Why I recommend Real Estate Webmasters

Lately (like 3 times this past week alone), some people have questioned why I have the following little piece of text on this blog:

Well, let me answer it the only way that I can — straightforward and honestly. Rather than continue to try to explain it on the phone to folks, I am putting it in writing so that people can SEE my logic (and then throw tomatoes at me…GRIN). It will make it easier for me because I can simply send them a link to this post.

And before I start, let me shoot the first tomato that will come my way. I have NEVER been paid by Real Estate Webmasters or Morgan Carey or anyone affilliated with them. EVER. I am not a customer. I am an independant search engine marketing consultant.

This blog is about Search Engine Marketing from a Search Engine Optimization standpoint. There are people who come to me and ask, “Well, can’t virtually ANY real estate site rank for “city real estate”. My answer: To a degree, YES…BUT that should not be your goal. Your goal should be to cast as wide of a net as possible. If you are going to the trouble, time and effort to build your online reputation and authority to a point where you would rank for that, why not utilize that authority to catch as much traffic as possible? That is the way to maximize your return.

Real Estate Websites, in my view, are divided into two pieces. The CMS (Content Management System) and the IDX (or other equivalent) listings presentation system. Rand Fishkin did an excellent job of breaking down the characteristics of a good CMS. (I do weight my priorities a little differently than he might, but I thought it was a great post.) Then there is the IDX portion of the site. This is where most of the content lives. It is where most of the pages are indexed.

Designing and structuring those two elements to create the highest ROI (by ranking for the right terms and funnelling those visitors into contact with you as a REALTOR) is what IMO determines the TRUE best VALUE when you invest in a real estate website. And make no mistake, you ARE INVESTING. I would contend that REW’s new 2.0 CMS and their innovations in the design of their IDX solutions are not matched by others in the real estate space.

In today’s search environment, visitors are using longer and more elaborate searches than they did just two years ago. (This point is often missed by those who are solely looking for “City Real Estate” type rankings.) Even large third party traffic/lead generators like Trulia have gone after search terms as localized a the street address and the zip code. This is a major departure from what we have seen in the past, but they are not doing it because they are dumb. They are doing it because it works.

Because things change rapidly out in the world of Search Marketing, it is CRITICAL in my opinion for someone INVESTING in their website to take into account the following:

1. Will my website (IDX) provider continue to TWEAK and INNOVATE as needed to get the most traffic to my site. (In the real estate game in specific, one sale can bring in thousands of dollars–this is NOT a place to scrimp). Real Estate Webmaster does this better than anyone I am aware of. I have watched SEVERAL website providers do well and then not innovate and re-invest in Constant and Neverending Improvement.

2. Does the website builder have a TRACK RECORD of proven success. (More than just one or two people…) This means proven past success at ranking for hundreds of terms in an area and in casting a wide net that catches many fish.

Now having said all of that, I am SURE that I have made some of my friends (and they ARE friends) mad that also sell real estate websites & IDX solutions. Many will say — yeah but you can rank for a few less terms but have less inputs and overhead up front. I would say to them the following:

My job as an Search Marketing Consultant is to point someone to where the BEST Return on Investment is. I have seen MANY different real estate websites. Hundreds. I have used WordPress with an iFramed IDX. (And some may need to start there to get the capital to invest in a more robust solution). I have seen FREE websites that did just fine up to a point. (Example: Point2 ). But over the long haul and if you are investing for Return on Investment, to me the choice is obvious.

I have had the privilege of working with MANY REALTORS who make a large percentage of their money online and I know their conversion rates and the stuff they don’t talk about in public. I have seen nothing that can top the ROI provided by the Real Estate Webmasters websites. (GIVEN an equal effort in link and authority building- IMPORTANT).

And that is the ONLY reason that I put my recommendation for REW on the sidebar of my blog. And that is why I do not recommend other solutions for anyne who wants a TRUE search engine friendly solution.

I would welcome those who would like to challenge my assessment of this and will be happy to document the results of this in a white paper that I will gladly co-author. Let’s study it scientifically and compare notes, and I think you will be surprised by what you find.

Thoughts?