Over the past few years more Internet traffic is flowing towards nationally oriented, consumer-centric websites. There are thousands of quality websites that are agent, broker or franchise owned and operated, the majority of which have relatively low traffic numbers. Exposure and the number of unique visitors has become the dominant driver in determining value and brand.

- From the Swanepoel 2007 Top 10 Real Estate Trends Report

So how do the smaller, independent real estate businesses attract the millions of potential buyers from the web? If independents position themselves correctly on the major search engines they can be evaluated on an equal playing field with the major RE firms. If your company is not on the first results page the potential buyer will probably not find you, and the chances of them ending up with a larger national RE firm is greater. If you get listed on the top page, and you have a compelling local story combined with all the greatest technology, your chances of converting that lead are much greater.

Once a potential buyer lands on your site, it is important that they can get to know the real estate company, its agents and surrounding community. Agent and Community Videos are essential. It is also important that users have access to all the property data in a given market through IDX or RETS. This way you provide the user with a true one-stop website eliminating the need to go to multiple sites–which is the ultimate goal.

Active Website’s SEO (Search Engine Optimization) Program assures that its member listings come up on the top pages by syndicating nightly to all the major search engines including Trulia, Oodle, and PropSmart. These vertical type search engines are hot, offer loads of information, and are expected to increase in traffic over the next five years.

Active Website’s sites offer tons of information that consumers want. They can find out about the number of beds / baths / square footage–the typical information, but with Individual Property Websites can also view larger photos, property & community videos, Active Comments, as well as perform highly detailed map searches.

The Enterprise Network provides Independent Real Estate Companies a venue that enables equal standing with National Real Estate Companies. By joining forces and advertising dollars, the independent companies gain an equal standing with the large companies and an advantage over the independents that are going it alone. Because The Enterprise Network only accepts one market leader from each area, there is no conflict of interest.

Independents determine value and brand by strengthening their presence through getting consistent listing syndication and exposure on the major search engines and banding together in a forum such as The Enterprise Network. These strategies will increase exposure and the number of unique visitors, and ultimately the number of clients and closings. And remember that the web is no different from face to face in that you only get one chance to make a first impression.