Guest post by David Murton

Real estate web sites have become an essential component in the business of selling houses. Using a web site hosting service that is reliable and offers great tech support helps customers have access to listings and pictures at all times.

Security and Technical Support

Real estate is a very competitive business and security measures must be in place to protect the information from hacking. According to the National Association of Realtors about 74% of home buyers use the internet for information on houses. It is essential that their web site information is secure.

Website hosting control panels such as cpanel make it easy for Realtors to access their web site information and keep it up to date. Viewing outdated or incorrect information is frustrating for potential buyers, and they may move on to a different Realtor.

Quick, responsive technical support from a hosting service can greatly reduce a Realtor’s stress and inconvenience if their web site is hacked. All web sites should be monitored by their hosting service so that any problems can be resolved quickly.

Bandwidth and MySql database

Bandwidth is an important consideration when a real estate agency is comparing different web hosting services. Web sites for real estate agents often contain large amounts of high resolution pictures and buyers don’t like to wait for pictures to load. It’s important that the hosting service has enough bandwidth for the images to load quickly.

There may be many buyers looking at pictures on a real estate web site at one time. Bandwidth must be sufficient so that the web site doesn’t crash and not allow buyers to view the information they need to make a decision on which homes to see in person.

Real estate web sites will likely include lots of database entries. They are also likely to include many extra php scripts. An adequate web hosting service must support PHP and have an mysql database of no less than 25mb. A mysql database of 50mb is preferred.

Property Listing CMS

A property listing CMS, or content management system, provides for the maintenance, storage and retrieval of XML and HTML documents. It also provides for the maintenance, retrieval, and storage of all related images and audio/video files. A CMS for a real estate web site should accept or include plug-ins to provide banner advertising, blogs, newsletters, and opinion polls, chat rooms and forums. It is also helpful if the system can publish content to a DVD or print.

A well designed CMS for property listing should be able to show listings from a single agent or many separate real estate agents through a searchable front-end that is attractive and user friendly. Some CMS offer keyword research tools and keyword density tools. These allow the web site designer to cross link chosen keywords between web pages.

WordPress Themes

According to web site technology surveys conducted by W3 Techs, WordPress is a tool being used by about 14% of the 1,000,000 busiest web sites on the Internet. Wordpress is free and has many features including a template system and a plug-in architecture.

WordPress is a publishing platform and open source blog tool that uses PHP and MySQL. Many web sites customize Wordpress into their chose content management system. It also allows users to re-arrange widgets without editing HTML or PHP code. Wordpress users can also install and switch between many different themes.

Security issues have been uncovered in Wordpress software, which may not make it a good choice for a real estate web site. On April 13, 2011 it was announced that Automattic was dealing with a low level break-in to a number of Wordpress servers. Any information contained on those servers could potentially have been revealed.

Wordpress is still considered safe and they haven’t listed any measures for their users to take. Basic protection measures such as a random password with letters, number, and punctuation are important. Real estate web sites that are not very demanding should be able to use Wordpress with little problems.

Making An Informed Decision Is Essential

Choosing a web site hosting service is a very important decision. Competitors may be able to access information and/or change the information listed if the host is not secure. Comparing bandwidth is essential for Realtors to make sure the information on their web site is available to home buyers at all times and can be accessed quickly. Access to quick thinking and acting technical support can minimize problems if they do occur

An easy to use content management system is the best way to make sure information is available to home buyers in a format they can understand. It also allows the web site designer to add additional information to the site such as advertising links and newsletters. Wordpress themes are a free and widely used option for web site builders, but may not be as secure and reliable as other programs.

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Guest Blogger, Mike Bowler, Sr. has been in the real estate business (Lansing, MI) for the past 32 years. During that time he’s educated and consulted hundreds of REALTORS. Mike is a former owner; broker of Coldwell Banker Bowler Real Estate and is currently an Associate Broker for Coldwell Banker Hubbell Briarwood in Lansing Michigan, who bought his company in 2001. He also owns his own company PRETEC (Professional Resources, E-Business, Technology, Education, & Consulting) and is an avid fan of social media in the workplace. Mike was named in 2009’s Top 25 Most Connected Real Estate Professionals by PROXIO and selected by Inman News as one of the 50 Most Influential Online.

The real estate industry is in a constant state of evolution and changes every day with technology, regulation changes, and economic challenges, never experienced by most of us in the real estate business.  You can either bury your head in the sand or dig in and get on this exciting train ride. I choose to ride it out and continue becoming educated by some of the best resources I have witnessed over the past 32 years.

When our industry gets lax in education, it contributes to the lack of professionalism, our growth as REALTORS, and affects how competitive we as real estate agents will be in the coming years.  I really believe that adapting and learning new ways to do business will help brokers, managers, and agents stay ahead of the knowledge curve and strengthen our ability to survive this paradigm shift.

Who would have thought a few years back that:

• Move would be acquiring Threewide (ListHub) providing a huge syndication for Listings (See Inman News story)
• RPR – REALTORS Property Resources would be formed and providing 98% of the nations property data (For those who have it)
• That YouTube would be the number 2 search engine
  • That Facebook would have 500,000,000 members, the average user would have 130 friends and People would spend over 700 billion minutes per month on Facebook
  • That approximately 2.5 million foreclosures would be in the process, and another 2.5 million mortgages would be 90-plus days delinquent.

Yes, we are in a whole new era of education for REALTORS, with short sale designations, foreclosure classes, green designations, new mortgage regulations, classes on how to work with your ancillary related businesses like appraisers, mold technicians, home inspectors, and of course loss mitigation.  The sampling of changes above are just a small portion of drastic game changing events that any REALTOR, who has an interest in being a player for the future of real estate, must be aware of.

So where do we begin?

Professional development, learning new trends, and adapting to a more complex industry are musts for brokers, sales managers, and real estate agents. This also includes ancillary businesses like appraisers, mortgage originators, and title companies that have experienced massive change. My point is that as professionals we must adapt to new business strategies that enhance our knowledge, give quality service, and meet the demands of the e-consumer. We Must Raise the Bar!

Here’s a Place to Begin at Zero or Little Cost:

Right Tools Right Now
Agent Reboot™
Real Estate BarCamps
REALTOR University
Your Local Association, Company and Professional Educators

Setup Google Reader and Subscribe to the following sites:

Future of Real Estate Marketing
Mashable
Inman News
RISMedia
Realty Times
My Tech Opinion
Trulia Blog
Zillow Blog

I could go on and list many other avenues to education, however this list will help you grow your own list of favorite places to learn. Developing an edge in today’s market requires that real estate practitioners be proficient in Blogging, social media, search engine marketing, and how to work with the e-consumer once they contact you.

It is imperative that those real estate professionals who have come through this challenging market be fully prepared to take advantage of new steady growth that will be forthcoming. My point is that our industry needs to step up to the plate and sharpen our competitive edge by using good old fashion service integrated with new technology. Consumers drive the industry and have always driven it, however today they are looking online first. Are they finding you when they go to Google, Yahoo or Bing? If not, you owe it to your family, company, and yourself to get on board and learn this business all over again. All this is part of your newfound professional development, learning new trends, and adapting to a more complex industry.

Please share your strategies for staying abreast of the current trends in real estate.

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Have you heard the news? Inman News’ Real Estate Connect is turning 15!

15 years ago Brad Inman welcomed a couple dozen leaders in real estate to join him in Sonoma County. That was the birth of what has evolved into the leading event for the most influential people in Real Estate. The next Real Estate Connect conference will be held in New York City from January 12-14, 2011 at the Marriott Marquis hotel in the heart of Times Square. We’ve lined up a couple great keynotes already with more to come:

• Mashable COO Adam Hirsch
• Patch.com CEO Warren Webster

You can see more program details on the event website: www.realestateconnect.com/nyc11.

To celebrate this milestone, Inman News is offering its biggest promotion yet – $500 off the new Premium Package at Real Estate Connect 2011.

Premium Package – An all-access pass from January 11-14, 2011 includes:

• Full access to the first 2011 Agent Reboot™ conference on January 11 (a $149 value)

• All Real Estate Connect sessions: Workshops, Keynotes, Innovation Tracks and Meetups

• Real Estate Connect Special Events and Conference Receptions

• Access to the Premium Lounge where you can relax, enjoy complimentary refreshments, take part in special activities and test drive the latest technologies

• One-year subscription to Inman News as a Premium Member

The standard price for this package is $1,099 but if you register by September 30, 2010 you will pay only $599.

You don’t want to miss out on this incredible opportunity to mingle with the best in the business and celebrate Real Estate Connects 15th Anniversary. Register now and save! This is the best deal you’ll get.

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I just finished reading a great aricle on Inc.com about how to jump-start your business. They list 25 ways to jump-start your business. After reading it, there are 5 that jumped out to me that really apply to real estate agents and brokers.

1. To Focus on Truly Urgent Matters, First, Clear Your Schedule

As an agent or broker, you don’t work 9-5 Monday-Friday. Sometimes you need to put down your cell phone and as Brad Inman says, “look up!”  Feeling overwelmed? Clear your schedule -  to really refocus on what you should be paying attention to.  It may be time to say ‘no’ to some things, and even to some clients. See point #2 below.

2. Shed Your Problem Clients

I have witnessed first-hand agents who are so desperate for a paycheck that they hang onto the wrong type of client until they are completely drained and end up comprising way too much. The sign of a successful agent is the ability to walk away if needed. Ask the tough questions: ”Are they worth it? Are they being realistic? Are they keeping me away from other opportunities?”

3. Turn Freebies into a Search Engine Optimization Play

Search engine optimization can bring more traffic to your site and in the end, hopefully more leads! The most effective way to optimize your site is to encourage other sites to link to yours. How? Offer something free!  What is your specialty? What are you REALLY good at as an agent? Marketing? Staging? Getting a home ready? Negotiating? Whatever you are really good at – write a “white paper” on that topic and give it away free. People love free and it will help optimize your site.

4.  Turn Tweets into Cash

According to the Inc article: “Rose Associates, an 80-year-old real estate agency in New York City, searches key terms such as “moving to New York” on search.twitter.com. Whenever another Twitter user types one of these top phrases, a member of Rose’s marketing staff sends them a message offering real-estate listings or related service. The result? A hundred qualified leads a month.” Why couldn’t you do something like that for your local area? Simple!

5. Find Some Amazing Interns

More often than not, agents don’t need a full time assistant. They need help when they have specific lisitings -  help with marketing, or they need an extra body to be at their listing to meet to photographer or inspector. Maybe they need help for 2 months to get their “digital life” organized – their database, their computer, their files. Why not search for an intern? Check with your local colleges first and then use your social networks to see who may have a someone interested. It’s a great way for them to get experience (sometimes even college credits!) Last but not least search on Craigslist or LinkedIn.

Do you have some great tips to share that helped jump-start your business? I’d love to hear about them! Please let me feedback or comments below.

Written by: Katie Lance, Marketing Manager, Inman News

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In a past life, I used to do a ton of analysis on website visitors and usage. Well, I still do actually, but for my own purposes. You see, if you run any website, this is something you need to pay attention to.

It doesn’t matter if you’re running a local real estate blog, a large multi-broker website or a massive real estate information portal – knowing what people are doing, where they come from and why they visit is extremely important. Using an analytics tool for your website is vital for growth and for increasing your business.

So, you know you need to do something, but the tool you use might vary depending up on the need. After all, there’s no reason to nail that picture to the wall with a sledgehammer. If you’re running a large site, and need to ensure that you get the best ROI, a tool that can do the heavy lifting for you is important. However, if you’re running a blog or small site, some basic information is all you need.

Many of us used to use server-side stat tools to parse our log files, however in this case I’m going to cover just the tools that use a piece of embedded Javascript.

Tools for Serious Analysis
Google Analytics
I use this for a number of websites due to it being a comprehensive tool that allows me to run multiple sites through the same control panel. It’s a free tool that gives you a great amount of detailed information about what users are doing and where they came from. You have the ability to create funnels and track usage down specific tracks. If you run Google AdWords, there is tight integration with your campaigns. One thing that I don’t like is that it’s not real time, it is updated once every 24 hours.

GetClicky (pMetrics is a white label)
A tool that was designed for people who make money through their websites. I added it here because I wanted to show a tool that had real time statistics and that also gives an incredible amount of detail on each user that visits the site. For small sites it’s free, but large sites can cost up to $5.99 month.

Specialized Tools
CrazyEgg
If you want to see a heatmap of where your visitors are hovering on your site and what they do, this is a good tool.

103Bees
Offers a much more detailed analysis of the SEO value on your site. What keywords are driving them and where you rank in the search engines for those keywords.

Mint
Only if you use a Mac. Personally, I like using Mint a lot for my blog. It gives me a quick overview of what’s happening.

FeedBurner
This is a good tool for monitoring your RSS feeds if you have a blog. They also provide some very useful tools that help syndicate your content. Their web statistics package is very strange though – the numbers just don’t add up. Stick with their feed tools.

WordPress Stats Plugins
If you run a WordPress blog, and you want to install a simple plugin to do this for you, try WordPress.com Stats, WP-Stats, or Open Web Analytics . If you would like tighter integration between FeedBurner and Google Analytics that generates WordPress reports, try the Google Analytics and Feedburner Reports Plugin.

[Updated: pMetrics is just a white label of GetClicky, a much more reliable alternative.]

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My interview with Rich Barton, founder and CEO of Zillow.

More at Inman TV.

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