Portrait of the Artist

Recently, there have been a number of posts on the Message Board relating to website content and, in particular, giving feedback relating to content on another member's site.  These discussions may revolve around one person's Point2 Agent website, and while the member who asked the initial question may receive the specific assitance, there is inevitably advice that everyone can use for their own sites.  One such piece of advice was related to focusing on providing neighborhood and listing information, rather than the site owner(s) and what he/she/they can do for their customers.

Now, that might instantly beg the question: "Yes, but don't customers look for someone who is friendly, helpful, and willing to focus on them?".  The answer?  Yes, they are.  Keep in mind, though, that online visitors who are searching for properties are, ultimately, looking for a place to live.  Part of the process of procuring that place to live is to have someone who is friendly and helpful actually assist them in achieving that ultimate goal. 

Let's consider an online search that we have all likely done: vehicles.  In considering purchasing a newer vehicle, we likely went online to see some of the makes and models on the market, compare gas mileage, read consumer reviews, look into what is included as part of the standard package versus additional charges, so on and so forth.  In going to a website, we were wanting information on a specific vehicle.  Now, consider what your reaction would have been if you had gone to that website and the pages focused on a sales person you might see at the dealership.  Would you have been annoyed, surprised, turned off?  Or, to put it bluntly, would have even cared who he or she was?  Probably not, considering you were online looking for options, for pricing, and for general information to help with your decision on what vehicle might work for you.  The key foci here: you, a vehicle.

Sales is definitely a people business, although the driving force of the sales industry is the products and the consumers needs/wants.  The really successful sales people have identified this and capitalized on it.  Think of the best sales person you have ever met when you were the consumer.  What did they do to make you feel special, to determine the correct product for you, to find you the best return on investment?  What was their focus?  Chances are, it was you.  Chances are, you left feeling great about that purchase, great about what you would be able to do with it, great about possibly working with them again in the future, great about sharing your experiences with others and recommending that sales person to others.

 
Their approach may have been in person, but the sales theory behind their interaction with you can be utilized for your website, despite the fact that you aren't physically conversing with those online visitors.  In customizing your site, all of the content comes from you and your commitment to working with Sellers to list their properties and your commitment to working with Buyers to find their new home.  Your enthusiasm, passion, dedication, and integrity will form the basis of the words you choose, the focus you put on those visitors reading your site, and your commitment to them.  Focusing on them on your website before they are clients means that you will continue to focus on them when they decide to work with you.  That relationship, that trust, that commitment stems from you.

Perhaps Oscar Wilde said it best: "Every portrait that is painted with feeling is a portrait of the artist, not of the sitter."  This quote conjures up thoughts of Leonardo da Vinci's "Mona Lisa".  In viewing the painting, it is obviously a portrait of a lady.  Delving into it further though, there are subtle resemblances to da Vinci himself.  The focus was on her, but a part of himself is also included.  The focus can be on your potential clients, but also about how you plan on working with them, providing assistance, and ensuring their satisfaction.  Paint that story, that commitment, that plan in the content of your website, and it will be apparent that you, as the owner of the site and the real estate professional, is the artist who will make it all happen for them.

- Tanya Spilchak, Education Coordinator