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Creating Dialogue with Internet Viewers

by Jim Crawford

When we build a website, we invariably want to see closings from it, but the truth of it is that it takes time to learn how to coax the anonymous internet viewer into a dialogue where we can convert the lead into a client that we can close.

In the not so distant past, when our marketing was print media, the expected response was very predictable. In traditional marketing, the dialogue usually began with a phone call, "How much is that home, where is it located, what subdivision is it in… etc?" Perhaps we even used scripts to keep the dialogue moving along. The Internet is quite different, and so we have to rethink our approach. Since we cannot use a script, it is a difficult and daunting task to coax a dialogue from an initial Internet e-mail or inquiry. Let's look at some levels of effective response strategies as we try to grow our Internet business.

Initially, when we are just starting our Internet business, the inquiries may be just a few e-mails requesting more information. At this stage, a phone call (if they provide a contact number) or small text note consisting of a few lines will suffice. Do not be surprised or discouraged if it is fake e-mail address, or a disconnected or a fax number. Again, it is the anonymous nature of the Internet viewer!

So here's a tip that works… if a person inquires about a listing, give them a brief response, and without giving too much information, tease them with a few lines like… "Yes that is a great listing, but for 180K, would you like to find a larger home with a basement?" You can vary the response, depending on the property they choose. Read between the lines of the home that they're inquiring on, and ask a question of them. At this stage, this is the best type of response to create a dialogue. There is no need to be labor intense with a wordy response. We are trying to draw the viewer out into the open, and identify their needs so we can convert them to prospect or client.

However, as inquiries start to grow they become unmanageable, and time consuming. For the inquiries sound alike, and require similar responses, it is now impractical to send an individual note. We must now think of other ways to be more effective in our response and time management. For these routine notes, it would now be wise to use small text files or signatures that can be cut, pasted and inserted into the body of the response. These text responses can be for: For sale by owners, a request for more information on a listing number, or a thank you for visiting our site, etc.

When we receive e-mail inquiries from For Sale By Owners…announcing their homes are for sale, a very effective response is with a FSBO signature file which can be pasted as a response….  

"Thank you for letting us know your home is for sale, but chances are you will not sell without being in the MLS system. However, we've helped many others like yourself, please call us if you need more information, or would like to discuss…."

Expect calls from about 50% of them! I recommend that you do not send any other responses. The less said, the better. This is one of the best ideas with FSBOs!

As the level of inquiries grow or double, a smart auto-response system will work much better for your time management. It's a wise tool to prevent burnout! The best one that I've come across, and I use daily is ipersonalservice.com. It's a smart auto-response system developed by www.Com-stock.com as a method to identify and follow up with website viewers. In exchange for a person's name, e-mail address, and phone number, they are allowed to view virtual tours. The area code triggers a local or a response to a relocating buyer that has an area code that identifies it as a out-of-area phone number. This is an incredible tool, but keep in mind it is important for the consumer to have the ability to opt in or out at any time. IpersonalService.com provides this ability for the consumer, or myself to add or delete them at any time from the system.

So lets re-cap at this point the was that you can create a dialogue:  

• Phone or custom e-mail a response to the inquiring viewer

• Use pasted text messages signatures, text files, or rules / filters in your mail system

• Auto-response system that identifies needs

But are these the only ways that you can create a dialogue or maintain contact with potential clients or past customers? The answer is "No!" There are other very effective tools that keep your name, and services in front of the consumer. Some very effective tools I've used very effectively are a monthly newsletter, and Market Conditions Reports. Both create an excellent opportunity to create a meaningful dialogue with past clients, buyers and sellers.

The newsletter is a great way to groom past clients, associates, and your sphere of influence to cultivate leads, and close sales. It compliments your marketing to your contact base. I have been using the Realty Times Newsletter for several years with great success. The benefits are obvious, listings, and personal referrals from past clients or friends. It is a great way to keep our names in front of past clients, acquaintances or potential clients.

Recently, we've started using the Realty Times iMarketing Program in which we are very impressed with the results. The immediate benefits are that it creates the image that we are the experts in our area for current market conditions. Who does that impact? Perhaps an out-of-state homeowner that wants to know the current market price of a rental property that they are thinking of selling. We have already listed several properties this way. The Market Conditions Reporter will also attract buyers and persons that are relocating and need a market snapshot from a local expert. This information will provide consumers with the information they are looking for, before buying or selling a home, and that will create a productive dialogue of its own.