Sticky Content, a Key to Turning Lookers into Leads

RISMEDIA, March 22, 2007-Is "sticky content" just another buzz phrase or can it mean real dollars for agents and brokers that understand and deploy its techniques? Sticky content refers to the type of information or features on a Web site that give users a compelling reason to revisit it frequently. Stickiness is also gauged by the amount of time spent on a Web site over a given period of time.

Blogs and forums have burst onto the real estate scene over the past year, but many believe it's the data-rich interactive sites which hold the key to converting leads. Planning and managing those transient relationship means profits. The good news is, if you do it once, it's done and just keeps on working day after day. The ultimate goal is to get someone to either share their contact information with you, or reach out to you because they want something more. Companies like Obeo.com, and www.FindaHome.com are expanding the boundaries of technology for their offerings in the hopes of giving Realtors the perfect sticky content to turn those lookers into leads.

Obeo has launched a suite of online tools called Space Designer^TM which allow a consumer to create interactive floor plans that can accommodate virtually every design aspect of a room, including furniture selections where consumers can place orders directly online. Prospects can visualize their lifestyle and personal tastes in an empty open space which helps to create a concrete visual foundation. This creative process is both engaging and viral as users share their design ideas and seek input with family and friends. It's sticky enough to get you the contact information you need to build rapport and convert leads.

The www.FindaHome.com model is based on location-intelligence. This real estate search engine is preparing to launch early this spring with what appears to be one of the Internet's most exhaustive integrated demographics database. Consumers are able to rank and compare almost any level of census data over an interactive map of available properties for sale. Complete with satellite views, and the ability to plot everything from airports to zoos, "it's the Web's most aggressive attempt to date to empower a consumer with location-knowledge" according to company president Scott Tatro. In addition to lookers being able to log in to save searches and identify themselves as leads, the site moves a looker beyond the photo-album mentality to give some serious attention to location. Paul Clewell, CIO of FindaHome.com believes that "when you can engage a homeowner at a higher level of discussion by providing solid information about where they're thinking about moving, then you've got a prospect who can appreciate the value of your contact."

There are a number of widgets and gizmos that have come and gone. Mortgage calculators and other tools are sticky but seldom result in leads. It's more than just occupying interest and time. For most real estate Web sites, once you've got traffic, you want to maximize the value to you, and the best way to do that, according to companies like Obeo and www.FindaHome.com is to maximize the value to them.

For more information, visit www.FindaHome.com.

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