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Real Estate Content – Real Estate Websites

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Somewhere on the east coast…..

There is a man. He is retired. He lives in upstate New York, or Pennsylvania, or Massachusetts – he lives where it’s cold. Not just cold, bone cold – and windy. He is shoveling snow from his driveway and sidewalk – AGAIN. Heavy, wet, dirty, slushy snow. As he shovels he moans about his taxes. They keep going up. His taxes go up, yet services go down. Just then, a car drives by and splashes cold, wet, dirty slush on him. “Dammit!” He screams. Enough is enough. He’s had it. He’s considered leaving the cold weather before, [his wife nags him constantly about moving]. The only things that keep him [in the cold weather] are his friends and his grown children. He’s fought the idea off before but this is it. He’s had it. Later that night he sits down in front of his computer. He heads straight to a search engine like Google, Yahoo or Bing. What is he looking for? Information. Information in the form of Content.

Question. How can he find you – online? He’s in New York, or Pennsylvania or Massachusetts and you are in Arizona or Florida or California or New Mexico [somewhere warm]. How can he find you online? He doesn’t know your name, he doesn’t know you even exist.


The answer to this question is the future of your business in real estate.

How can I find you online? How can I find you online without typing your name into a search engine? What are your keywords? Your Keyword phrases? This is the million dollar question. Here is one of the answers.

Content. Content is king. You have heard that before right? It’s true. Content is King. When it comes to websites, content is everything. You would think, as important as content is in a website, that all websites would embrace it. You would be wrong. Not real estate agent websites. There is no love affair between real estate agents and real estate websites.

Most real estate agents websites suck. There are MANY reasons why this is, in fact, we could talk about it for hours, really…hours! One of the main reasons real estate agent websites suck is lack of content. You have heard me say it before, “0ver 90% of consumers now start their home search online”, what are they looking for – real estate agents? NO. Top Producing Real Estate Agents? NO. CDPE Real Estate Agents? NO. [I could go on and on], they are looking for content. Unique, Dynamic, Engaging, Valuable Content. Short Sale vs Foreclosure is content. Strategic Default is content. Loan Modification is content. Is it a good time to buy a home in Arizona is content. AND 4 bedroom, 2 bath homes for sale Chandler Arizona is content.

I spent 10 years as a title rep in Phoenix Arizona. It was my job to help real estate professionals grow their business. I became quite good at helping them with web 2.0 strategies involving websites. I was blown away by how many agents I spoke with that told me they have not received a single lead from their website. I met with a an agent yesterday  that has had a template website [from one of the big real estate template website providers]  for the past 6 years. At $30 per month, he has invested over $2,160 in a website that has not produced a single lead. There are many resasons why. One of them – Yep, lack of content.

When a consumer asks a search engine a question they are looking for information, they are looking for content. Most agents miss the boat when it comes to websites and how they work, specifically how to get them “found”. Getting a website found is largely a function of content. Sure, it’s SEO but what is there to SEO if there is no content? Contrary to industry belief, consumers look online for more than just homes for sale when they are looking for a home. Lifestyle, transportation, schools, student/teacher ratios, property taxes, JOBS, crime, sales  taxes, things to do [to name a few]. What would you look for if you were considering moving from New York to Arizona before you looked for a home?  Whatever your answer is, is content.

It doesn’t matter how “pretty” your website is, if there is no unique content, there is nothing for search engines to index, which means there is nothing for consumers to “find” – on your website. Many of the agents I speak to tell me “I don’t have enough time, I don’t know what to write about, I don’t know how to write”. You do, you just need to be taught, rather coached.This what we do at PRO-Found.

At PRO-Found we build real estate websites that work, on WordPress. Simple to full custom, we do it. We also coach real estate professionals HOW TO use them. We are an inbound marketing company. That means, we help you get “found” online at the exact moment in time a consumer has identified a need for your product or service. We bring customers to you. What can PRO-Found do for you? Visit our website,


Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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