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Click or Call

Click or call. It's a choice we often have.

~ Shop on-line or call a bricks and mortar store
~ Arrange a flight on-line or contact a travel agent (yes, they still exist, and yes, they can add value)
~ Make a restaurant reservation at Open Table or call directly

Our prospects are faced with these choices as well. At first, the tendency, for many, is to click. On a blog or a website, a link on Google. We know that about 80% of buyers are clicking before they are calling.

So, of course we need to be there so they CAN click.

At some point the choice becomes more complex - click to send that email, or pick up the phone and call the agent?

The choice depends on many factors...time of day, comfort level, need, and the tendency of that buyer or seller to use technology or to prefer a good old fashioned phone call (this can be generational, as we all have learned).

Similarly, as REALTORS we, too, have that choice, all things being equal. A prospect signs up for emailed listings through our website IDX and leaves a phone number as well as an email.

What to do?

Do we click or call?

Do they really want us to call, if not asked specifically to do so?
What will happen if we do call?
At what point is it OK to cross that line and pick up the phone, assuming a number of provided?
Do we assume that because they are clicking on the Internet that they do not want a call?

Mariana Wagner is a favorite blogger of mine in Colorado Springs. You all know her. She spoke recently at REBlogWorld08 in Las Vegas about the cycle "Click to Close," and as I was writing this I was reminded of a powerful statement she made in her talk (which was tremendous and the first of the day).

Once folks are into the cycle and at the relationship phase, and were contacted by someone on her team, "0 yelled at us for contacting them."

Powerful, because it is a huge reason why her lead conversion is so good, but also because it suggests that we, as agents, may often mistake how we should respond to our Internet leads.

Do we click or call?

While the choice MAY be simple, the impact can be tremendous, depending on what happens after the choice is made. As Mariana also said, when you contact these prospects..."be the expert you prove you are in your blog."

Of course with new technology the meaning between click and call is much more blurred. Consider Skype and Txt2day, for example.

The choice is ours to make. Whatcha think?

BTW, the mousepad I used in my photo is no mistake. Some powerful messages there

************************

If I can provide more information about Carlsbad and surrounding areas, or the housing market in general, or otherwise assist you in your homes search, please contact me by phone or text at (760) 840-1360 or email me at JDowler@remax.net.

Posted by Jeff Dowler ~ Carlsbad Real Estate ~ 760-840-1360 on 09/24/2008 06:20 PM

Comments (60)

Lead Conversion in the Technology and Tools Channel

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60 Comments on Click or Call

SEP

2008

Jeff very quickly many are moving to the click instead of calling. I am banking on that by putting myself out on the web in more and more places.

I often face this question with potential clients and will often respond and provide some information by email before calling.

Larry - amen to that. But we need to keep in mind there are choices, on both sides of the fence.

Jeff

Christine - same here. But my takeaway from Mariana was that perhaps there are more times that we SHOULD call, to make contact, to let them know we are them, but not to sell them. If they give us a phone number, well why not?

Jeff

I ask the potential client on first contact how they prefer to communicate. Some still like the old fashion way of phone calls and snail mail. I honor their preference but if it's mostly e-mail then I will fill in with a personal phone call every couple of weeks. Nothing like hearing and talking to a real human being.

I have to admit I do a lot more clicking than calling these days. I hate being put on hold and the person you end up talking to has little or no knowledge...

We have been swinging much too far to one side of the Internet pendulum. Blogging allows us to find middle ground between simply reading 'static' content with no interaction, to actually engaging in a non-threatening exchange. Once a lead provides you with their phone number, they're no longer just a lead, they've trusted you. And that is the very best time to call. Not to badger or SELL, but to simply say, Thanks for accessing my site, leaving your comment, whatever. I am here, I am human.

I am getting more clients through the internet each year. Knowing that I am trying to improve my net presence.

Hi Jeff - I'm a big clicker myself and loved your post. For me, when to call is very tricky and I am still learning on that point.

I prefer to click for information because it is annoying when instead of ansewering our question they want information from us. I understand this when someone calls on my listing and first give them some information and if they do not want to give me their telephone number it is OK. I also give them my web site info and tell them they can look up listings and not have to worry about calling different agents for different listings.

Jeff, our TEAMS highest conversion rates are when we call. Yes, they visit my Search site, send an email and give their phone number. We call first and leave no message until three tries, then we leave a short message, however the numbers at least for us show higher ROI on connecting voice to voice on a phone call.

Jeff, I think that Rich's comment says it best. Once they've left a phone number for you, they've given permission for you to call and should not be surprised or upset when you do. However, I've found that the number who leave a phone number is small compared to those that just provide an e-mail address.

It can be a good idea to email and ask "when is a good time to call you" works with a lot of people...

your friend in Charlottesville!

Jeff, I follow the lead of my clients. Some actually call me after reading my blog for months, while others email me. Once I get a call I know they are open to calling but until then, I almost never make the first phone call without being encouraged to do so. Many feel more comfortable using email and I don't think I loose anyone by respecting their choices.

Jeff, that was my biggest take away from Mariana's session. I, like Diane's comment above, would not call my internet leads until they contacted me. Yesterday was my first day of calling and I was pleasantly surprised. It makes perfect sense to call someone who took the time to leave their phone number on the registration form. I do not make the phone # a requirement so if they leave it, they're sending me a clear signal that it's okay to call. I can certainly see why the conversion rate would be significantly higher with live contact.

Great subject. My policy is to send an email asking if they would like to be called, and letting them know that I value their business and respect their privacy if they prefer to remain anonymous. I hate being called, so I treat others the way I would want to be treated. It works for me!

Wow Jeff! Thanks for the great review. First of all, it was AWESOME to meet you ... finally.

Second, I really liked Rich's comment: "Once a lead provides you with their phone number, they're no longer just a lead, they've trusted you. And that is the very best time to call. Not to badger or SELL, but to simply say, Thanks for accessing my site, leaving your comment, whatever. I am here, I am human."

I think the consumer sets the tone for communication. This is a great point. I have one client who prefers only to text, and another who communicates with me on gateway on the MLS.

I was just talking with Irina about that yesterday, and it was a big "AHA!" to me. I have been lead to believe that it's not a good idea to phone someone who contacted you through your website, but now I am definitely re-thinking that attitude.

I also like Rich's comment about them already indicating that there has been some trust established. Calling them to thank them for signing up, and asking if there is something else that you can provide them should not be considered a threat to their privacy. And if it is, maybe they weren't ever really a potential client anyway!

I will admit to resorting to clicking before calling, just because it's what I personally prefer as a communication method. I really do need to be more aware of what my clients would prefer, and your post reminded me of that. Thank you!

Jeff if someone e-mail's me and includes a phone number in the e-mail, I call. If they did not want me to call they would not have included a phone number in the e-mail. However, if they do not include a phone number or state that they would rather be contacted by e-mail initially, then I will contact them by e-mail to start with. I say to start with, because I will NOT pre-approve a Borrower without first talking to them on the phone and going over things that are best discussed on the phone and not by e-mail. Also on the phone I can also get a much better feel for the person then on a computer screen.

We by far have greater results when we call, and the sooner the better. Most are plesantly suprised by our call and happy to talk to us. We don't push sales, just ask how they are doing and if there is anything we can help them with. works well.~Rita

Ohhhh ... good topic for a well done blog post! I myself am a clicker! Although many times a phone would produce better results.... I'm still a clicker. ;-)

I go back and forth. I think I need to call more and be a little more proactive.

I think the emails are fine for the searches, etc. but every so often you really need to speak live to your clients - just to show you're both alive and especially to follow-up: "Did you see anything you liked, would you like to change any search criteria?, etc..

Jeff, I click. If someone contacts me by email I respond by email and invite them to call me. I do not call them. I just closed a transaction a couple of weeks with a buyer in England and we have never met and have never spoken. Everythng we did was by email. I sent over property details. He sent back a few that peeked his interest and I then went and looked at them and took pictures and videos.

I've done many transaction this way and it is truly my preferred way of doing business. Far less chance of miscommuications when everything is done in writing via email.

Talking on the phone is over rated.

Jeff, This is a great topic. It really boils down to the challenge that most businesses face today in understanding customer behaviors in the internet-world. We learn a lot from online shopping as it is closer a scenario in Real Estate than other internet activities. The first thing to look at is how the average individual is using the internet. In terms of Real Estate (and other large purchases), it is for research and to educate themselves. How do we know this? In Real Estate, NAR's study finds that Buyers spend typically 8 weeks online before contacting an agent. And they typically look at 10 homes (NAR 2007 Buyer Profile Report). The internet is regarded as the information source. So at the end of all of that do people typically click or call? Actually people are more likely to call if they have chosen the individual. And They may also email at the same time. People are more likely to fill out forms with large corporations because they have become tired of the maze of automated systems to get to an individual. But when it comes to a single agent, I should be able to get right to a voicemail or directly to them. We see this same behavior with retail shoppers who are more and more demanding the same experience online and in-store. If they see it online, they want to be able to go to their local store and pick it up. So they'll shop online and call the store, or use the 'in-store' pickup option if available. Regardless of the consumers choice in the manner they wish to contact you, the more important element is that the process is in place to accomodate both efficiently. This takes some thinking through and understanding expectations. And above this . . . beating the expectations. If I leave an email, I probably expect a response within 24 hours. Now the one who gets back to me in 2 to 4 hours (and not that auto-responder stuff), has great;y exceeded my expectations. Same thing with voicemail. Then you think through the steps to make that happen without peering at a screen all day. The same goes for voicemail and is probably not an issue with most as we are getting so used to checking messgaes day in and day out all day. I think the biggest challenge for Real Estate professionals has been getting out of themelves. You are not able to function in this business thinking about you and there was that luxury for a very long time. It's time to really start understanding others (your customers) and placing the systems in place to accomodate their expectations, wants, and needs.

We think a phone call and an e-mail is the key!!! The voice is a personal touch and it makes you more real. That way you are able to start a relationship with that buyer!

I like to call, I need to call more, I have so many leads I need to call more. Great posts here!

Hi Jeff,

Great reporting. Mariana's message and delivery was exceptional. She's the very first person I've seen address conversion with such great results.

I hope you don't mind me adding this, she also said "Be shamelessly and genuinely curious about the person you are speaking with to help build rapport in your call"...I thought that was an excellent perspective.

I tend to respond in like kind - if they e-mail or fill out a form online, I respond by e-mail; if they call, I call. I've felt it was an imposition to all them if they e-mailed (unless they asked me to call). From Rich's and others' comments above, maybe I have to change that perspective.

Jeff,

I agree with George, though I know this is not the directive that is popular among internet lead gurus. But I say, look at it thru the consumers eyes. So many people, consumers I have worked with or my company has where they said, I contacted so many agent and no one called me back, or, this was the first agent to call me back.

It says something.

Jeff,

It says something.

Love that Service For Life mousepad! I do Love Service For Life and have used it successfully for five years. Great Blog!

If they leave a phone number that is as if they are asking us to call. How can we not?
Also - Jeff, watch your mail. I sent you something.

A call is more powerful, more real.

Great question - I dont think there is a right or wrong answer. What we do is to email first and see how it goes from there.... if we dont hear back from the email, we try a phone call... sometimes we will ask the prospect if they prefer email or phone too.

Jeff - I prefer to call if I get a phone number because I feel I connect better over the phone. If that is not an option I will email. I do not text message - have the capability removed from my phone service. I agree - it's all about personal choice. Thanks for your post.

Jeff, this is an excellent post and some very good food for thought. I typically don't call folks who make first contact via email, even when they provide a phone number. I don't know if it's a mental block on my part or what, but my assumption is that if they wanted to talk to me they would have called (like many do) instead of emailing. If we mail back and forth a couple of times, then I feel more secure picking up the phone and knowing that I won't be intruding.

I assume that if someone sends me their phone number that they want me to call... Now, if I have a form they are filling out, I would email unless asked to call... or if the information that they wanted really needed a conversation.

If someone leaves a phone number I always call, many times I only get to leave a message but worth the try to make a personal contact,

I have been wondering about this. The comments are great. I believe you may get a higher conversion rate if you call first, though I had clicked often. It's rather interesting to note as others have commented that even though the lead leaves a phone number, there are times when you call and never get hold of the person, and is forced to leave a message. This also depends on any other information left by the prospect.

Really great post, Jeff. I always assume that including a phone number is permission to call them. And I've never had anyone get upset when I called - just the opposite, in fact.

Jeff - Almost daily I go thru the decision process to call instead of click - I've been in the business always knowing e-mail - e-mail to me is a cop-out. I just feel like I'll lose business if I don't call.

Jeff,

Hope your convention was a great one! It was great having you in class in the CRS 201 Course in Vista, Ca.

Have a great day selling!

Mike Parker - CRS

SEP

2008

It's pretty simple. If they leave a phone number - call. If not, email. If I have both an email address and a phone number I send them off an email AND call. If I have to leave a message I mention that I sent them an email and I will try to catch them later.

I have read many pundits describing the proper technique for emailing, not emailing, calling, or not calling. I basically consider all leads that come through the web as unqualified, whether they come organically or through PPC campaigns. I have had good successes when calling, especially if it is within 2 hours of the lead coming in, and right then and there I know the prospect is mine. I pretty much think based on the odds that the reward for calling is higher than the risk. Great thread my friend. Aloha from Kauai.

I've become more of a cliker than a caller. With the new phone systems and what we have to go through to talk with a live person, I find it much easier to go the internet route.

I am a much bigger clicker than caller, but when I get my new assistant settled into her new position, one of her main jobs will be to contact these prospects for me (by phone if they leave a number) and attempt to "qualify" them for me. If they don't like it, oh well, onto the next one. I have found that actually speaking with someone will tell you how serious they are. Anyone can email you from your website, even other agents to see what you do to follow up with prospects!

Jeff, Very thought provoking post. I have to agree with Rebecca ?(above) because I have heard it myself. And Mariana mentioning that "O" yelled at them indicated that it was noteworthy. Was it noteworthy because nobody else yelled at them? I say call, the upside is more valuable than the downside costs.

Bill Roberts

When a client or customer gives you their phone # regardless of what else I think they don't mind you calling and even probably expect it. It may be just me but when I give someone my phone # I am expecting an instant phone call. If I want someone to take there time about getting back to me I will give them my address or e-mail.

SEP

2008

Good Morning Jeff,

It is of course is much easier for us to just send an email. Heck we can multi task easier this way. While I don't disagree with either. I still like talking with people via the telephone. To me it much more personable.

SEP

2008

Hi Jeff, The two websites for phone and texting were interesting. I know most of us hate to do because it is not a convenient but we do need to call. I also would email.

DEC

Jeff,

Clicking is always a good way to start getting your information out to clients, but I think on a personal level, a follow up call always seems to be very professional and will let clients get to know you better! :)

DEC

If they provide me with a phone number, I will always try that first. The sooner I can reach them after they've been to my site, the better. Of course, we all get alot of bogus phone numbers or no number at all. In that case, I go the email route. I think email is fine, but it's impossible to tell if they actually get and read our email unless they respond.