Real estate marketing online is about getting people to stop when they visit your website.

Then you must get them to follow a desired path through the site. This path leads to your ultimate goal, which involves the reader contacting you directly or offering up their contact information.

Most web readers have heightened powers of selectiveness. They know how to hop from website to website in search of the content they want.

So if you want your website to engage the reader, and ideally evoke a response, you must first get the reader to stop. That's where headlines come in.

The Value of Headlines
An engaging headline will stop a web reader momentarily. Good content will pick up where the headline leaves off, moving the reader toward the desired goal (a phone call, a subscription, etc.). But it all starts with the headline.

When creating your headline, keep revising it until it accomplishes three things:

(1) It should capture the reader's attention and pulls them into the web page.

(2) It should identify and qualifies the audience.

(3) It should deliver a complete message to add momentum to your message.

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