It’s the age old dilema. Realtors have property search sites set up with one goal and one goal only – to gain leads with the idea of converting them to clients. We don’t do it as a community service, we don’t do it to be nice, we do it to build business. Consumers, on the other hand, may want to just browse properties in private. Maybe they aren’t really in the market, maybe they are looking at properties way out of their price range, maybe they are just 15 years old, who knows.
Enter the dilema….
We are told that when a consumer enters their information that you must contact them immediately (minutes really) if you have any chance of “converting” them. We are also told that a consumer needs to be “touched” or contacted an average of eight times before they engage. Those numbers, in and of themselves, can lead us to some semi-stalker behavior….We call or email immediately, we follow up, we follow up, we follow up… and maybe, just maybe they “convert”.
On the consumer side, maybe this is all a bit bothersome. Maybe they really are just searching and want to be able to search in peace and privacy, unbothered until they contact us (if ever).
So I, as a business person and Realtor, am always torn… Do I call, touch and try and convert? Do I leave them alone to search to their hearts’ content hoping they will think of me when the time comes and they really are ready to buy or sell? It is a large issue and one to not be taken lightly. Make no mistake, I am in business and the bottom line is of supreme importance, but so is perception, relationships and trust… How to balance both and win at both is the question.
To contact or not to contact, that is the question.
I’d like your input, what do you think? What is the best way to create the most engaged and mutually respectful Realtor-Consumer relationship from your online contact resulting in a good (and profitable) business experience for all?