The right response
What Online Consumers Want from You

Phone sales techniques simply will not work with online consumers, who value anonymity and want to be in control.

BY MICHAEL RUSSER

The phone once was among the most powerful tools in a real estate practitioner’s sales arsenal — and it still is some people who can successfully work within the limits of state and federal Do-Not-Call rules.

Having taught telemarketing, I am intimately aware of the power of effective phone sales. Selling over the phone gives you the ability to apply the full force of your personality via the tone, pacing, and inflection of your voice. By actively listening to the voice of your prospects, you can learn volumes about them — their mood, willingness to engage, intelligence, and more — and you can guide their train of thought by posing certain questions.

However, if you attempt to convert online leads using the phone sales techniques you learned when you got into the real estate business, you will likely only succeed in driving prospects away. The Internet-empowered consumer is a very different animal, and you must use different techniques to win their trust and eventually win their business.

Why It’s Different on the Web

Unlike in phone sales, which is largely about taking control as soon as possible, selling to online consumers is about giving up your need for control and concentrating instead on building a relationship. Here’s a look at some of the important distinctions between the Internet-empowered consumer and phone prospects. Understanding these differences is central to developing a practical and effective protocol for converting online inquiries to closed transactions.

• Anonymity. The online consumer is completely anonymous, which creates an impenetrable buffer between you and them. Even if you don’t know the name of your phone prospect, they feel less anonymous either because you have their phone number or because they feel uncomfortable dealing with a sales personality on the other end of the line.
• Control. Since the online consumer is anonymous and communication with them is usually asynchronous (i.e. non-real time), they are in control — and they like it that way! Phone prospects on the other hand, often feel “controlled” because of the intimate nature of the real time communication with your sales personality.
• Privacy. Online consumers insist on having their privacy kept sacred while phone prospects typically feel a sense of intrusion from your call and little privacy.
• Information. Online consumers are typically much more informed about the market, neighborhoods, and the types of property they want. They also value the ability to obtain information easily without having to disclose who they are. Phone prospects must go through you for their information, which gives you a sales advantage.
  
  How to Speak Their Language
  
  How you respond to an online consumer’s initial inquiry, typically via e-mail, will make a huge difference in whether you will build rapport, trust, and a relationship that eventually leads to a sale. Show that you understand them by “speaking the language” and you’ll enjoy a higher conversion rate. Here’s an example:
  
  This typical inquiry comes into your inbox from an online consumer:
  
  From: jane454@msn.com
  Subject: 3500 Sycamore Lane
  Message:
  
  Saw this listing on your website, would like more information. Jane
  
  Here’s how you can respond in a way that will greatly increase your odds of converting Jane from a casual and anonymous inquiry into a serious client:
  
  To: jane454@msn.com
  Subject:RE: Your inquiry about 3500 Sycamore Lane – from Mary Agent
  Message:
  
  Hi Jane,
  
  Thanks for stopping by my site at www.AtlantaFirstHome.com. You will find the information you requested attached for your review.
  
  In the meantime, I realize that you are currently in the information gathering stage and may not be ready to "open up" about who you are or what your needs are at this time. Be assured this is perfectly okay, and that my staff and I will completely respect your online privacy.
  
  Also, keep in mind that my ability to help you is dependent upon understanding your particular needs and wants with respect to finding a home. So when you are ready to explore your real estate needs further, I will be happy to assist you.
  
  Have a great day, and I look forward to hearing from you.
  
  Mary
  
  P.S. As a way of saying “thanks” for visiting my site, you will receive a complementary subscription to my information-packed monthly newsletter, FIRST HOME News. This is written specifically to help first time buyers get the home of their dreams while avoiding transaction nightmares. If at any time you no longer wish to receive this newsletter, just click the link at the bottom of any issue.
  
  "I turn your first-time home dreams into reality!"
  ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
  Mary Agent Real Properties 1000 Peachtree Ave., Suite 100
  Atlanta, GA 30111
  Phone: 770.555.1124
  Fax: 770.555.1530
  ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
  Helping families into Atlanta homes for over 20 years
  Real estate licensee in the State of Georgia
  
  The ‘Critical First Response’
  
  As you read through the sample e-mail response above, ask yourself: How would I feel if I received this from a real estate practitioner? Chances are, you’d feel safe, comfortable, and understood. That’s because the practitioner was speaking your language.
  
  I call this the “Critical First Response” e-mail and highly recommend that you use it, or something similar to it, for every initial inquiry that comes in. (You can cut down the time it takes to write the e-mail by turning it into an e-mail signature, which will allow you to place it into the body of an e-mail reply with just one click of your mouse.)
  
  
  When They Provide a Phone Number
  
  There are variations to this online protocol when the initial e-mail inquiry includes the prospect’s phone number. In such a case, my suggestion is to add the following to the end of your letter:
  
  Since you included your phone number above I will assume that you want me to give you a call about your needs. If this is not the case, please let me know via e-mail and I will not contact you by phone.
  
  This allows them to stay in control and it manages their expectations. Assuming they don’t have a problem with you calling them, it will eliminate any sort of “What are you calling me for!?” response when you make contact.
  
  Know What Works Online
  
  Just as there is a structured approach for using the phone that can vastly improve your odds of turning a prospect into a client, the same holds true of working with online consumers. The key to understand that what works on the phone, will not work online. Learn to speak the language of the online consumer and chances are very good they will want to work with you.
  
  Note: Mr. Internet, Russer Communications, and its staff and officers receive no compensation from any third-party vendors and make no recommendations as to the suitability of the products or services mentioned in this article. Always thoroughly investigate any product or service before purchase.