The Online Mindset
NEOs are information junkies – the Internet is their tool of choice to discover the world of opportunities. Web designs need to be highly functional and deep in content and quality to attract and engage the NEO consumer. Glossy images and slick language are more than likely to send NEOs running.
The web site is the central part of any real estate communication program, particularly to NEOs. Yours must be a place where they can explore the project, find its idiosyncrasies and begin the process of falling in love with your offering above all others. The tone of the language is one of the most crucial aspects of connecting with the highly individualized NEO. For most projects, the simple way to achieve this is to read your current marketing copy and do the exact opposite!
The web site must be relevant and kept up to date, not just with construction photos. It is the epicenter of your relationship with a NEO. It must integrate with emerging media as a function of incremental personal engagement, but this must be achieved in an open, non-corporate way. Execute this part of your digital strategy correctly and you will engage prospects through networks you never knew existed. The future of social networking lies in the creation of communities of interest, not communities of acquaintances.
