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When your prospects visit your website, they are often confused and are searching for information that can help them make a real estate decision. Every day, they are bombarded with contrary information about whether it’s a good time to buy or sell, the best ways to go about doing this, what the press thinks about real estate, how their friends and family feel, and so forth.

They are looking for someone who can serve as a trusted advisor, almost like a consumer advocate, who can guide them through this stressful process and make it easy for them to understand exactly what needs to happen for them to buy or sell their home.

But they won’t believe just any Joe Smith who claims he’s a real estate expert. They want proof–is this real estate agent “for real?” Is he credible? Can he do what he says? Here’s how you can provide that proof.

• Your unique selling proposition – You tell people who you are, why you are different from other agents, and why they should choose you. Learn more about creating your unique selling proposition (USP).

• Social Proof – While anyone can “toot their own horn,” you want to show prospects evidence that others are confident you do what you say. To do that, you can include testimonials and case studies from happy clients, awards and credentials from industry associations, and publications about you and media appearances from the press.

• Web copy that speaks to their problems and concerns – Instead of focusing solely on you and what you can do for prospects, put yourself in the minds of your prospects and write to their concerns. Demonstrate you aren’t just an expert in selling local real estate, but you empathize with them as they make one of the biggest decisions of their lifetime.

• Educational resources – Most people think if you frequently publish articles or have written a book or give talks on a particular topic, you must be an expert on the subject. Use your website to showcase your expertise by offering free reports, articles for download, a local real estate blog, or other high-value content for download.

Tricia Andreassen is the CEO/founder of Pro Step Marketing and owner of She is an author, speaker and coach specializing in Web marketing and lead generation tactics. She is also a monthly columnist for RISMedia’s Real Estate magazine and a speaker for the Broker Agent Speakers Bureau.

For more information, visit