I got to thinking after responding to a post, and I thought I would expand upon that and write a whole new post.
Gayle Rogers points out the drawbacks of a company website for real estate practitioners in her post Websites that Your Company Provides. She outlines her experience with building the SEO and traffic for a site, only to abandon it when she changed brokers. I think that many of us have been there. I know that I was. This was my reply:
There is a path, and a few of the stops along the path are:
- company branded site and email (www.LBailey.C21nwr.com and LBailey@c21nwr.com)
- Personally branded, but company templated site (www.LaneGetsResults.com and LBailey@C21nwr.com)
- Our name as a domain (www.LaneBailey.com and Lane@LaneBailey.com)
- Separate domain which would be more directed towards our niche, and could be sold upon retirement (www.GarageHomesUSA.com and Lane@LaneBailey.com)
>>Please note, in the actual comment, all of the links were dead to make sure that no one could say I was just self promoting<<
It seems that these are the steps most of us go through in order to get to the final goal, a site that resonates well with out consumers, and can be a stand alone business when we decide not to be in it any more.
So, what could I add?
Every broker that tries to recruit me tells me about their fabulous website, and all of the cool things that are going to happen as soon as I join their firm. Most will even give me a FREE site, much like the first example. But, if I were to leave, the traffic that I generate with my marketing (postcards, business cards, ads, etc.) will all go to the brokerage. The site is also LOADED with the broker's branding. So, in effect they are giving me a free site and I am building their brand.
On to the second example. I thought the first address was clunky, and it was. So, like many agents, I transitioned to a catchy name. But, I didn't actually change the site. So, I am still building my broker's brand as much as my own (if not more). But, at least now I own the domain name and can take it with me. However, because of the platform, I couldn't have the domain in my email address.
Iteration three. I bought my name. I will never let it go, because I think that in this business I need to own my name. I can use it for my email, and there are a tremendous number of benefits that come with owning a domain that includes mail. I use disposable and trackable email addresses (ePro folks will understand this.. but I haven't taken the course). There are also ways to use third level domains and other tweaks (955Juniper2324.LaneBailey.com is a third level domain). This is where many agents settle, and there is nothing wrong with that. It is a nice place to retire.
But then there is number four. I didn't understand this, even though I read Millionaire Real Estate Agent. But, if I ever want to pass the business along, or sell it, it is MUCH more marketable if the domain and the business aren't quite as tied to me. So, concentrating on my niche, I came up with a name that would mean more to clients. My name (even though I like it) doesn't mean anything more to them than what I provide. So, if I pass this along to my kids, or sell it outright, the business can survive without people asking who I am.
My advice to rookies is to just start out with the fourth one. Get the third if you can, but if you can't you'll be ok. Tie your website to your business, not to yourself.
Unless otherwise noted, all content of this blog is the property of Lane Bailey, ©2012 Lane Bailey.
I'd love to hear from you...
I disagree, and feel we are very much missing the mark when it comes to websites. You seem to be speaking of 2 very separate things and there seems to be this "leaning" towards association with a broker but not tied to them. Once that relationship is entered into, it is very much complimenatry to each other. I've heard plenty of arguments about "branding", but the fact remains the broker is the brand. The agent will develop a reputation, but not the brand.
So what are websites in non-web-based businesses such as ours? They are an extension of our office for the Broker and the Desk for the Realtor/Agent. So in terms of the domain name for the broker, yes it should not be the owners name but a company name easily passed along. In regards to the agent's domain name, I choose my name and think that is the best "extension" of my desk.
In regards to SEO, don't get me started because no one yet has supplied any viable data to support ROI . . . and that's the important thing.
Ray - I am starting to view the web in a similar way as real property (meaning real estate). We need to stake out our claims and make our businesses attractive on the web.
Kathy - The thing to keep in mind is that we are affiliated with our brokers, not employed by them. I really like the brokerage I am with (no plans to leave), but at the same time, if they closed or something else were to happen, I would hate to have to start all over. For many other agents, the broker they work with is actually a competitor. So, in that case, branding the company is actually the same as branding the competition.
The next point revolves more tightly around branding of the agent. The public sees us as largely interchangeable. In the eyes of many, you are no different than ANY other real estate agent in town. Discount brokers, full service brokers, whatever... all the same. But, some agents step above that and become something else. I have chosen to specialize in properties for auto enthusiasts. Others specialize in property for golfers, equestrians, tennis players, boaters, or empty-nesters. They have separated themselves from their competition. I would recommend a couple of posts of mine (there are better posts byothers here, but I can find mine faster) that talk about this very thing.
Specialists v. Generalists
Unique Selling Proposition
We need to do the same thing that we do for our listings, set them apart, make them more appealing. That is why we stage. That is why we try to make the flyer a little better than others. That is why we want the property to demonstrate added value to the buyer.
Charles - The content has to be good, but what if you have great content, and then change brokers? All of your marketing and all of your old business cards (that are out there in people's hands) point to where you and your content are no longer. Instead, all of that work you have done to build up your website and bring in traffic is bringing traffic to the place you have left. It might take a while to build that back up.
Amen Brother!
Although I work for a very good friend of mine, who's to know what is going to happen around the corner?
It's Mike Mueller, Inc. and I'm the CEO!
Lane,
Do you have a graphic site for a website that prices homes? I believe I found it on one of your posts, and of course, can't find it now. As the market changes, I think I might post it on my site;)