English
Internet Customer Conversion: Inquiry to Lead.
1. Nature of Internet clientโsโ:
- Internet clients are often in the early stages of the buying process, exploring options without immediate commitment, unlike traditional clientsโ who are further along.
- Speed is key; responding withinโ 1-2 hours significantly increases the chance of conversion:
P(Conversion | Fast Response) > P(Conversion | Delayed Response). - Internet clients often prefer communication via email or web forms.
- They seek immediate and anonymous access to information like market data and property evaluations.
2. Strategies for Converting Internet Clients:
- Immediate Response Plan: Allocate specific times for email responses, use email management tools, enable mobile notifications, and set up automated replies. Markov Chain models can be used to calculate expected conversion rates.
- Personalization and Interaction: Avoid generic messages, personalize each message to meet specific client needs, and use short video messages to build rapport. The impact of interactive video can be measured by Click-Through Rate (CTR) and conversion rate.
- Value-Added Offerings: Offer free comparative market analysisโโ (CMA) using regression models to analyze market data and estimate property value. Example:
Price = ฮฒ0 + ฮฒ1*Size + ฮฒ2*Location + ฮต. Create valuable content on your website like articles on market trends and advice for buyers/sellers. - Systematic Marketing Plans: Implement plans like “8x8” (8 contacts in 8 weeks), “33 Touch” (33 contacts annually), or “12 Direct” (1 email monthly if only email address is available).
- Building Trust and Relationships: Be honest and transparent, listen actively, ask open-ended questions, and maintain contact even after the deal is done.
3. Conversion Tools and Technologies:
- Customer Relationship Management (CRM) software for organizing data and automating follow-ups.
- Buyer instant notification systemsโโ (BINS) to alert buyers to new properties.
- Search Engine Optimization (SEO) to improve website visibility.
- Social media marketing for engagement and branding.
- Web analytics to track website trafficโโ and user behavior.
4. Qualification and Consultation:
- Prequalification is important to determine financial ability and motivation.
- Use a qualification sheet to gather basic information.
- Conduct in-depth consultations to determine needs and desires.
5. Dealing with Different client personalitiesโ:
- Client personalities vary, so adapt communication styles accordingly.
- Be flexible in your approach to meet individual needs.
Chapter Summary
Internet inquiries differ from phone inquiries and require specialized handling. They often come from individuals in the early stages of the buying/selling process, exploring without prior readiness or commitment. Speed is crucial; respondingโ withinโ 1-2 hours is preferred. Responses should be customized, using text emails or short videos for a stronger connection. Offering value, like a free CMA, can be exchanged for contact and property details. After the initial response, a systematic marketing plan (e.g., 8x8, 33 Touch, 12 Direct) ensures regular, valuable communication. Respect the privacy of internet users and avoid pressuring phone calls before they are ready. A thorough consultation is necessary to identify needs and determine the urgency of the client’s real estate need.
