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One of the fastest-growing top-level domains, .REALTOR is changing the way REALTORS® are searched for on the Internet. .REALTOR was launched exclusively for members of the National Association of REALTORS® to help brokers and REALTORS® separate themselves from others working in the real estate industry, and to make it easier for consumers to locate a trusted, valued source of real estate information, resources and services online.

The online world is crowded and competitive, but with the launch of the latest .REALTOR feature, agents can now stand out by leveraging their earned designations or certifications in a .REALTOR domain (Web address). Agents who have received designations and certifications are already marketing their credentials on business cards and marketing pieces. They can now take it a step further by adding credentials to their Web address.

Grab Your Web Address Before Someone Else Does
Setting up a dedicated .REALTOR domain is easy. The first step is to visit www.claim.REALTOR and sign up for an account. Once you or your agent has an account, claim the .REALTOR domain. Agents must use their first, last, or full name in the domain name, which can now be followed by an earned designation, such as an Accredited Buyer’s Representative (ABR®) (i.e., NameABR.REALTOR).

Get Creative
Encourage agents to get creative with their new Web address. Agents can add descriptors such as areas served, zip or area code and real estate specialty, including their designation or certification, to their name. Keep it short and memorable.

Agents may want to create specialized marketing websites to promote their forte or direct consumers to a specific page, as well. For example, Marie is an ABR®, and her .REALTOR Web address, ChicagoMarieABR.REALTOR, points to her blog, highlighting the benefits of working with a buyer’s agent, testimonials and information on the ABR® designation.

Develop Content for Target Audiences
After set-up, it’s time to populate the .REALTOR website with content. Encourage agents to create specific messaging for their specialty. Taking the example from above, Marie’s ABR® .REALTOR site should have homebuyer content sourced from her experiences, local area information, or a FAQ page. It’s also a good idea to post a Prospect ID form and a Buyer Needs Assessment Worksheet so clients can provide information that helps agents safely and effectively work for them. Show agents how to use HouseLogic to source content that is useful to homeowners and buyers that can easily be shared on their .REALTOR site. Marie’s site could also include resources from the Member Center at REBAC.net, including consumer one-sheet content or a contact form to receive a Home Buyer’s Toolkit.

In today’s world, consumers start their search on the Internet, so it’s important to strengthen your online presence. Specialization sets your firm and your agents apart. It also tells consumers what’s different about you as a REALTOR®. Don’t make clients guess. Make it known that your office can help them through the home-buying process.

.REALTOR is available to members of NAR and CREA. Get your first .REALTOR Web address free for the first year, and now through June 30, 2016, you can also save 20 percent on your purchase of additional domains by entering code ABR20. To claim your .REALTOR Web address, visit www.claim.REALTOR.

Marc Gould is vice president, Business Specialties, for NAR and executive director of REBAC. A wholly-owned subsidiary of NAR, The Real Estate Buyer’s Agent Council (REBAC) is the world’s largest association of real estate professionals focusing specifically on representing the real estate buyer. With more than 30,000 active members, REBAC awards the Accredited Buyer’s Representative (ABR®) designation to REALTORS® who work directly with buyer-clients.

For more information, visit www.REBAC.net.

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