Infuse your Web site with your contact information. It should be on every page — address with zip code and phone number. Offer the visitor the opportunity to sign up for e-news — community updates, newsletters, etc. This will lay the foundation for a trusted relationship between you and your Web visitors.
- Develop and implement an inquiry response plan.
When you receive an Internet inquiry, what do you do with it? If you're serious about increasing sales, you can't afford to let a single lead fall through the cracks. Web site prospects should receive some kind of response from you immediately. The easiest way to ensure an instant reply is by using an auto responder. When prospects e-mail you from your Web site, they can receive an instant e-reply thanking them for their interest and informing them of what follow-up to expect — i.e., an information packet, phone call or both.
- Promote lead accountability among salespeople.
Make sure your sales force implements your inquiry response plan. They are on the front lines of the battle for sales; their cooperation is vital. Keep track of the Internet leads that funnel into your office and ensure that each one receives an appropriate response.
- Build a relationship to keep them coming back.
Use your site as a relationship-building tool. One of the easiest and quickest ways to get potential prospects involved in your community is by enticing them to frequent your Web site. Create an environment of trust and offer yourself as an industry expert that can help them with their decision. This will increase awareness of your site, endear them to you and, most importantly, keep them coming back. Frequently updated information or reference tools such as "Golf Tip of the Month," mortgage calculators, real estate buying tips, newsletters, "Featured Home of the Month" or a calendar of events encourage repeat visits to your site.
Prepare to get qualified leads from your well designed, enticing and informative Web site — and — maintain a sales force that is ready to respond and ready to turn leads into sales!
Statistics: Who Shops for Homes Online
It is estimated that in 2003, four out of 10 home buyers will use the Web to shop for a home. — National Association of Realtors®
35% of Internet buyers search for "information about the area" of the community they’re interested in, second in popularity only to the "listings" category. — National Association of Realtors®
63% of home buyers surveyed reported that the Internet shortened the search time for finding a new home. — National Association of Realtors®
Internet buyers are wealthier and buy more expensive homes. — California Association of Realtors®
Of those who used the Web to find a new home, 97% say they plan to use it again next time they’re in the home buying market. — California Association of Realtors®
Amy Tharrington is president of Maximum Design & Advertising, Inc., an award-winning, advertising and design agency that specializes in real estate marketing. Headquartered in Wilmington, NC, Maximum provides successful sales and marketing solutions for projects nationally. Tharrington can be reached at 800-609-0930.
More About Web Sites in NBN Online
For more information about how to create a Web site, click here to read a related story in this issue of Nation's Building News Online.
Subscribe to NAHB's Sales & Marketing Ideas Magazine
For additional cutting-edge sales and marketing information, subscribe to NAHB’s Sales & Marketing Ideas magazine. Call 800-368-5242 x8192 to subscribe or order a copy. Visit www.nahb.org, keyword: NSMC, to learn about membership benefits of the Nationals Sales and Marketing Council and the Institute of Residential Marketing.
BuilderBooks.com Has Sales and Marketing Publications
BuilderBooks.com offers a variety of sales and marketing publications online. To view or purchase these publications, click here.
University of Housing Offers Sales and Marketing Designations
The NAHB University of Housing offers designation programs specifically for sales and marketing professionals. For more information on these programs, click here, or call 800-368-5242 x8EDU.
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