Without a clear understanding of what needs to be accomplished with the homepage we’re bound to miss the mark.

Let’s look at how one might use particular text and images to tell The Story.

1. Recognize Our Visitor’s Challenges

We recognize that you have an issue/ a challenge /a pain. We know you, we understand you, we understand this situation.

Identify our target audience’s main concerns and acknowledge them. 

• For example: Our target audience wants to move out of a dense urban area and into a more rural area with a high quality of life. Our main hero image could be a serene landscape, a lake perhaps, with a smattering of homes dotted on the shore. Overlaying this beautiful, calming image is a bold statement such as, “Leave The Noise Behind.” Include a few more words below in smaller text to support that claim, “Life is just better in Greenville, NC*.” Finish it off with a clear call to action button/link: “Make your move.” This links to the ways to initiate a conversation with us (email, phone, text).

2. Provide Resolutions To Their Challenges.

We have what you need to overcome your challenge. Our skills, our knowledge, our product, and our experience will guide you to resolution.

• Continuing with the example above we need to round out our certain understanding of their concerns, and offer solutions.
  Choose only local images (not stock) and couple them with simple claims and offers build on their trust that we understand their hurdles.
  A few ideas:
  – Why We All Love Greenville (links to a page full of reasons and calls to action).
  – Get A Personal Tour From Greenville’s Relocation Expert (call to action).
  – Let’s Go See Homes You’ll Love Before They Hit The Market (call to action).
  – Is Greenville a Perfect Match for Your Family? (call to action).

The reason the above are so effective is because we are not just offering what everyone else is offering. We’re telling The Story that we are the guide to help them resolve their concerns. We are not just stating that we have been doing this a long time, and here are the tools everyone else offers (property search, featured listings, home values, etc). We are considering their specific needs and acknowledging them and offering resolution.

Pro Tip for Step 2. (If you can stick with it) Blogging with The Story in mind allows us to show a dedication to our target audience’s education all the while resolving their concerns. I can see the headlines now: How To Best Get To Know Greenville, NC In One Weekend. What Made Us Fall In Love With Greenville, NC. What Locals Do For Fun In Greenville, NC. What Locals Do When Their Family Comes To Visit Greenville, NC. The Top 10 Questions We Hear From People Moving To Greenville, NC. Feel free to steal any of these as primers for your blog.

3. Showcase The Trust of Others

We want to illustrate that others have taken this path before and we successfully guided them to overcome their challenge. This is done with testimonials (and images/video of past clients when possible) that directly express that we have helped them with the same challenges and concerns of our visitor.

Avoid lengthy client quotes – trim them if necessary. Keep it direct and to the point. A few perfect ones are better than long, fluffy ones that never get read.

4. The Introduction

Now that they trust that we understand them, and are capable of helping them, we introduce ourselves, our approachability, our willingness to help and connect immediately, our level of relevant experience, and the like.

If we introduce ourselves too strongly, too soon in The Story, then it can come off that we want the visitor to become part of our story, rather than us helping guide them through theirs.

Note: The above isn’t as much a rule as it is a suggestion. If your face, look, and name are a big part of your brand – then I can see the draw towards introducing yourself earlier on in The Story.

5. Call To Action

All throughout The Story above we should sprinkle in specific calls to action, but it is imperative that we close the homepage Story with specific requests for action. Just as a sales appointment should end with an action item (close a deal, schedule a next appointment, initiate paperwork, etc.) the homepage story needs to end with a strong call to action.

Reiterate and encourage that they communicate with us that they are ready to share in the solving of their challenge.

• Come for the weekend. Let me show you why we moved to Greenville, NC.
  (call to action links to contact)

*I’ve never been to Greenville, NC. I’ve heard it’s a very nice place to live, and therefore made for a fine example in this exercise.

If you would like to take a deeper dive on understanding how to tell the Homepage Story is just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.

The post What Is The Story We Are Telling On The Homepage, And How Do We Tell It? appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

If the story being told on the homepage is that there is a challenge to be solved by using your services, then who should we make as the Hero?

There is only one Hero in the homepage story we are telling.

Who is it?
Is it you, and all your strengths?
Or is it the visitor and their need to overcome their challenge?

The more compelling story is when the audience can truly relate to being the Hero.
The audience relates with Luke, not Obi-Wan Kenobi in Star Wars (A New Hope).
The audience relates with Charlie, not Willy Wonka, with Neo, not Morpheus, with Frodo, not Gandalf, with Dorothy, not Glinda.

The visitor is the Hero.

The visitor wants you to be part of their story of success. The motivation is not to become part of your story, but to have you help them in their journey of overcoming their challenge.

The How: The audience needs to find parallels to their challenges in your story. Use images that reflect your target audience. Present their questions and challenges head on. Illustrate that you understand their plight, and what a successful resolution looks and feels like. What’s happened to others that you have helped, is happening to them. Assume the role of guide, mentor, or sage in your hero’s journey.

The Why: They want to solve their challenges with trustworthy guidance and for that they will exchange their time (and money).

If you would like to take a deeper dive on understanding who the hero of the homepage is just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.

The post Who is the Hero of the Homepage Story? appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

The Decisions: We focus on getting the following affirmatives:

• Visitor decides that they need what you have.
• Visitor decides that you’re the best option to solve their problem
• Visitor decides to exchange their time and money for your offer/service

This doesn’t all have to be done in the millisecond that they first come to the page, but they need to stay on the page long enough to decide that they need what you offer. To get them to stay, they have to feel understood.

The What: Your audience must immediately recognize that you understand them.

• You understand the challenge they have come looking to solve.
• You understand how they feel now
• You understand what it feels like to resolve the challenge

Your audience wants to feel that you understand their challenges and that you can support their journey to solve them. They want empathy.

The How: Show your audience that you understand and empathize with them:

• Use language that they recognize and connect with.
• Consider a brand/character archetype that matches the personality of your target audience.
• Use imagery that mirrors their emotional state (before and after overcoming their challenge)
• Present the questions they ask, and the challenges they suffer and offer solutions to them.
• Showcase testimonials of others you’ve helped with similar challenges.

Your audience wants to solve their challenges with trustworthy guidance.
They want to be the hero by making the correct decision in solving their challenges.
They feel this when it was their idea to take your guidance.

The Nuance: It should be that they decided to work with you, and not that you convinced them.

If you would like to take a deeper dive on understanding the goal of a website’s homepage just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.

The post What Is The Goal Of Your Website Homepage? appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

How it works: These are ways we look to leverage the Hero Image

• Tell A Story To Connect Emotionally With Your Target Audience
• Highlight Your Brand
• Answer Your Target Audience’s Questions
• Showcase Your Value Proposition/Call-To-Action
• Make a Claim/Announcement

How we bring it all together:

Select a Compelling Image. Choose an image that your target audience recognizes as being part of their life, or the life they want. This familiarity assures them that the site is for them. Avoid obvious stock photos. Be authentic. Don’t use images you don’t have a license to use.

Make a Compelling Claim. Your hero image coupled with this claim is your first impression. This statement is the reason they will stay longer. Workshop this statement until it is pithy, and powerful. 

Offer a Compelling Call To Action. Be upfront about what you want your audience to do. This site is your opportunity to compel them to connect. Put it put there.

Hero image pro-tips:

• Choose an image where there is energy focused on the Claim/CTA
  • Someone pointing, looking, moving towards your CTA.
• Choose an image with depth that draws you in to a vanishing point
  • Horizontal lines, angles, structures, paths… draw your attention.
• Use dark and light shading to create contrast for your Claim/CTA
  • Vignette, fogging, semi-transparent shade… make for easy-to-read text.
• Choose an image with some empty space to place Claims/CTA.
  • Alternatively, this can be added with solid color overlays
• Apply the above to your interior page subheader image selections. Avoid using a default subheader when each page has its own story to tell.

Should I use a Slideshow for my Hero Image?

• Do more images tell the story better?
• Will our audience pay attention long enough to warrant it?

Should I use a Video for my Hero Image?

• Does video tell the story better?
• Will our audience pay attention long enough to warrant it?
• Can we get the right video clips to tell the story we want to tell? Cost?

If you would like to take a deeper dive into how to choose an effective hero image just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.

The post How To Choose An Effective Homepage Hero Image appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

In 2017 40% of the Visitors to Our Clients’ Websites Was Mobile.

This is a growing trend. We started noticing an uptick back in 2012, and it has been growing ever since.
2012: 9%
2013: 13%
2014: 19%
2015: 27%
2016: 33%
and now 2017: 40% Mobile.
At this rate, by next year nearly 50% of your website audience will be mobile.

At this rate, by next year nearly 50% of your website audience will be mobile.

Have you ever heard of Bounce Rate?

Bounce Rate is the percentage of users that come, look one page, and leave your site without taking any action.
Our own Bounce Rate for November is 1.59% 
This means that less than 2 out of 100 leave our site without clicking to see more.
**If your website is not mobile friendly, your Bounce Rate could, at best be around 50%.
Half the audience you attract to your site leaves right away.
All that time, money, effort, that goes into your site is flushed for half your audience because you don’t have a mobile friendly website.
Nearly 3 years ago, Google announced that they give preference to mobile friendly websites in their search results.
So if you want to start appearing competitively again, and want to keep half your audience from leaving your site before they even look around, we can help!
Drop us a line and we will make you look amazing with a website makeover that brings you into 2018!
 

The post What Kind Of First Impression Is Your Real Estate Website Making To Mobile Users? appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

1. Leads? What Leads?

When was the last time that your site was responsible for a new lead?
If your online representation of you and your business is not bringing you new clients then it is time for a change.

2. You Are Still Being Charged For Basic Changes

Modern platforms are super easy to make changes on, and shouldn’t involve any additional costs.
If you are being nickled & dimed for the updates you need to make to your site then it is time for a change.

3. Your Google Placement Is Terrible

Basic SEO can have you appearing competitively in Google.
Odds are, that if your site is out-dated, you are no longer being found in search results. It is time for a change.

4. It’s Not Optimized For Mobile

Current traffic analytics show us that 40-50% of your website traffic is from a mobile device. If your site wasn’t designed for their convenience, then they are going to leave without looking around.
In addition to disappointing your audience, Google also gives preferential placement to mobile friendly websites.

5. It Is Slow Loading

Many factors can affect the load speed of your site: weak server, poor programming, too many large images, too many plugins, etc. If your site is not loading quickly, then your audience will not wait, and it is time for a change.
Bonus:

6. It Looks Out-Dated

Look around at the contemporary trends that your competition is using to impress their audience. If your audience has the impression that you can’t represent yourself competitively, then they will believe that you can’t represent them and their property effectively either.
We can help!
If you got this far down the post I bet you are considering a change with your website. We would love to have a no-obligation, non-salesy conversation with you about it. We’ve been doing this a long time. Answering your questions would be our pleasure. Go ahead – give us a call: 530-828-6764 or drop us and email.

The post 5 Warning Signs That You Need A New Real Estate Website appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

Website Curb Appeal

When you have lots of competition the first impression is so important. This is why Curb Appeal is so important in real estate; it gets them interested.

If your website is failing to grab your audience by the shirt collar hand and tell them “you’ve come to the right place” then you are failing the first step of engagement.
One or more of these 4 words should be your goal when it comes to making an impression on your audience.
Delight
Connection
Captivation
Love
Look at your website from the perspective of the visitor.
Do you think it satisfies one of the above?
If you’re not convinced it does, perhaps you need to consider the next questions:
1. Is the message you want your website to offer clear?
2. Are the most important calls to action visible and attractive to your audience?
3. Do the first images elicit an emotion of your visitors’ dreams?
Or is it too busy, too confusing, or too canned?
If you fail to make an excellent first impression you will lose their interest and you will suffer what we call a high bounce rate.
If you would like to have a free consultation on whether your site has great curb appeal, or to learn what you could be doing to improve your first impression, drop us a line – we’re here for you.

The post What Do People FEEL When They See Your Real Estate Website? appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

Starting April 21st, Google will give higher rankings to mobile friendly websites.

If your competition has a mobile friendly site, and you don’t, they will most likely preform better in competitive search results.
Late last year, Google started to highlight mobile friendly websites, and now they are giving them preference in the search results.
From the article:

This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

Test your site now, using Google Mobile Friendly Test:

https://search.google.com/test/mobile-friendly
If you need a mobile friendly design for your website, we can help.
Our designs are full responsive for all devices, and tailored specifically for your needs.
Start a conversation about it today.
We’re happy to answer any of your questions, no pressure.

The post If Your Real Estate Website Is Not Mobile Friendly, Google Could Lower Your Ranking appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

The ubiquitous Property Quick Search has been a tough design element to evolve beyond.
Everyone seems to have one, but is it necessary?

I only ask because there is a solid argument against its value.

Argument Against a Property Quick Search

It’s a sure bet that the visitors that you attract to your site aren’t actively looking for a way to search through MLS listings in the area.
You have already lost the battle for Top of Mind when it comes to “Where do I go to start searching for properties?” Today Realtor.com, Trulia, Redfin, and Zillow are the answer.

I bet most agents wouldn’t even think to use their own site first when starting a property search.
The final nail in this coffin is that the tablet and smartphone apps (for the above) are impossible to compete with as an agent. The big companies have budgets that allow for incredibly engaging features that home-searchers are now used to and expect.
So if this is the case, is it worth dedicating valuable website pixels to something that might prove to be unnecessary?

Argument For a Property Quick Search

Just because they aren’t thinking of you (your site) when initiating a search, it doesn’t mean that you shouldn’t offer one.

While your audience is on your site, you might as well make it clear to them that you have the tools they need to see current listings. Afterall, enticing them into your IDX program is part of your lead-capture strategy: Look a listings, save listings, inquire about listings, sign-up to be notified of new listings.
One of the main goals of having a website is to engage them into recognizing that you are of value to them. This is accomplished through first impressions, relevant content, and tools. The PQS is one of those tools. So I say keep it. Just don’t act like your audience came looking for it.
NOTE: the Niche Site is another great argument for including an obvious PQS. If your site is designed for a particular niche: Foreclosures/Shortsales, Rentals, Limited Neighborhoods/Communities/Subdivisions/Buildings you just might be doing your audience a favor by making their introduction more convenient.
We have designed a ton of custom sites that mostly include a Property Quick Search. Here are some of the things our clients take into consideration.
Placement:
Front and center: example
Horizontal: example
Vertical: example
Sidebar: example
Common Elements:
It’s a “quick search” so save the additional search options for a full/advanced search.
Location
Price
Beds
Baths
Property type
Search Button
Additional Navigation
The idea is that the PQS has gotten their attention, but and they may like one of the below options instead of the quick search.
Map Search – Not all IDX’s offer this option.
Advanced Search
Get Listing Alerts
As with every important element of your website’s design, your decisions about placement and options for the Property Quick Search should be governed by the audience you are targeting. What are they expecting when they arrive on your site? What first impression do you want to make? What are the most important calls-to-action to offer your audience? Answer these first before deciding on the hierarchy of your site’s design elements.
My suggestions:
Start with a clear pitch, make them graphically exciting, and keep them as simple as possible.
Tip: Don’t use the IDX provided quick search widget. Rarely are they customizable. This will cause issues with placement, colors, and size.

Stay tuned for Part Five where we will cover Sidebar Strategies.

Don’t miss earlier installments of this series: 

Part 1: The Header
Part 2: Navigation
Part 3: Calls-To-Action

The post Property Quick Search – Real Estate Website Theme Design Series Part Four appeared first on WordPress Real Estate Website Design | Real Estate Tomato.

U.S. Navy photo by Mass Communication Specialist 2nd Class Ben A. Gonzales

The usefulness of your website to your visitor needs to be established in the first impression.

Here’s how you make sure you are successful in that effort.

Step 1. Establish EXACTLY who your target audience is.
Step 2. Ask yourself these 2 questions:
– What is the most important feature/information you can provide to this audience?
– What are they expecting/looking-for when they click to visit your site?
Step 3. Choose your calls-to-action based on the answers to #2.

Below are a list of common CTAs we’ve included on our clients’ websites.

However, do not add CTAs to your because they seem useful. Only add the CTAs which powerfully connect with the intended audience. And, similar to an overstuffed navigation, the more CTAs you add the more it waters down the effectiveness of the lot.

IDX (Quick Search, Advanced, Map)
Listings (Featured, Alerts) 
Contact (Ask a Question)
Market Info (Reports, Statistics, Updates)
Home Valuation (Comparative Market Analysis)
Schools (Search by School, District Overview)
Testimonials
Subscribe (Newsletter, Blog Updates, RSS)
Seller Reports (Packet, Checklist, eBook)
Buyer Reports (Packet, Checklist, eBook)
Foreclosure Relief (REO, Short Sales)
Foreclosure Property (REO, Short Sales)
Mortgage Tools (Calculators, Current Rates)
Communities (Neighborhood Profiles, Building Quick Search)
Video (Testimonial, Introduction Message)

Don’t take the above as a definitive list of the CTAs you must include on your site. Seriously consider your target audience and only present the few CTAs that will make the best impact.

So where do you place the CTAs on the site?

The short answer is: Above the scroll (fold).
The idea is for them to be noticed immediately, so burying them in the footer, or low on the sidebar is not ideal. We cover suggestions on what to include in the sidebar(s) and footer in subsequent posts.

Stay tuned for Part Four where we will cover the Property Quick Search Module.

Don’t miss earlier installments of this series: 

Part 1: The Header
Part 2: Navigation

The post Calls-To-Action – Real Estate Website Theme Design Series Part Three appeared first on WordPress Real Estate Website Design | Real Estate Tomato.