Adding blog functionality to real estate websites
This Universal McCann study states that
- Blogs are a mainstream media world-wide and as a collective rival any traditional media
- The blogsphere is becoming increasingly participatory, now 184m bloggers world-wide
And as recently referred to in my previous post on the long tail, the New York Times discusses the power of blogs for real estate firms.
So why are many real estate brokerage web sites so un-blog-like? It seems to me that if consumers are familiar with blogs, frequently read and interact with blogs, brokerage sites ought to adopt “blog-like” functionality on their web sites so as to give consumers modes of “familiarity” when they visit (it’s probably safe to say that consumers interact with non-real estate sites on a much more frequent basis and, thus, their expectations for best-in-class web site experiences are set by these non-real estate sites).
For example, brokerages could create a popular search cloud. Similarly, firms could create a listings type cloud based on property type, location, lifestyle, time-on-market, foreclosure, and price. As demonstrated by Amazon’s “Customers Who Bought This Item Also Bought” product recommendation success, consumers want to know what other consumers are doing and thinking. Thus, a search cloud lets consumers take a pulse of the market by quickly perusing the cloud. Second, a listings cloud quickly lets consumers see what type and how much inventory exists without having to perform a search to get this information.
One click into either cloud quickly sifts the database and returns a results set to the consumer, and from there he/she could further refine a search; thus, reinforcing that the firm’s website is functional, speedily returns results, and respects consumers’ time. Further, these two features would go a long way towards giving consumers something “familiar” while enhancing real estate website functionality and data accessibility. All of the above combines to increase marketing penetration and consumer loyalty.