Marketing & Leads
Different Strokes for Different Folks
Below are three emails from three different people this week. Now some reading this post will pick out one email and say, “Yes, you should never ask folks to register to see the houses, someone else will read this and say, “Yes, you should have folks register on your site.
I am seeing many sites now that show the buyers a few houses, so they see what they will get before they submit who they are.
Missy,
Thanks for assisting me with how to deal with Internet leads. Calling on the phone (if they give a valid number) has proven highly successful.
Missy,
I just wanted to look at the listings on your Web Site. I’m just window-shopping. Please don’t call me but thanks for the nice response. It seems everyone wants your information before you look. Not sure I will do this again.
Missy,
I have been working with Betty on your team and reading your blog. Just wanted you to know how much I am enjoying receiving the listings you are sending us.
My Thoughts
A home buyer can look anywhere without registering, Realtor.com, Trulia, Zillow and the majority of Broker Web-sites. I have 5 sites that buyers can look at without registering and one where they register after they see what they are going to see.
Guess which one brings our Team the most business and closed sales?
Different Strokes
One of the best ways I have found to get more business is:
- have a quality, visually appealing web site that attracts buyers
- is sticky so they come back
- follow up folks who register
- create a relationship with them
- sell them a home
Create>Call>Connect>Customer>Client=C5
Start spreading the news...
This article published on Monday, February 9th, 2009 at 1:33 pm | Contact the editor
About this Columnist (Full Profile)
Written by Missy Caulk, Associate Broker at Keller Williams Ann Arbor. Missy is the author of Ann Arbor Real Estate Talk and Blog Ann Arbor, and is also the Director for the Ann Arbor Area Board of Realtors and Member of MLS and Grievance Committee’s.
Email Missy Caulk
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Comments (10)
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Benn Rosales
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Charlene Jimenez
Missy- could you post links to the different sites so I can take a look? Thanks!
Yes, I will email you but I am out the door to an appointment. Be back in about 2 hours.
Mee too, Missy, please send me the links.. I’ll bet one of the sites is a KW microsite that you may use. I have one too..
Thanks
Jim
@missy: short, simple, and on-point
requiring registrations to get access to a commodity is not wise lead gen. relationships are key in conversions and asking visitors to give up personal info before they know you is not the way to start a profitable relationship.
you want good leads? move the free-line (give away more value), and offer something of bigger value in order to get the registrations.
Jim, I will be glad to send you the sites and yes one is KW.
Hi Mark, I appreciate your comments as I said in my post some would agree and others wouldn’t. With 58% of all my closings this past year from the internet and those from my registering site with gross commissions over 177 K just on the internet closings I believe it is the most profitable way to go.
I know there are many folks who agree with you, but the numbers don’t lie.
“0″ closings from NON Registering sites.
@missy: great numbers. i can’t argue with you there
are the sites that are working best for you ones where folks get a taste of what they can receive by registering? seeing a few houses before forcing registration?
Yes they are. They see one home, all the photos,maps, satellite images and then we show them how many homes are available in that price point. Then they must register to see the rest.
I get why agents don’t require it for the reason you mentioned. But, I really don’t care about the casual searcher, I want to attract the buyers closest to being ready. IMO the casual surfer will not give up their information. The serious one’s will.
@missy: gotcha. and i do see that as being effective (obviously, it is). you also touched on a critical element – not all visitor’s are in the same stage of buying. while a search oriented site can do well capturing those who are ready to pay and play, a blog is more apt to capture the prospect in researching phase. it’s important to know who you’re going after and where their head’s at.
Mark, in Michigan we have no move up buyers or down size buyers so we have to go after those moving in here for the U of M. (physicians, residents, professors)
I do have sales from my blog but not enough to feed my family on yet.
Before our one state recession that started in 2001, 85% if my business was referral, I saw that number change downward every year and the internet buyers go up, to the numbers I shared before. In 2006 I saw a huge shift at that time and the numbers have gone the other way.