Number 1: Zev Freidus says there’s no substitute for a clear vision when it comes to building a successful company Web site.  “It’s essential to get the design, the contents and the functionality just right,” says Freidus, broker-owner of Boca Executive Realty in Boca Raton.

Freidus launched his site in August 2005 in conjunction with the company’s opening. “I wanted a site that looks different to the consumer,” he says.”

Freidus says he used a graphic designer, but developed the navigation approach and site functions himself, drawing on his background as a former product marketing manager for General Electric.

One of the keys to the company’s success, he says, was signing an agreement to have multiple listing service (MLS) data sent directly to the site rather than through an IDX (Internet Data Exchange) provider. “That lets us maintain our own database and present the data in a format customized for our visitors,” he says.

Judge Randy Eagar praises the site’s focus on local residential communities, which includes satellite maps that show all listings and streets from a bird’s-eye view.

Judges Dan Gooder Richard and Ira Serkes say the site’s 10-button navigation makes it simple for visitors to find information and conduct searches. “The home page puts the consumer first, and is almost entirely dedicated to property searches by type, then by area,” says Richard.

For the first few months, Freidus provided site visitors with free, open access to property searches. “We had tons of hits, but very few calls,” he says. “Then we decided to implement a registration program, and that’s really worked well for us.”

“We send weekly e-mails and encourage them to come back and look for more properties.”

Freidus says regular follow-up is essential because people searching for property on the Internet may not remember the sites they have visited. “They don’t want to start over from scratch—and you don’t want them to have to Google your site again,” he says. “So, we use e-mail to bring them back to our site.”