Inman Real Estate Connect SF 2009 - How to Build a Killer Website From Scratch
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The 10-step document outlines key considerations for creating an effective broker website. It recommends (1) choosing technology vendors carefully based on usability and objectives; (2) using easy to develop and maintain technologies like Ruby on Rails; (3) defining target audiences like potential clients, sellers, and agents; and (4) using information architecture to create a simple structure for a better user experience. It also stresses making listings central, optimizing for search engine optimization and conversion, planning for future needs, and maintaining the site as an ongoing endeavor.
Inman Real Estate Connect SF 2009 - How to Build a Killer Website From Scratch
- 1. 10 Steps to a Killer Broker Website Aman Daro VP, Integrated Marketing McGuire Real Estate adaro@mcguire.com
- 2. McGuire Real Estate > 90 year old residential brokerage > Boutique, luxury brand covering the San Francisco Bay Area > 250 agents, 8 offices Photo: Mapjack
- 3. mcguire.com > One of the first real estate websites in SF
- 4. 1. Choose Vendors Wisely > Front-end and back-end not necessarily the same company 1000Watt + Elevated Rails > Understanding usability and company objectives can trump project estimate > Hope you like working with them
- 5. 2. Technology Shouldnt Get in the Way > Pick technologies for Ease of development and maintenance What will be favorable in the future > Ruby on Rails allows for very quick development > Too much Flash can be bad > Open source back end is preferred by many, but keep security in mind Photo: abigol
- 6. 3. Define Your Target Audiences > > > > Potential clients Current sellers Agents Management Understand difference between managements needs and users Photo: Morten Elbech S淡rensen
- 7. 4. Information Architecture is Underrated > Rarely used by small/medium businesses, but critical in information-rich websites Simple structure = better experience = more users = more business
- 8. 5. Listings Are The Center of the Universe > The primary reason users visit a broker site > Design around this objective Easy to access across site, large photos, etc. > Develop content to support this goal Neighborhood info, stats, user-generated content, etc.
- 9. 6. SEO From the Ground Up > Site structure should be search-engine friendly > Unique title/headline/tight cluster of keyword phrase(s) for every page > Pick relevant keywords with Google Keyword Search Tool > Dont forget long tail
- 10. 7. Design: Less is More > White space lets the message breathe > Home page Focus on few key messages Allocate % of home page real estate to priority of message
- 11. 8. Optimize for Conversion > A cool web 2.0 site isnt enough. Demand ROI. > Clear call to action White space Buttons near images > Test Google Website Optimizer
- 12. 9. Plan for The Future > Needs will change and expand > Site should accommodate those changes Photo: pigeon pair
- 13. 10. Evergreen Endeavor > Project doesnt end after launch Maintenance Adaptation to changing market demands Consider redesign in 5-7 years Need budget and team on call Photo: Sam Howzit
- 14. www.mcguire.com Send your feedback to: adaro@mcguire.com