So, what’s the right tone for a real estate website?  To answer that question, you need to think about a typical visitor to your website.  First, ask yourself this question:  Do prospects visit real estate websites to buy or sell a house?  If you answered No, you’re on the right track. 

Think about that question in terms of your own shopping habits.  If you drive to a quick-lube shop because you need your oil changed, what type of response do you want from the staff?  Well, you probably want quick response from the staff so you can make your purchase and go.

If you enter a clothing store, are you there to buy clothes…. or are you there to look around and determine if there is a piece of clothing in the store that you like and that fits well?  Most likely, you’re there to look for clothing.  If the salesperson in the store follows you around telling you how wonderful each piece of clothing you pass would look on you, will you stay in that store?  I wouldn’t.

You can think of your real estate website in terms of the clothing store.

• You need to give your visitors plenty of room to explore without feeling pressured.  
• You need to provide them with a lot of interesting things to see and do that will keep them in your “establishment”, and
• You need to convince them that when they are ready to make a purchase, you’re the person who can help them.

So, what’s the right tone for a real estate website? 

• Set up your website to highlight the tools and information that are most important to a visitor who is looking for a new home, or who is doing research prior to a sale,
• Make sure your contact information is easy to find, and let your visitors know that they can call on you for assistance at any time, and
• Make it easy to find a compelling marketing message that clearly defines the benefits you provide to your clients.