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eConnect: What about the low number of REALTORS® (only 7 percent) who are regularly blogging. Is that another free tool that more agents should be utilizing?

Matthew: Not necessarily. That number may be in line with what is realistic. Most REALTORS® are hard working people, but they are not writers. The vast majority are not clever writers or in a position to write well. You can go to “REALTOR® Marketing” on Facebook, where NAR posts articles that are professionally written. You can easily share these without bothering with mail merges, newsletter mailing lists and so on. Just press the “Share” button in Facebook. It’s easy and free.

Or go on LinkedIn to the area where people are posting questions and construct an intelligent and thoughtful 10-sentence answer to someone’s question. One in 10 REALTORS® would be able to write a blog. Nine out of 10 should just republish what’s already out there. Spread the word, just don’t write the word. Concentrate on quality distribution of information.

eConnect: NAR’s Member Profile research indicates that REALTORS® on average spent about $240 last year on maintaining their Web sites (a 20-percent drop from 2007). What do you think is a reasonable amount for an agent to spend annually on site maintenance?

Matthew: if you’re really doing a Web site, you should be spending a lot more than that. If they are doing a Web site, I say $1,500 or more when you factor in pay per click and other advertising. And what about the time that you or your assistant are investing in all the updates? You have to factor in all that work. Can someone be successful with Internet marketing by spending just $200? Certainly. It doesn’t cost anything to participate in the Q&A on LinkedIn and social networking.

eConnect: Six in 10 REALTORS® reported having a Web site (90 percent report that their firm has a company Web site). Is there a need, in your opinion, for all REALTORS® to have their own Web site, if their firm has a company site?

Matthew: Having a Web site is meaningless. For most agents, having a quality page on REALTOR.com or their franchise site is more useful. The best way to reach the people is through these free social networking pages, blogs and e-mail. If I type in my own name on Google, my LinkedIn profile and blog, which are both free, are in the top search results.

Most agents have figured out, if their firm has a marketing budget bigger than their marketing budget, the agent has wisely said, “I’ll just let my broker send me the leads.” After all, any fee from the broker is still lower than SEO, pay per click and all of that. An agent can send an e-newsletter or use Facebook. All that is proactive stuff. And having a Web site is reactive. NAR’s research illustrates that agents who are spending $1,000 or more on their Web sites are only getting 10 percent of their business from that.

eConnect: Do you know of some top-notch REALTOR® Web sites that really accomplish all the areas that REALTORS® need to in order to optimize their Web presence?

Matthew: As far as agent Web sites go, Kevin Tomlinson is doing great with his site. The listings include maps, floorplans, a lot of nice photos and video. If you look at the bottom of the page, he has a lot of keywords that will drive his search engine optimization. Also, at the bottom you see he has a marketing firm doing the site for him. And you know it’s not for only $200 a year!

On the homepage, he has his blog, links to Facebook and Twitter and awesome-looking photos. There’s a nice, up-to-date photo of him right up front, so it’s personable. Yes, he has an e-newsletter and YouTube channel. The good thing about this site is that it touches all personality types, whether you are a map person, search person, quick search person, someone who just wants to browse photos and so on.

eConnect: It seems many REALTOR® sites have out-of-date information or old trends, like the lengthy intro animations with the “skip intro” link. Yet, REALTORS® do not seem to want to invest in regular updates to their sites’ look and feel. Are you saying that, for agents who don’t have time to update their sites, no Web site is better than an out-of-date site?

Matthew: That’s right. If you don’t have time to keep an up-to-date Web site, then for any free listings you may have on WCR.org and other sites, just use a link to your Facebook page instead of a Web site. That’s what a REALTOR® can easily update on a regular basis. They are not going to maintain their own Web pages. But Facebook is easy to update, and I would tell most agents to link to that. Of course if you are a broker, you need a Web site. That is critical for your company. But even then, a Web site is for your current clients and should be geared to them.

eConnect: According to NAR’s research, only 35 percent of REALTORS® are using social networking sites for business. The numbers are highest among the younger agents. Seventy-one percent of agents under 30 are using social networking compared to 32 percent of agents 50 to 59 years old. What advice would you give to the more seasoned REALTORS® about joining social networks?

Matthew: It’s important to keep in mind that, although the more seasoned REALTORS® were not into social networking with the early adopters, these Baby Boomers are now the fastest growing demographic embracing the social networking sites. It’s okay if you weren’t on there early, but most REALTORS® need to get on there now. That doesn’t mean that they have to use every site out there. Just start with one or two social networking sites.

I’ve had agents tell me, “my clients have invited me to join them on Facebook. I don’t know if I should do that.” If your customers are inviting you to join Facebook, then definitely do it. Always listen to the customer.

Matthew Ferrara is CEO of Matthew Ferrara & Company, an international real estate consulting, management, strategy and sales organization. For more than two decades, Ferrara has been helping top performing brokerages transform their marketing, technology and customer service strategies to create loyal clients and lead the competition in the next generation of real estate business.

Dianna Kawell is editor of Women’s Council’s eConnect e-newsletter. She specializes in Web content development for associations and small businesses.