Internet Is The Great Equalizer

THE LEADERS POST - Issue #13 - April 8, 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.


- The Great Equalizer
- Content and Service
- New Content for Sites = Quick Success
- Two New High Performance Home Page Sites
- Agents Online Idea Center
- Tip of the day - 20 Imponderables

Net Success

The Internet is the Great Equalizer! That is something we have
been hearing since day one, and it is true in most cases.

This maxim basically states that, on the internet what is
important is content and service ("what is in it for me?") - not
who you are. On the internet, an individual on a limited budget
can attract as many visitors and do as much business as a major
corporation with a seemingly unlimited budget.

The Great Equalizer Maxim is a bane for all large organizations
and a tremendous opportunity of small companies and individuals.

I was recently asked to help with my real estate organization's
local web site, which has been up an running for about a year
and a half. Many of the 150 or so agents that are paying for
this site out of their Institutional Advertising funds were
unhappy with the site itself and the perceived lack of tangible
results from it.

To be honest, I had looked at the site once when it first came
online a year and a half ago - and never returned for a second
visit. It is doubtful anyone else ever returned for a second
visit either! In the interests of saving those involved some
embarrassment, I am not going to reveal the web address ;-)

This site is a perfect illustration of the "Great Equalizer"
maxim! The site, despite costing several times what an average
agent's site does, and despite having the attraction of
representing the number one real estate organization in the area
with over 30% market share, could not garner much more traffic
than an average agent's site. There was also no record of any
transaction having been generated as a result of the site.

Why? Last issue (
talked about "Brochureware", about sites produced "because our
competition has a site - we need one too", and about the
necessity of a site to be a "must return" kind of site. This
site unfortunately is guilty on all counts!

On the Internet, the fact that you are the number one agent or
the number one company in your market will not earn you much in
the way of visitors or business. Content and service is what
makes a site a "must return" kind of site. Without compelling
content and without services deemed to be a benefit, the
visitor is off to another site and will never return. Without
returning visitors, a site can not generate much traffic and
much business!

Those new to marketing on the Internet see the net as an
advertising medium and their sites as online brochures
("brochureware"). A business web site is better understood as a
branch office - a place of doing business that is always open.
As in any place of business, first and foremost, a customer
wants to be able to receive the information and services they
are looking for. A business has to be prepared to provide that
information and services first - in order to earn the customer's
business for enhanced services - i.e. in real estate, the actual
purchase or sale.

The web site that puts the needs of the customer ahead of the
desire to sell will prosper. Put another way, provide content
and service ahead of just being an online brochure.

This is one of the guiding principals, and one of the reasons
for the success of the High Performance Home Page program! If
you are looking for an effective new web site at a reasonable
cost, check it out at Realtor Website Design

The High Performance Home Page sites are fully personalized and
come with compelling real estate content already provided on
over 30 web pages, plus several fill in forms, and links to
local community information. New content is added on a regular
basis at no charge. Only one site is produced per market area,
so order the site for your area before someone else does!

This week a new page was added to interested Canadian sites (at
no charge)The page addresses the needs
of parents looking for accom modation for their children while
attending school away from home.

One day after the new page was up
a Halifax Realtor already had appointments set
to show homes to a buyer who contacted him from that new page!
By providing the information the visitor was looking for (the
informative web page), and providing the service the visitor was
looking for (emailing listings), he was able to earn the
customer's business!


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
Idea Center in the Newsletter Suggestions Forum.

One of the most popular forums there is the Home Inspection 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!

Happenings At

We are pleased to welcome a new High Performance Home Pages

- The House and Home San Jose Real Estate Page

If you are looking for a new real estate web site, check out
the High Performance Home Page Program at .
The format is proven effective and the bulk of
the content has already been generated and is personalized for
you and your area. This results in a reduced cost to you!

Hurry! There is only one site produced per market area, so
order your area today before someone else does!


Members of the High Performance Home Page program are reminded
to check their private forum for information, search engine
strategies, and add-ons to their site. The forum is located
within the Agents Online Real Estate Idea Center at and can be found at the bottom of
the list of public forums. Once registered at the Idea Center,
send me an email and I will "authorize" you so you can access
the private forum.


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!

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 at - it's free!

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, and the moderators name appears on every
page in their forum. Moderators also have the ability to
schedule the digests for their own forums, and the frequency
will be determined by the traffic in the particular 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

Fred Doleac, Owner/Broker RE/MAX Country Properties in Amherst
NH has become the national
distributor to the real estate industry for the Omnicard. 
It's a miniature CD-Rom Business Card that fits in a wallet and
holds 40MB of information (video, slides, text or a combination
of all) and links directly to the business website.  Contact
Fred for more information. He has some prototypes which he can
send out as well.

Tip Of The Day

20 Imponderables

1 If a man is standing in the middle of the forest speaking and
there is no woman around to hear him - is he still wrong?

2 If a deaf person swears, does his mother wash his hands with

3 If someone with multiple personalities threatens to kill
himself, is it considered a hostage situation?

4 Is there another word for synonym?

5 Isn't it a bit unnerving that doctors call what they do

6 When you open a bag of cotton balls, is the top one meant to
be removed?

7 Where do forest rangers go to "get away from it all?"

8 What do you do when you see an endangered animal eating an
endangered plant?

9 If a parsley farmer is sued, can they garnish his wages?

10 Would a fly without wings be called a walk?

11 Why do they lock gas station bathrooms? Are they afraid
someone will clean them?

12 If a turtle doesn't have a shell, is he homeless or naked?

13 Why don't sheep shrink when it rains?

14 Can vegetarians eat animal crackers?

15 If the police arrest a mime, do they tell him he has the
right to remain silent?

16 How do they get the deer to cross at the road sign?

17 Why do they sterilize needles for lethal injections?

18 Why did kamikaze pilots wear helmets?

19 Is it true that cannibals don't eat clowns because they
taste funny?

20 What was the best thing before sliced bread?

================================================================ is an online community of real estate
professionals dedicated to providing excellent service to
their clients.

This newsletter is Copyright (c) RNC Internet Services, 1999


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