Should You Put Advertising on Your Broker Website?

In an effort to boost their bottom line, some brokerages are looking for ways to generate revenue without increasing the percentage they're taking from agents' commission. One solution that brokers are embracing is placing ads on their website. This can be as simple as using Google AdSense or turning to real estate specific ad networks like Aculist, REALM, or a revenue sharing service like Nest4Less.

Regardless of which option you choose, it's critical that you evaluate the impact ads may have on the user experience of your website. With website advertising, it's easy to cross the line from mildly distracting to outright tacky. The former may not drive consumers away, but the latter certainly will.

Advertising most likely to be deemed as tacky or offensive to website visitors are those that directly interfere with the user experience of your site. This can be pop-up ads, audio or video ads that autoplay, or ads that block the user from continuing until they find the (often tiny) 'X' to close it out. Even ads that just sit on the side of your site can be jarring if they a) clash with your branding, or b) are so numerous that they overwhelm the page.

When evaluating an advertising solution, ask the following questions to determine if it's right for your company:

• What is the revenue share? Is it based on CPM (Cost per Thousand), CPC (Cost per Click) or CPA (Cost per Action), or a flat fee?
• Who will the advertisers be? Ideally, you want services that relate to homeownership, like home improvement store and lenders, that don't compete with what your firm offers.
• Are you able to exclude certain advertisers from appearing on your site?

• How much heavy lifting will you have to do? Will the vendor handle all the selling and billing of ads?
• On the other hand, will this vendor allow your brokerage to sell and place ads from local companies? Is there a fee for this?
• Are the ads viewable on mobile devices?
• What kind of reporting does the vendor offer? Are reports available weekly, monthly, or in real-time?
• How easy is it to deploy the ads on my website? If it's more than just copying-and-pasting code, will the vendor provide assistance?

An Alternative to Ad Networks

If you're not ready to bite the bullet by putting outright ads on your site, there are subtler options. Nest4Less, for example, offers home services directories that embed into your website. The contractors, lenders, and other related services that appear within the directory pay for their placement. But because the directory is presented as a resource to help homeowners locate needed services, it doesn't feel or appear like overt advertising.

Furthermore, Nest4Less imposes none of their own branding in their directories. This means that they integrate seamlessly with your website and don't distract visitors from the overall user experience.

To learn more about revenue sharing opportunities with Nest4Less, watch the video below: