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Technology: What Does Your Web Site Say To Consumers?

October 25, 2013

Because every REALTOR® association’s Web site is its face to the public, association executives question what their site should say to consumers about what their association is and does.

Many associations focus on providing members with business-boosting information and tools (www.orlandorealtors.org), while others focus on being the “voice for real estate” in their area, highlighting legislative and regulatory initiatives (www.illinoisrealtor.org). Some feel they are best positioned as sources of local real estate information and listings (carolinahome.com), and others aim to promote the use of a REALTOR® with membership lists and profiles. Still, most try to be all things to all visitors with a variety of tabs and menus (www.miamire.com).

Clearly, there is no single answer to what a REALTOR® association should represent to consumers who find them online. In fact, many associations maintain multiple Web sites, each representing a specific part of their mission—all this in addition to maintaining a presence on social media.

RAE found a wide array of specialty Web sites run by associations specifically for a consumer audience. Incorporate some of these great ideas into your site, or launch a specialty consumer site of your own to boost your public exposure.

“We’re the experts on the benefits of living in the area.”
These sites promote a location’s unique features, demographics, and benefits to homeowners and businesses. They position the association and its members as authorities on the area and its real estate.
Visit: Greater Las Vegas Association of REALTORS®: HomeLasVegas.com
Visit: Charlotte Regional REALTOR® Association: CarolinaHome.com
Visit: Iowa Association of REALTORS®: SeeIowaHomes.com

“We’re committed to fair housing and diversity issues.”
Visit: Illinois Association of REALTORS®: theHousingSite.org

“We can help you find home financing and grants.”
Visit: Kansas City Regional Association of REALTORS®: KCHomePrograms.com
Visit: Maryland Association of REALTORS®: mdHomePrograms.com

“We can help you connect with a REALTOR®.”
These sites detail how a REALTOR® differs from other real estate practitioners and outline the benefits of working with REALTORS®. Many offer consumers a way to search for and connect with REALTORS®.

Visit: Northern Virginia Association of REALTORS®: http://askmenvar.com
Visit: Kansas City Regional Association of REALTORS®: KCRealtorLink.com
Visit: Canadian Real Estate Association: HowRealtorsHelp.ca

“We can help you with all aspects of buying or selling a home.”
These sites provide consumers with details on buying or selling a home while promoting REALTORS® as the expert guides through this complex and life-changing event.
Visit: Illinois Association of REALTORS®: www.YourIllinoisHome.com
Visit: National Association of REALTORS®: HouseLogic.com
Visit: Washington REALTORS® Association: waHomeOwners.com

“We fight for homeowners at city hall and in Washington, D.C.”
Visit: Louisiana REALTORS®Association: LaHomeOwners.org

“We’re committed to helping homeowners avoid foreclosure.”
Visit: Hawaii Association of REALTORS®: ForeclosureHawaii.org
Visit: Nevada Association of REALTORS®: FaceofForeclosure.com

“Start your home search here!”
Visit: Baton Rouge Association of REALTORS®: mls.gbrar.com