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Related Articles

Don't Make These 5 Website Design Mistakes
For real estate agents, having a website is not negotiable. It is a core part of building an online presence and serves as a destination where prospects can learn more about you and your services. You have full control over your website, which is what makes it such a powerful brand-building tool. With proper execution, your site will help you project expertise, reinforce your value, and build trust with prospective clients. The only problem is that it's quite easy to make website design mistakes that will produce the opposite of your intended effect. That is, a poorly designed website will cause potential leads to leave as quickly as they arrived, and you'll miss out on the opportunity to convert them into clients. Don't worry, though — you don't need to know a complicated coding language to avoid the most common website design mistakes. Most website builders and third-party hosts make it easy to create a clean, easy-to-navigate site. You do, however, need to know what to look for to ensure you don't flip a switch or do something that jeopardizes the strength of your site. Avoid the following five mistakes and you'll be on your way to creating a beautiful website that helps you grow your business. Mistake 1: Difficult navigation This seems like a no-brainer, but what does it actually mean? What is difficult navigation? Simply put, your website shouldn't have too many destinations for buyers and sellers to get lost in. Think of it as the difference between a fork in the road with two paths to take, or a fork in the road with a dozen paths to take — the latter is overwhelming and confusing, so it's best to keep it simple. The navigation bar that sits at the top of every page should have just a handful of options and each destination should be worded clearly and concisely. For example, you can use "Buyers" or "Search for Homes" as one of the link options. Since these are terms that users easily understand, they know that when they click the link, they will be taken to a page that is relevant to their needs. That page would host, for example, an interactive tool where buyers can search for homes through an IDX integration. Difficult navigation can also mean an experience that users aren't expecting, and if they get frustrated, they're likely to make a quick exit. Stick with the experiences that users are comfortable and familiar with, so they can assume you'll be as easy to work with as your website. Mistake 2: Busy/too much text A text-heavy site is the web equivalent of an in-your-face car dealership commercial. It's overwhelming, off-putting, and delivers too much information at once. Strive to keep your website clean, not cluttered. Leave white space around text, images, and forms. Use eye-catching photos to provide a visual break from blocks of text. Offer interactive elements to take the place of text. For example, instead of explaining how a homeowner can determine the market value of their home, use a lead capture form to offer your own expert evaluation. Mistake 3: Not mobile responsive In website lingo, responsive means that a site is built to work well on a desktop computer, tablet, and smartphone — it adapts its look to fit the device, so users have a seamless experience no matter where they view it. Essentially, the website that loads on a desktop computer will be its complete self, with a fully visible navigation at the top and each section of every page laid out in the way the website designer intended. Once you need to condense the website for tablet and mobile, those elements condense, too. The navigation menu is typically collapsed behind what's called a hamburger menu (which is three stacked horizontal lines). Components, like text and images, will be aligned vertically instead of side-by-side since the width of a mobile screen can no longer support that arrangement. If your website isn't responsive, it means that someone viewing it on their tablet or phone might have trouble navigating, and is more likely to leave out of frustration. Mistake 4: Lack of branding A generic website should be avoided if you want to stand out from your competitors and differentiate yourself in the crowded real estate space. It doesn't capture who you are, establish your expertise and unique value proposition, or reinforce your brand in any way. One of the reasons real estate agents should have a website is to build and strengthen brand awareness, and you can't do that if your generic site can be confused for any competitor's site. An easy way to incorporate your branding is to apply your logo or name, slogan (if applicable), and brand colors throughout the site. If you add those components to your header and footer, they will automatically appear on every page. You should also find relevant spots for your headshot, phone number, and email address. Mistake 5: Missing lead capture Lead capture forms encourage your website visitors to take action and are therefore important tools to help convert window shoppers into leads. Not having them placed around your site is one of the biggest web design mistakes out there. It seems obvious, but it's easy to overlook. Just pairing your email address and phone number with, "Looking to buy or sell? Contact me!" won't be persuasive enough to convince some people to get in touch. A true lead capture (also called a lead magnet) form offers buyers and sellers an irresistible reason to submit their contact details. Here are a few examples of topics that you can use to create lead magnets on your real estate website: E-newsletter signup Free home valuation Market trends/update reports Gated content (e.g., a buyer guide that will be sent out once the lead submits their email address) Free consultation session Webinar registration These are just general topics. Your lead magnet needs to persuade buyers and sellers that it's in their best interest to sign up. You wouldn't want to just write, "Submit your email address to receive my e-newsletter." Instead, you could write: "Looking to buy or sell in the Atlanta area? My weekly e-newsletter is packed with dos and don'ts specific to this area, the latest ATL market trends, and what you need to do before starting your real estate journey. Sign up to be in the know!" If you aren't familiar with building or maintaining websites, it's easier than you think to make website design mistakes that can cost you leads. More than 60,000 real estate agents around the country trust Homesnap Pro+ to handle it all for them. Take a peek at what your real estate website could look like! To view the original article, visit the Homesnap
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Is Your Website's Branding THAT Important to Home Buyers?
Here's an unpopular view I'd like you to consider. What if the branding on your website doesn't matter as much as you think? What I mean by this is that your logo and what your logo represents doesn't mean much to the average online consumer. Keller Williams, Berkshire Hathaway, Century 21, whichever brokerage -- it's all the same. To be fair, Gary Keller is an amazing salesman and marketer and his book The One Thing is one of my favorites, and Warren Buffet is a brilliant entrepreneur and investor plus who doesn't love Dairy Queen? But that doesn't really matter to the average online consumer. In this article, I will examine NAR's 2018 Profile of Home Buyers and Sellers report and share information from the report that shows the branding on your real estate website doesn't really matter to the average online consumer. 1. What Matters to the Average Online Consumer? According to NAR's 2018 Profile of Home Buyers and Sellers report, the top ten most popular website features that home buyers valued were: Photos: Very Useful (87%), Somewhat Useful (11%), Not Useful (1%), Did Not Use (1%). Detailed Information About Properties for Sale: Very Useful (85%), Somewhat Useful (14%), Not Useful (1%), Did Not Use (less than 1%). Floor Plans: Very Useful (52%), Somewhat Useful (32%), Not Useful (7%), Did Not Use (9%). Virtual Tours: Very Useful (46%), Somewhat Useful (34%), Not Useful (10%), Did Not Use (11%). Real Estate Agent Contact Information: Very Useful (42%), Somewhat Useful (31%), Not Useful (16%), Did Not Use (11%). Detailed Information About Recently Sold Homes: Very Useful (41%), Somewhat Useful (42%), Not Useful (9%), Did Not Use (7%). Neighborhood Information: Very Useful (39%), Somewhat Useful (44%), Not Useful (9%), Did Not Use (8%). Interactive Maps: Very Useful (37%), Somewhat Useful (33%), Not Useful (13%), Did Not Use (16%). Pending Sales/Contract Status: Very Useful (36%), Somewhat Useful (35%), Not Useful (15%), Did Not Use (13%). Videos: Very Useful (25%), Somewhat Useful (35%), Not Useful (16%), Did Not Use (24%). As you can see, photos, detailed information about properties for sale, and floor plans topped the charts while contact information ranked fifth. This tells me that the listings page is the by far the most important page on your website. If you're able to include and optimize these top website features on one listing page, you can compel more website traffic to want your contact information and convert them into a lead. 2. The Consumer Buying Process The statistics above paint a picture that is reflective of the consumer buying process. The consumer, for whatever reason, realizes it's time to buy a home, then they look for homes online (photos, property information, floor plans, virtual tours). Next, they look to see who they can contact to help them learn more about the home or see it in person (your contact information), then they look for relevant information about you (your past sales), and/or the home (its neighborhood). 3. Why Does Less Website Branding Matter? In digital marketing, the most successful websites focus on the consumer's experience and their needs. By focusing more on the consumer and less on your branding, you can provide the best experience possible. Making the most important features of your website clear and easy to access with minimal distractions will increase your conversion rates. How? When a consumer enjoys your website and finds it easy to use and navigate, they tend to spend more time on it, view more pages, and use more tools. They tend to trust the website if they find the information valid and valuable also. Do not forget to add lead capture forms to your most valuable content. The information should be valuable enough to make a consumer want to exchange their contact information for your content. Less branding doesn't mean no branding on your website. It just means it's not as important as you may think because it's not a priority for the consumer – the listing is. When a consumer wants to learn about you and your brand, they will, but it's not their primary focus. To view the original article, visit the TORCHx
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You Need Customer Reviews on Your Site
Seventy-nine percent of customers trust online reviews just as much as personal recommendations. In younger demographics, the figure can be even higher -- up to 91% for consumers aged 18-35. Regardless of age, most people read online reviews, and many customers won't buy until they've read a review. Don't think online reviews only matter for eCommerce stores: 87% of consumers used them to compare local businesses in 2020, up from 81% in 2019. Only a meager 48% of all respondents would even consider using a business with fewer than four stars. What does it all mean? If you don't have online reviews, you don't exist! When your neighbors go online to get help buying or selling a home, odds are they type in "real estate agents near me." On Google, that provides a list of agents along with their average star rating — and easy access to their reviews. Sites like Yelp also centralize reviews, serving as a proxy of a company's reputation. In effect, your future customers use the same methods to compare real estate agents as they do to compare pizza places or burger joints. Say what you will about whether that's fair or not: to excel in a fast-paced real estate market, you need to find ways to use it to your advantage. The best way to do that is to make sure you have customer reviews right on your website. Customer Reviews on Your Website Build Trust and Motivate Leads You can't stop people from looking on Google, Yelp, or wherever else they might search around — and most big review platforms also penalize you if you incentivize reviews in any way. But you are always entitled to ask for reviews, and all of your best online reviews should be displayed prominently on your website. Some great places to showcase reviews include: The footer that appears on each page of your site Your website's "Contact" and "About Me" pages Your calendar or scheduling app, if you use one Your social media accounts and YouTube channel When you give online reviews pride of place, you are doing more than just encouraging more business for yourself. You are adding value by creating ways for leads to make an informed decision. That's something everyone can appreciate, even though not everybody who sees your website will ultimately work with you. Let's consider some of the benefits of using online reviews on your website: 1. Reviews Foster Trust Your website is a terrific way to introduce yourself. It helps people understand who you are and what you can do for them. But that doesn't mean they want to take your word for it! Reviews function as social proof, giving greater weight to everything you say. When leads see that others "just like them" have had great experiences with you, they feel more comfortable reaching out. That helps you build rapport and work together. 2. Reviews Help People Avoid Scams On the flip side, remember that many of your clients will be first-time buyers or sellers. They may have limited or no experience working with a real estate agent. Being unfamiliar with the industry and its credentials, they are on guard for foul play. Reviews on your website are among the most important trust signals you can send. Your site may help guide others so they know what to look for in a reputable expert. 3. Reviews Draw More Website Traffic Online reviews have a major role in driving more traffic. Yes, reviews posted on Google or Yelp may inspire more people to check your site, but it goes beyond this. The reviews you post and promote help search engines to recognize you as an established and trusted local authority. Over time, posting reviews can help your website become more visible when prospects search for topics related to your business. 4. Reviews Act as "Tiebreakers" When two businesses seem similar from the outside, which one gets the sale? Usually, it's the one with a bigger roster of positive, credible reviews. This goes back to the idea that many future clients won't know the ins and outs of real estate — they depend on their agent to keep them informed. Your reviews highlight your successes, skills, customer service, and other points of comparison that could be harder to spot otherwise! Whether you're new to real estate or an old hand, it's valuable to make customer reviews an ongoing part of your practice. That means recognizing the right time to ask for reviews, following up, and cultivating reviews on your own website, as well as responding to the reviews you collect on other platforms. With its state-of-the-art real estate CRM, social media, and email marketing automation, DeltaNET is the AI-driven premier pro-tech solution to energize your promotional efforts. Try it FREE for 30 days. To view the original article, visit the Delta Media Group
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