e mail address if you don't have
a web site yet.) Send submissions to -
suggestions may also be left at the Agents Online Real Estate Forum

Happenings At

The Agents Online Real Estate Idea Center has been upgraded
again! One of the new additions is the ability to subscribe to a
forum digest of any or all forums.

If you subscribe to a forum digest, you will receive periodic
emails detailing posts to that forum over a given period of time.
It is a great way to keep up with what is happening without
having to actually visit to check for new posts!

Moderators have the ability to schedule the digests for their own
forums, and the frequency will be determined by the traffic in
the particular forum.


A check of the Agents Online Real Estate Idea Center server logs
for the last week or so reveal a surprising amount of traffic
considering that there have been few new postings. Visitors have
been voraciously reading the postings and have likely gone on to
visit the contributing agent's web sites - since many visitors
actually found the Idea Center when searching for real estate
services in various cities.

Visitors were sent from no less than sixteen different search
engines - including all of the "biggies", and were searching for
real estate related topics and also real estate services in a
dozen different cities! If your city wasn't one of them - it is
because no agents from your city are posting messages. That means
if you start contributing - you will have no competition for the
visitor's attention!

Contributing by posting messages in the Agents Online Real Estate
Idea Center is a great way to increase your exposure - and your
business! Join us at - it's free!

One of the most popular forums there is the Buyer-Broker Representation forum. There are
always lots of interesting and informative discussions going on with a minimum
of spam and solicitations to wade through - check it out!

We still need moderators for a couple of the forums, so if you
are interested let me know at and I
will set it up.

Moderators have the ability to post announcements, edit and
remove messages, send out digests, and are notified by email each
time someone posts to their forum. They are often viewed as a
leader and/or expert in their forum. As well, the moderators name
appears on every page in their forum.

There is now a colorful new logo suitable for members to place on
their web sites and linking to the Idea Center. The logo is just
6kb, and a transparent gif, so it will work whatever your page
background. Have a look at
, where you can see the logo and cut and paste the code for

This And That

This terrific tip for increasing your conventional real
estate business is from Carolyne Lederer of Brampton Ontario

Carolyne is an amazing real estate resource, and really should
write a book some day!

Carolyne generously emailed this tip to another agent who was
looking for advice on increasing her business, and it was passed
along to me. Carolyne kindly gave me permission to share it with
you. The prices in the tip reflect that agents market area....

"Here's my pearl for the day -

Just do up a regular sheet of paper - only 500 at a time. Get a
kid to deliver them or post them, mass market style.

Say something like 50 homes have sold in your subdivision since
the New Year, in a price range 50k-90k.

There are currently six on the market between 49k and 84k. With
such a small number of listings, and so many buyers, you can
understand why we need more listings.

If you are even thinking of selling any time in '99, or you even
know someone who is, kindly call me or pass my number to that
person. Tell them to let me know it was you who passed along my
name, so that I may personally thank you for you kindness.

I really need your help at this time, because of the change in
market conditions.

If you can help - here is the number (numbers) where you can
reach me. I would be pleased to meet with you at your

For competent, confidential service, call (agent name) at:--

Hope this helps. The keyword in this note is the word "BECAUSE"
--- surveys tell us people cannot resist helping someone who uses
that word......

Hope it works for you - you must repeat this exercise in three
different farm areas, choosing three different price ranges.

Then you move buyers from the low to the middle, and the middle
to the high. Research your local MLS system, to see where the
most mobility happens. How many sales in each quadrant of the
year, and just before that time frame, get your papers out. You
can even do it monthly in the beginning, so people learn to
recall your name when they think of a real estate need to be

Don't forget to include an "invitation" for a free market
analysis on your page, to get yourself invited to their home. I
tell homeowners that they need this information to also keep
their home insurance current, in an upturning market condition.

I built my farm mail from 500 to 5000, gradually, over the years.
It all started with that simple piece of paper, and grew to a
shiny paper sheet 11 x 17", folded once, making it 4 pages, 8 1/2
x 11" - in four colour process printing. I produced that with
large lifelike colour photos of my listings (3 to a page), most
of which were marked SOLD. In some areas that is considered
vanity advertising, and is much frowned upon. Did I care? Of
course, but I kept on doing it and it contributed to making me
one of the top 50 agents in all of Canada, while some of my
colleagues were busy counting up my pay cheques while frowning
over my success."

Tip Of The Day

Obstacles are those frightful things you see when you take your
eyes off the goal. - Henry Ford

What you think about you talk about and what you talk about you
bring about. - Unknown

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professionals dedicated to providing excellent service to
their clients.

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