Realtors Needed Discreet, Promotional Web Site

Combining effective marketing with client confidentiality was the challenge facing the Shearin Hathaway Group when it decided to establish an Internet presence. An exclusively commercial and industrial real estate firm, Shearin Hathaway handles many high-profile clients who prefer to do business quietly.

We think an ideal compromise was found in the company’s Web site, www.shearinhathaway.com. It doesn’t list anywhere near all of the firm’s inventory, but company President Jim Shearin said the dozen “featured properties” on the site are representative of its offerings.

Because commercial real estate is such a high-touch business, related Web sites typically don’t need to be as interactive as, for instance, retail sites. With prominent contact information and individual e-mail addresses for every one of its account executives, shearinhathaway.com is probably as effective of an online sales tool as a commercial Realtor could get. We thought a photo roster of its employees was also a nice touch.

DesignWorks of Rogers designed and maintains the site. It debuted in July of 2001 with the strategy of providing clients with information about and access to the firm. Shearin Hathaway estimates that the site has received more than 20,000 hits since its inception.

But the number of hits for a commercial real estate site is far less important than quick access to a firm’s brokers. And it appears the site’s information is updated regularly.

A technician called the design “simple but clean” and said it appeared well organized. He also complimented the amount of detail Shearin Hathaway included about its business.

A graphic designer on the review team said she did want to see a little more design work on the brokerage services page. Although the site is only a handful of pages deep, it would be nice to have a little more artistry.

One suggestion might be to rotate a main featured property on its home page with a large photo and description. That way Shearin Hathaway’s customers would get even greater exposure. Might not hurt to give some commercial cleaning or yard work firms or even title companies a chance to buy advertising space, too.

Since Shearin Hathaway has only recently included its Web address in its marketing efforts, we’re sure the site’s traffic — and most likely the company’s sales — will only continue to increase.