We've established why we list online. Now we are going to talk about the online shopper. The 90% that I keep referring to. In order for you to list effectively online, you have to understand what the viewer wants.
They want control
The viewer wants to control what they are viewing, and how they are viewing it. They want to look at specific parts of a listing, as many times, and for as long as they want. They want to find the information, and do the research on a location. In essence, they are doing part of what an agent would've used to do for them.
They want transparency
Honesty is the only policy in sales, and it's ok to say "I don't know, and I'll find out the answer". Viewers want to know everything about the listing. Not just the basic stuff, and I understand the disclosure laws are different from state to state. The more information you can provide, the less questions/objections you encounter.
They want anonymity
It kind of goes with the control thing. Viewers want to browse without anyone knowing that they are doing it. I've come across many sites where agents want information in order to view a listing. That's why you get "Peter Pan, thepanman94385@nobody.com, 555-0555". They will not reveal themselves until they are ready to, and if you try and force the issue? Huge resistance, don't bother trying to fight it. They know that in order to buy the property they have to talk to someone at some point.
They want a quick response
Ok, so now the mystery viewer(s) have sort of revealed themselves. I say sort of because sometimes they only give you part of their information. You may get an inquiry that only has a first name and email address. The rule is this: Whatever they put for contact info, i.e. email, phone, that is how you contact them. Most people who are still in the information gathering stage use email as a contact method. Remember, they know in order to buy, they will have to talk to someone at some point. Do not rush, or appear to rush them. They will revolt, and you'll loose them. The key is to respond to their inquiry quickly, and to provide whatever info they are requesting. If they provide a phone number, call them right away. Viewers will do inquires to multiple agents, and it's usually the first to respond gets them.
I will talk later in detail about handling leads/inquiries.
Next...The Buyer Mindset
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