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So, What’s Your New Home Page?
Well, Joel Burslem made a case on his blog Future of Real Estate Marketing, explaining how your listing pages are destined to become your new home page. I’m not convinced that we should all give up trying to be found for main keywords like CITY Real Estate. But, I think there are any number of reasons why your listing pages should get a good bit of your attention.
MLS vs “Featured” Listings
All agents put their listings on their MLS system. It’s a necessity, if for no other reason than to get the most exposure to other agents in the area who may have a buyer, and exposure to buyers through IDX agreements.
Most real estate websites have the capability to produce “featured” listings. That means you have the ability to create custom listings on your website. If you don’t have that capability, you should - check out Point2 Agent websites for a great real estate website platform.
Which Listing Portal Should You Use?
Both! Why? Because they are two very different animals!
MLS Listings are for promoting your listings to other agents
Featured Listings are for promoting your listings to consumers
MLS Listings typically let you display a few photos and a very brief description, which often comes out in code like this:
- 5% FIXED RATE ASSUMABLE MORTGAGE!LOCATED IN HEART OF PTC RELAXING SUNRM*VAULTED CEILINGS*MSTR RETREAT OR NURSERY/ OFFICE/BEDROOM 4*SMOOTH CEILINGS, CROWN & TILE ON ENTIRE
I imagine there was an end to that last thought. But, it didn’t show up in the MLS listing. That description is great to give another agent the basics about the home. Maybe. I’m not sure what a Mstr retreat or nursery is, though. But, obviously, it doesn’t sell the home to a consumer!
Your featured listing on your own site is your opportunity to speak directly to the consumer. In English. In complete words and sentences. With lots of photos. It’s your chance to “sell” the home, not just list it.
Overcome Duplicate-Entry-Itis
The biggest reason I hear from agents for not putting time and thought into their featured listings is that they hate the “duplicate entry”. They have to put the listing in the MLS system, then enter it again on their own website.
Leave your duplicate-entry-itis behind! You’re not duplicating effort - you’re talking to two very different audiences! Don’t sell your listings short.
