COMPANY: J.W. Riker
WHERE TO FIND IT: www.riker-homes.com
CRITIQUE: J.W. Riker – recently acquired by and made a division of the region’s largest residential real estate operation, the DeWolfe Companies – is clearly interested in maintaining a personal touch with would-be clients. The company’s Web site seems to reflect that philosophy, providing basic information about services, but performing few on-line functions. There’s a dearth of so-called “bells and whistles” – a characteristic that makes the site a little boring but, thankfully, easy to use.
NAVIGATION
Navigating this site is simple, simple, simple. And that’s good, good, good by any browser’s standards. A menu bar on the left side of each page is not just the easiest way to get around, but the only way.
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CONTENT
The site works first and foremost as an advertisement for the company’s “TV Spotlight on Homes,” appearing twice a month on WNAC Fox 64. Beyond that, it is a place to get a company history and clear-cut information about services and contacts.
For the most part, Riker has managed to avoid using real estate jargon in the text. The explanation under “division of relocation services” is a good example: “The division’s main function is to assist transferees moving to and from our area and to assist in the marketing of homes for departing transferees.” You can hardly get more straightforward than that.
The company also uses the site as a recruiting tool, offering to “arrange a confidential interview today” for real estate agents in the job market.
USABILITY
This site has a couple of features that are potentially useful to a home buyer or seller. Under relocation services, there is an e-mail address and a toll-free number to get information on the city he or she is moving to, including schools.
The “preferred vendor network” is a list of businesses – from accountants to window treatments – that Riker deems top-quality and competitive in their pricing. A good tool for someone who is new to the area and doesn’t know where to start.
DESIGN
The site’s color palette – gray, black, navy and crimson – isn’t the homiest. Therefore, it seems an odd choice for a company that sells residential real estate services. The layout and fonts are blockish and bland; and what few photos are used are of stock quality. The company would do well to consult with Martha Stewart on any future revisions. Perhaps a white-maize-periwinkle-moss combo with something in a script!
WHO CREATED IT: In house
