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?