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| According to the 2006 NAR Technology survey... |
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| • | The number of real estate agents with websites has increased 129% in 5 years. If you don't have one, get one. |
| • | The Internet ranks number #3 in generating leads coming in just behind referrals and repeat clients. |
| • | Survey results prove that an investment in technology directly correlates with lead generation. Those spending $5000 on their website, obtained 60% of their leads from the Internet. |
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| Hard facts like these should inspire real estate agents to finally take the Internet seriously, if they aren't already. It may just be the marketing tool that makes or breaks their level of success in today's digital age. |
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| If you are using the Internet for leads, then be sure to follow the two rules below and starting improving your "prospect-to-client" conversion rate. |
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#1 Respond quickly |
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| Online clients are getting much quicker responses than in past years. If you're not responding to Internet inquiries within two hours, then you are falling behind over 50% of the competition out there. Responding, appropriately, within two hours will make a memorable first impression and will increase your chances to convert the inquiry into a client. |
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| If responding within two hours seems too challenging, then maybe you just need the technology to help you. Handheld PCs, like the HP iPAQ 910c Business Messenger are the perfect tool to receive and respond to emails from almost anywhere, anytime. In addition, you can store important files on them so they can be retrieved and sent as email attachments almost immediately. |
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| If you use a Handheld PC, then you can receive your online requests in virtually real time, pull up the MLS sheet on the listing noted and pull up a "1st time online request template" (see below). Type in the customizations, attach a document if necessary and press send. The online client will be so impressed and it will only have taken you just a few minutes. |
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#2 Respond appropriately |
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| Selling to online clients is completely different than dealing with those over the phone or in person. You should assume that online clients are savvy enough to collect their own information and that they value their privacy. Understand that at that first point of contact you have little to no control because the clients are anonymous. So it's critical to remember the golden rule: build rapport. In order to be successful, your response should: |
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| 1. | Satisfy their request (give them the information they requested with no strings attached) |
| 2. | Make them feel safe (don't push to compromise their privacy) |
| 3. | Give them a no/low pressure "freebie" to remember you by |
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| Sample inquiry and a first response likely to draw in the prospect |
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| To: | Bob-agent |
| From: | Susan@XXX.com |
| Subject: | 12345 Wisteria Lane |
| Date: | Thursday, November 30, 2006 8:56:31 AM |
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| I am looking to move my family into a bigger home. I found this listing on your website. Please provide me additional details about the home (list price, square footage, schools). |
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| To: | Susan@XXX.com |
| From: | Bob-agent |
| Subject: | RE: 12345 Wisteria Lane |
| Date: | Thursday, November 30, 2006 9:46:17 AM |
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| Hi Susan, |
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| I'm happy to provide you the information you requested. A document is attached that will provide the details you are looking for. |
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| I will assume that you are currently in the information gathering stage and have a preference to do your own research at the moment. Rest assured that my staff and I will not make any additional contact with you unless you specifically request it. We understand and respect that online clients value their privacy. If however, you do need additional help or information in the future, please know that we will be happy to jump in and assist you. |
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| Lastly, in an effort to provide valuable information for those looking to purchase a home, I distribute a complimentary monthly e-newsletter that is loaded with tips in searching for and finding the right home and real estate agent. Click here if you would like to receive this information. If at any time you choose to cancel this e-newsletter, you can easily do so by clicking on unsubscribe. |
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| Thanks again for visiting my site and I look forward to assisting you in the future. |
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| Bob |
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| Again, feel free to use the sample response above as your "first response template" and customize it to meet your needs. And start turning those Internet inquiries into clients! |
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