Interpreting Buying/Selling Signals in a New Way
“Digital Body Language”, written by Steven Woods is my current read in progress. I’m interested in the subject as we become proficient in communicating and reading the body language of our clients in Digital Land. I’m sure as I move along further in this book, I’ll have more to share from his perspective, but again, the subject is one that if we don’t stop and take a closer look at digital behavior – it’s possible to be left in that cloud of dust.
With many buyers/sellers using the information that we provide to them (I hope you are providing them information), they do a lot of their research and prep work before we have the chance for face-to-face. We don’t have the benefit of the clear signs of rolling eyes, arms crossed, eyebrows raised; we have to learn to interpret the interest and motivation in a buyer through their activity – some they choose to reveal by giving it to us and some can determine by evaluating their online behavior.
Using Online Behavior Analytics
Statistics and data serve a lot of purposes – they support or negate the prices of homes and can provide assistance in the decision process of how to proceed in closing the deal. Research with digital behavior of a potential client or lead can also provide some insight to the characteristics we like to see in a serious home buyer or seller.
Usage of Web Sites
Here are some behavioral traits you can track with digital body language that will help you in prioritizing the level of interest and helps to evaluate what the next step should be with a lead: (Disclaimer: Exceptions to every rule, of course)
- Clicker: Is the person a clicker? Just clicking on all of your buttons, links, boxes to see what is next – only staying on the page long enough for it to load? Quickly moving on? This is common in someone just checking out your site design and the information you provide.
- Dreamer: The dreamers look at all sorts of homes in all areas. They are not even focused on a state, you’ll find them a lot in the higher price ranges, searching with no limits.
- Researcher: The length of time spent on the area pages/posts/information about schools and/or community you have on the site in combination with some housing searches can show a person is really researching the details.
- Interviewer: Home sellers will often spend some time looking at what marketing you are doing and your bio/about me page. If you have some “recent sold” statistics – pay attention to visits and length of time here.
- Revealer: Is information provided to you in an email or registration form that reveals a real name, email, or phone number? Or was it refused?
There are many ways to figure out level of seriousness – just be aware and pay attention. I look forward to implementing many of these into my own sites with stats to assist with knowing where to put most time and effort in the bond and nurture stage waiting for the ready and able.