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Related Articles

How to Capture Leads with Your Real Estate Website
Many agents believe that simply having a real estate website is enough to capture a sizeable number of leads. But while that may have been true in the early days of the internet, relying on your average, run-of-the-mill site today is a surefire way to miss out on new business. So, if you're finding your website is doing little more than taking up space online, you're probably guilty of a few of the below. Why isn't my real estate website capturing leads? Your website looks ancient If your website looks like you haven't put any care into it since it was first launched in 1996, you're not going to generate any leads. It's that simple. The majority of today's homebuyers and sellers, spurred on by the pandemic, are seeking out digitally adept agents. If they're a seller, they know that getting the best deal depends on effectively advertising their home via both traditional and digital (e.g., digital marketing, virtual tours and walkthroughs, etc.) channels. If they're a buyer, they're looking for assurance that an agent will be able to locate (and close) on the best home for them, however and wherever it's listed—especially in a sellers' market where a sizeable number of properties are for sale for less than a week. An archaic website screams you're not with the times. You've ignored the back end for too long Maybe you built your website yourself and weren't altogether sure what you were doing. Maybe you hired your nephew to handle the design a few years back. Regardless, your site isn't functioning like it once was. Links are broken. CTAs don't work. Pages take forever to load—if they load at all. And your once-beautiful property photographs now fail to populate. As much as we'd like to think that websites are static, set-it-and-forget-it solutions, they're not. Websites need maintenance. And one in disrepair will not only frustrate and deter prospective buyers and sellers, but Google will push it down search rankings, believing your business may now be defunct. You don't offer property search There's no shortage of sites consumers can use to conduct their property search. So without the ability to do so on your website, what are the chances you'll win more business? What's more likely: They use another agent's website and then come back to your website, contact, and hire you? Or they work with the agent whose site they've already found helpful? Exactly. You don't have any effective lead capture Not all CTAs are created equally. Many agents mistakenly believe they can place a "Contact Me" button somewhere on their website and that alone will drive interested prospects. But it won't. The most effective lead capture forms are those that offer value to the consumer. CTAs tied to an offer have been found to increase conversion rates by as much as 121%. Examples of these for real estate agents include newsletter signups, market reports, and free home valuations. How to Capture Leads with Your Real Estate Website Assuming you've corrected the aforementioned issues and added effective lead capture forms, your next step should be to include your website in any and all marketing materials. If you're promoting your business via paid advertising—social and search—make sure you've included a link to your site. If you have a Google business profile, a necessary digital marketing tool for any real estate agent, make sure your profile links out to your website. Promote your website on all your social media platforms, and don't forget to include it on any offline print collateral you produce. Beyond promotion, keep your site updated often with fresh, new content, such as photos and market insights. Showcase your recent successes, and if you've had any business that has been particularly noteworthy—such as a home selling fast or for far beyond its listing price—make sure to highlight that on some of your pages. Don't be afraid to brag. It's your website, after all. To view the original article, visit the Homesnap
How to Follow Up with Inbound Leads
The truth about lead generation is that there's no instant way to know which leads will turn into clients. Some will be eager to work with an agent, others won't be quite ready to buy or sell, and some won't even reply when you reach out. Not knowing who will fall into each category means that agents have to follow up with every lead. On top of that, it's important to nurture relationships over time, so you're top of mind when the window shoppers are ready to start their real estate journey in earnest. But the key to starting that relationship off on the right foot and saving yourself time is following up with all your leads quickly. Establishing a semi-automated follow-up workflow will help you reply to and nurture leads in an efficient manner so that the process won't be a time drain, especially for the leads that, unfortunately, go nowhere. Follow this four-part formula to create your own follow-up workflow for inbound leads. Respond ASAP with a personalized message In this digital age, consumers want instant gratification. When they send an email or submit their information on a lead form, they expect a fast reply. Responding within minutes of getting the lead—not hours or days—will improve your chances of connecting with them live. Wait too long and you've more than likely lost that lead, either to a competitor or cold feet, especially if too much time has passed between their initial inquiry and the time you reply to them. That's why it's important to reach out as soon as possible. If you or an assistant can't be available to field inquiries throughout the day, then set up a digital workflow. Integrate your lead submissions with your CRM so that an initial email or text is triggered as soon as a new lead arrives. CRMs make it easy to personalize automated messages. Just be sure to collect a first name in the lead submission form so you can insert it into your follow-up messages. No one wants to feel like they are part of an impersonal, automated workflow, and adding a first name is a simple, effective personal touch. Meet leads where they are It would be nice to be able to immediately call every lead as soon as they came in, but that's impractical for a busy agent. Let automated text and email communications lead your follow-up workflow, and then set aside time in your schedule each day to call priority contacts. Getting inbound leads on the phone gives you the opportunity to further qualify them and drive the conversation to schedule a meeting. Of course, connecting on the phone isn't always possible, so ensure your semi-automated workflow includes further follow-up communications with a mix of contact types, such as text, email, and phone. This gives leads the opportunity to reply to you through their preferred method. Make sure leads see your digital ads During the follow-up process, you can improve your brand awareness with leads and build trust just through advertisements. When they see your Just Listed or Just Sold ad every day as they scroll Facebook or Instagram, they'll see persuasive signals that reinforce you're a successful real estate agent. To do this, just add their phone number and/or email address to your custom audience list on the digital platforms you advertise on, such as Facebook, Google and Instagram. Your ads will run in the background, but your name will stay top of mind for your new leads. Transition stalled leads to nurture communications There's a delicate balance that real estate agents need to maintain with leads. You don't want to come across as pushy or annoying, but you also need to gather enough information to know where the lead is at in their buying or selling journey. When leads become unresponsive or difficult to connect with, it's time to transition them to a fully automated workflow. Let your email nurture campaigns—such as regular e-newsletters and market updates—and digital ads do the heavy lifting to keep you top of mind and nudge stalled leads toward reaching back out. Depending on the level of communication you already had, you may decide to include an occasional text or check-in call. Qualifying and nurturing leads is a full-time job in itself. If you don't have the bandwidth or desire to manage this part of your business, Homesnap Concierge can help. Explore the ways Homesnap Concierge can help you generate more high-quality leads. To view the original article, visit the Homesnap
The Importance of Long-term Engagement
Most homeowners would be glad to work with their real estate agent again -- but they never do. It's true. The average homeowner will own three or four properties in a lifetime, with most purchases spaced out between three and seven years. But even when they are thrilled with the service their real estate agent offered, they often end up using a different one for every transaction. How can this be? Some of the reasons are purely logistical. If someone is moving across the country, odds are they connect with a real estate agent in their desired area as one of their first steps. But there is a bigger reason: traditional real estate marketing is focused on customer acquisition, not retention. Customer acquisition can be an all-consuming part of any real estate agent's first year on the job. After that, it's important to start building referral business. This means you can spend less time going after that next client and more time building the long-term assets you need for the kind of firm you really want. In the long run, retention is easier than acquisition, which can cost 25x more. Long-term engagement is the key. And it can start with the clients you have right now. Long-Term Engagement Turns Customers into Allies for the Life of Your Business According to research from 2018, real estate agents are among the least trusted professions in America. In fact, only 11% of respondents consider real estate agents trustworthy, placing them above only politicians and car salespeople. Responses varied by region, with those out west feeling most suspicion of the profession. That's bad news, of course. But it means that when someone finds a real estate agent they trust, they don't really want to start over again from scratch. By recognizing and working with that reality, you can create lasting loyalty. That, in turn, has the potential to multiply the value of every customer relationship you hold. Getting more transactions from a single customer is an obvious example. You could double or triple lifetime value from your customers if they keep coming back to you every time they're ready to buy a new property. But that's not all: you can also get dozens of referrals from each customer over the lifetime of your practice. From that perspective, having even a handful of strong relationships could drive your revenue goals for years. After all, long before you have the opportunity to meet a client-in-waiting, that same person is expressing their desire to buy a home. . . to their family, their friends, and to just about everyone they know other than you. Referral business is a hot ticket, letting you be the very first real estate agent to talk to any buyer or seller. That positions you to build trust and continue the cycle, helping more people while growing your business. Set the Stage for Long-Term Engagement with Digital Marketing and Smart Follow-Up Real estate digital marketing becomes easier than ever when you adopt the right technology. Good technology doesn't get in the way of relationships; it makes them easier — allowing you to check in with people in helpful, meaningful ways without wasting lots of time on data entry. Here's how you can strengthen client relationships into real bonds of trust: Have a Consistent Plan for Following Up Everyone has their own schedule when it comes to following up with happy clients. It's not unusual to follow up with clients four times in the 12 months after their transaction, including on their closing day anniversary and New Year's. Some agents aim to follow up once a month. Whatever suits you best, have a plan and stick to it. Share Content Related to Home Ownership A blog is one of the most crucial features of your real estate website. To give you topics to talk about with your clients after move-in, consider creating content around homeownership topics. Maintenance, DIY, decorating, and more are all on the table and mean you can send useful content to the right clients. Use a CRM to Make Things Easier on You The DeltaNET™ 6 all-in-one solution for real estate centralizes everything you know about your clients. It gives you access to your whole history at a glance, no matter if someone is a new lead, in progress toward closing, or a satisfied customer. This saves time and keeps your contacts relevant. Treat Customers to Pleasant Surprises Relationships between people are built on sharing pleasant experiences and learning more about each other over time. You can put a little brightness into a customer's day with a handwritten note, a small gift, a coupon, or many other surprises. If they've opted in, real estate text messaging can be effective, too. RE Technology readers can try DeltaNET 6 FREE for 30 days. To view the original article, visit the Delta Media Group