10 Steps to a
Killer Broker Website

Aman Daro
VP, Integrated Marketing
McGuire Real Estate
adaro@mcguire.com
McGuire Real Estate

> 90 year old residential brokerage
> Boutique, luxury brand covering the San Francisco Bay Area
> 25...
mcguire.com
> One of the first real estate websites in SF
1. Choose Vendors Wisely
> Front-end and back-end not necessarily the same
company
– 1000Watt + Elevated Rails

> Understa...
2. Technology Shouldn’t Get in the Way
> Pick technologies for
– Ease of development and
maintenance
– What will be favora...
3. Define Your Target Audiences
>
>
>
>

Potential clients
Current sellers
Agents
Management
– Understand difference betwe...
4. Information Architecture is Underrated
> Rarely used by small/medium businesses, but critical in
information-rich websi...
5. Listings Are The Center of the Universe
> The primary reason users visit a broker
site
> Design around this objective
–...
6. SEO From the Ground Up
> Site structure should be search-engine friendly
> Unique title/headline/tight cluster of keywo...
7. Design: Less is More
> White space lets the
message “breathe”
> Home page
– Focus on few key
messages
– Allocate % of h...
8. Optimize for Conversion
> A “cool” web 2.0
site isn’t enough.
Demand ROI.
> Clear call to action
– White space
– Button...
9. Plan for The Future
> Needs will change and expand
> Site should accommodate those
changes

Photo: pigeon pair
10. Evergreen Endeavor
> Project doesn’t end after
launch
– Maintenance
– Adaptation to changing market
demands
– Consider...
www.mcguire.com
Send your feedback to:
adaro@mcguire.com
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Inman Real Estate Connect SF 2009 - How to Build a Killer Website From Scratch

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Inman Real Estate Connect SF 2009 - How to Build a Killer Website From Scratch

  1. 1. 10 Steps to a Killer Broker Website Aman Daro VP, Integrated Marketing McGuire Real Estate adaro@mcguire.com
  2. 2. McGuire Real Estate > 90 year old residential brokerage > Boutique, luxury brand covering the San Francisco Bay Area > 250 agents, 8 offices Photo: Mapjack
  3. 3. mcguire.com > One of the first real estate websites in SF
  4. 4. 1. Choose Vendors Wisely > Front-end and back-end not necessarily the same company – 1000Watt + Elevated Rails > Understanding usability and company objectives can trump project estimate > Hope you like working with them
  5. 5. 2. Technology Shouldn’t Get in the Way > Pick technologies for – Ease of development and maintenance – What will be favorable in the future > Ruby on Rails allows for very quick development > Too much Flash can be bad > Open source back end is preferred by many, but keep security in mind Photo: abigol
  6. 6. 3. Define Your Target Audiences > > > > Potential clients Current sellers Agents Management – Understand difference between management’s needs and user’s Photo: Morten Elbech Sørensen
  7. 7. 4. Information Architecture is Underrated > Rarely used by small/medium businesses, but critical in information-rich websites Simple structure = better experience = more users = more business
  8. 8. 5. Listings Are The Center of the Universe > The primary reason users visit a broker site > Design around this objective – Easy to access across site, large photos, etc. > Develop content to support this goal – Neighborhood info, stats, user-generated content, etc.
  9. 9. 6. SEO From the Ground Up > Site structure should be search-engine friendly > Unique title/headline/tight cluster of keyword phrase(s) for every page > Pick relevant keywords with Google Keyword Search Tool > Don’t forget long tail
  10. 10. 7. Design: Less is More > White space lets the message “breathe” > Home page – Focus on few key messages – Allocate % of home page real estate to priority of message
  11. 11. 8. Optimize for Conversion > A “cool” web 2.0 site isn’t enough. Demand ROI. > Clear call to action – White space – Buttons near images > Test – Google Website Optimizer
  12. 12. 9. Plan for The Future > Needs will change and expand > Site should accommodate those changes Photo: pigeon pair
  13. 13. 10. Evergreen Endeavor > Project doesn’t end after launch – Maintenance – Adaptation to changing market demands – Consider redesign in 5-7 years – Need budget and team on call Photo: Sam Howzit
  14. 14. www.mcguire.com Send your feedback to: adaro@mcguire.com
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