You Can’t Do Business With Just A Face

 
I was talking with a realtor friend of mine about her website. She was wondering how to make it more effective for her business. She has a nice site with all the latest bells and whistles. It probably cost one or two commission checks and that is a lot considering the cost of Cape Cod real estate. I told her she had to think three dimensionally rather than living in the world of just text and JPEGs.

Imagine having to do business with just a cardboard cut out for a face and a sign saying “Hi”. Potential clients wouldn’t have any sense for who you are beyond this. If this was how business was done then not much business would be happening. Isn’t this what most websites boil down to? Sure you can pass on valuable information, create great content and have beautiful pictures, but they are still two dimensional, devoid of an owners presence, voice and passion.

 This facelessness has been one of the largest obstacles to e-commerce. People like to do business with people. You get uneasy when you don’t know who you are dealing with. Especially in industries fueled by personality, hospitality and face-to-face service this is imperative. In real estate, lodging, construction, etc. etc. etc. . . people will invariably do business with those who they connect with, like and/or are inspired by. For websites to be highly effective you must connect with your customers. Video clips accomplish this.

My friend realizes how much her industry has changed in the last couple of years. According to the National Association of Realtors  , 80% of buyers start their search for a home on-line. You only have one chance to make a good impression and I recommended to her that she include short introductory video clips on her site. Targeted video that actually reaches out and connects to potential clients. They will view it and will feel that they know you. Chamberlain Research conducted a study and asked, “Would you be more willing to buy from a company whose site has streaming video?” 82.6% of responders said yes. Hmm, that says a little something doesn’t it? 

What is going to sell your business? You are, so it is crucial that people can see you, hear you and pick up your “vibe”. It is a golden opportunity to present yourself in a positive way, connect to customers and stick out from the rest of the herd. It can be as simple as just saying, “Hi, I am so and so” or as in-depth and specific as you can think. Go look at one example on my site which I change regularly. In this clip I talk about some of the philosophy of our business.