I was originally going to call this “How To Do A GREAT Affiliate Site”, since I considered it a good general overview – however, I stuck with “Real Estate” since I wanted improved search engine rankings (expect a post shortly on how Search Engines are ruining the English language!)

But the fact is, I recently came across a website that I feel has done a good job of marketing their core product – in this case, Real Estate. The site is DROdio.com, and although it focuses on real estate in Virginia and Washington, DC, it’s an example of how a local service benefits by being online – and being done well.

Here’s a few observations:

• The layout is clean and professional. First impressions are important, and the site gives a good first one. Now, the topic of web design is a “hot button” issue, but I think the answer as to whether to jazz up a site with bells and whistles (or not) is simple: design for your target audience. If you’re selling video games, then put as many visual gadgets as you want in there. But for people with better things to do than go online, don’t give them a huge learning curve – and I think Real Estate is a prime example of the latter.
• Make the “Top of the Fold” count. “Top of the fold” is an old newspaper term now applied to the Internet – it refers to the top of the webpage that you initially see in your browser when visiting. MAKE IT COUNT. In this case, the top is used for clear and simple navigation (including separating Buyers from Sellers), a description of what exactly the web site is for, and a tag line. Many sites ignore this: ultimately, you don’t really want every visitor in the world, just the ones that will make you money. Giving a clear message from the start helps filter out visitors, and it also makes sure the remaining visitors know what they are getting – the key to satisfaction.
• A call to action. Visitors drop by – so now what? Far too many sites forget the call to action, or bury it down below. You want the visitor to do SOMETHING – so explain what it is, and get them doing it! In this case, the invitation is for a Real Estate get together: a powerful way to sell is person to person, and this website builds on that. For other sites, a sign up or a purchase is the call to action – NEVER forget it, and never give up trying for it!
• MULTIPLE calls to action. Let me repeat: you want the visitor to do something. This site does – repeatedly. No consultation? Perhaps you’d like to subscribe to our blog. Or call toll free? Or have a call within 15 minutes tailored to your requirements? All nicely laid out – but ALL selling the main premise – more contact and more chances to sell.
• Useful content. I’m not in the market for Maryland Real Estate – but I still clicked on and read “How To Buy A Home For 1 Penny At Closing”. The site includes search tools by location, links to videos, and more – all conveniently located. The result is a useful site – immediately. (and kudos for putting the “Note From The Owner” at the bottom – while important, it’s only read once, so putting it at the bottom keeps it out of the way of the tools people will repeatedly visit and try out).

I’d recommend DROdio.com as a template for people designing their own local needs sites. It’s well laid out for one purpose, and doesn’t let anything interfere with that purpose. If you’re looking for Real Estate in that area, the site fills your needs – and more. And THAT is the key purpose every website should aim for, fulfilling the specific needs of your visitors as well as possible – because that will keep them coming back.