Generating a lead from your website is generally a long process that requires both patience and perseverance from the real estate agent. I am surprised by the amount of agents that believe an attractive and functional website will magically generate quality leads for them. Building an interesting and informative website is a starting point and not the final step in creating a self-perpetuating money maker.

Studies have shown that the vast majority of agents do little or no marketing for their websites. A 2007 NAR survey found that members rank the internet ahead of open houses, direct mail, and telemarketing, in generating leads. So why do most agents not invest in marketing on the internet? I believe it's a combination of traditional broker training programs that emphasize the "old" methods, technophobia, and just plain ignorance. If you are reading this blog, you are probable in the minority of agents that educate themselves about the web marketing process and understand how to go down the path to success.

Even during the current market slowdown, the amount of real estate agent websites are growing rapidly and placement for highly desirable keyword phrases on search engines is very competitive. Knowing your target audience, knowing your competition, knowing your budget, and being clever are all keys to implementing an effective online marketing strategy. Whether you are incorporating your web address into your existing marketing materials, paying for pay per click advertising, launching an email marketing campaign, or developing a search engine optimization strategy, you will need to a clear understanding of your your goals and tracking your results.

The beauty of web marketing is the ability to easily monitor and adjust your efforts based on tangible reporting. What kind of reporting do you get from a 1000 postcard mailer? Returned to Sender is not a very useful reporting tool. Almost every agent at some point has sent out a postcard mailing campaign, but when you ask them how effective it was, the answer is generally "not very effective." However, this is a traditional method of getting your name out into a neighborhood and everyone understands the process of sending snail mail.

Most agents do not understand the process of web marketing, and spending time studying the complex details of the computer code is probably not a wise use of their time. Some people are do-it-yourselfers and some people are delegators, but the shrewdest agents strike a balance between understanding the fundamentals and delegating the details.