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REALTOR® ASSOCIATION EXECUTIVE
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 The Best of the Web Fifth Annual Outstanding Realtor® Association Web Site Contest Choosing six winners from a pool of nearly 90 association Web sites is no small task, especially when you consider the differences between each association’s membership size, location, and mission. This year’s top sites in two categories represent associations from across the country that demonstrate an exceptional ability to pull together all of the critical elements that make an association site great. These sites serve up relevant business tools that help members become more successful Realtors® while answering consumers’ needs for local real estate market information. They provide an incredible amount of data, yet employ user-friendly design and organization. Judges were asked to closely evaluate each site on many factors, including: design, organization, content, and ease of use—taking into account the characteristics that make each association unique. n This year’s competition was judged by RAE’s editorial board (see page 2) and National Association publications staff. Winners receive a certificate and a winner’s logo to post on their site. Winners: Sites That Serve Primarily Members (three winners in alpha order) Oklahoma (10,000 members) http://www.oklahomarealtors.com About the site: The site’s recently revamped home page incorporates news, upcoming events, and a slide show of area landmarks. Among the site’s busiest sections are the calendar, which allows members to copy events to their PDA or Microsoft Outlook calendar, and the education links, which members use to enroll for classes and stay up-to-date on continuing education requirements. Judges said: The images that rotate on the home page are beautiful and done with the right transition and timing so that the fluidity doesn’t jar the visitor. The pastel blue accent on all the pages is a nice touch. The drop-down navigation that pops up under each section on the home page stands out from the background, making it easy to read. I really like the ‘What’s In It for You’ page for attracting new members. Rhode Island (4,400 members) http://www.rirealtors.org About the site: Redesigned in 2005 with members clearly in mind, this site is easy to navigate with color-coding: light blue for the main association site, green for the statewide MLS section, and purple for the education portal. The most popular page is the Legal Hotline, a password-protected legal resource for members on topics from commission disputes to tenant evictions. Judges said: The site has a very clean, professional look that is maintained throughout. All of the links and drop-down menus were clearly marked to give a good indication of what information was available. It does an excellent job of serving the association’s members. Extra points for allowing local boards in the state to publish their event calendars on the site. Toledo (1,600 members) http://www.toledorealtors.com About the site: Developed with input from members and updated daily, this site attracts 2,000 visitors a day to its home page. Among the most popular links are the county auditors directory, developed “so agents don’t have to scramble around looking for real estate tax information for 10 separate counties,” says MLS Director Ryan Tucholski. The association is most proud of the site’s online payments section, which has significantly cut staff administration time. Judges said: The information on the association’s home page is fresh and relevant, stating who they are and what they do in clear language. The simple and clean design remains consistent throughout. Because visitors can see the site’s first- and second-level navigation from every page, it’s easy to navigate the site. Winners: Sites Serving Members and Consumers Houston (22,000 members) http://www.har.com About the site: HAR.com has got the goods. Each feature of the site is well-planned and well-executed, from the multilingual home-search tool and “Affordable Housing Program Finder” to the free member IDX Web sites. Although the property-search page and open-house finder are most popular with the public, the association prides itself on the site’s members-only area that features more than 50 tools and services, most of which are free. Judges said: A model for relavency. MLS information is updated every 20 minutes and other information is updated hourly. Wow! HAR.com is at the forefront of technology and resources offered to both consumers and members. It is truly impressive. The Web site and all the resources available on it are clearly a priority for the association. Greater Las Vegas (15,300 members) http://www.lasvegasrealtor.com About the site: A colorful “splash” page introduces visitors to this smartly designed site, which is updated with information “as it happens,” according to IT Director Michael DellaCamera. “Committee minutes and agendas are available online immediately.” The association is in the process of creating sections that members can customize. “The future lasvegas realtor.com will dynamically adjust itself to its current visitor,” DellaCamera says. Judges said: The site’s design is attractive and professional and the look is applied consistently. White background behind most text helps readability. The site is loaded with tools, forms, and information. News and data are all very current. Liked voice playback of narrative under ‘Quality of Life’ link; nice to have information presented in something other than text. Greater Louisville (4,200 members) http://www.louisvillerealtors.com About the site: This site’s easy-to-use home-search tool is front and center on its home page—just where the consumers want it. A bonus for homebuyers is the “save” tool that allows them to later revisit properties they like best. The password-protected half of the site provides members access to online bill payment, class registration, and legislative updates. Judges said: This is the best-looking site I’ve judged. They’ve even made NRDS data look good in their ‘Find a Realtor®’ functionality. The use of images throughout the site really makes it stand out! For both members and consumers, the information they seek is easy to find. The legislative updates are particularly useful. 8 Features Judges Raved About Reading through judges’ comments on the dozens of association Web sites in this year’s contest, some strong themes emerged. The most successful sites were thoughtfully organized, were easy to read, and didn’t clutter pages with too many words or images. Here are the eight qualities that left great impressions on the judges. 1. Clean design. When consumers visit your Web site for the first time, are they overwhelmed with information and graphics, or can they scan the home page and quickly determine where to find the information they need? Simplicity won major points with judges. 2. Easy navigation. Drop-down menus, well-labeled buttons, site maps, and logical organization make it easy for visitors to find what they’re looking for. Judges were frustrated when they clicked on a link that took them to an unexpected page, or when they had to delve deep into the site to find contact numbers or other vital information. 3. Readability. As tempting as it may be to experiment with colored or textured backgrounds online, or to use light-colored text on a dark background, the best sites stick with easy-to-read black text on a light background. Write specifically for the Web with digestible bites of information and bullet points rather than long paragraphs. 4. Updated information. Visitors will come more often if they know they can find current news, calendar entries, course information, and more. Help members plan ahead by filling in important dates on your Web calendar months in advance, and keep them informed with the latest committee reports, housing market statistics, and local real estate happenings. 5. Consistency. Use the same typefaces, type sizes, design elements, and navigation tools on every page of your Web site. If you have two distinct sections for members and consumers, make sure they look and feel similar. You want the site to look unified, not pieced together. 6. Searchable databases. Make it as easy as possible for consumers to find a Realtor®, look for a home in their price range, and seek out upcoming open houses. The most innovative Web sites allow the public to search for real estate specialties and designations. 7. Business tools. Does your site help members become more successful? For many associations who entered the contest this year, the answer is “yes.” Legal resources, downloadable forms, free member Web sites, appointment managers, and online bill paying are among the handy tools associations are offering. 8. Tasteful photos. Flashy photos and slide shows can detract from the valuable information your site offers. But when done tastefully, they can highlight your community and enliven the site. Judges favored photos of local landmarks over generic stock photos, and commented that photos of staff members and recent events create a community feel. Small But Powerful These three sites prove that even small associations on a tight budget can do a great job of providing value to members and consumers on the Web. By honing in on what their members need and using their resources wisely, each of these associations has produced a Web site that impressed the judges. 1. www.montcalm-realtors.com With just over 80 members, the Montcalm County Association of Realtors® in Greenville, Mich., maintains a Web site that offers all of the essentials, including: an advanced property-search function, an open-house database, staff and committee information, and a password-protected MLS site that members can use to track activity on their properties and produce reports. “I left this site with a good feeling,” said one judge. 2. www.mynewcommunity.net Its uncluttered design and well-organized layout are what impressed judges most about this site, run by the 600-member Lorain County Association of Realtors® in Amherst, Ohio. The site serves as an educational tool for residents new to the area, with an interactive map, a list of affordable homes, school district links, and a “Find a Realtor®” search tool. Thomas Kowal, executive vice president of the association, says community service is the main objective. 3. www.nbclrealtors.org The 400-member New Braunfels Canyon Lake Association of Realtors® in Texas launched its Web site in 2005 with the goal of “providing meaningful benefits to members” and educating the public on why to use a Realtor®. The site accomplishes those goals, in addition to offering community information, links to downloadable forms, and an attractive design. “The simplicity of our site is what sets it apart,” says Association Executive Diane Mehrer. “Efficient and incredibly easy to use,” said one judge. “For a small association, I was surprised to see so much information offered.” The 2007 Best of the Web compeition opens in December 2006. |
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