Using a Capture Form on Your MLS Page

After posting an article to my blog referencing the Three C's of internet marketing: Create Traffic, Capture Prospects and Cultivate Clients, I received several post that disagreed with creating a capture form over the MLS page.

I firmly believe that a capture form over the MLS page should be mandatory for a serious real estate agent utilizing the internet to capture business.  First, most users want to view the MLS.  That is their objective: compare prices, search by location, view pictures, etc.  Therefore, if you are giving that information away for free, you are missing out on a huge opportunity to expand your business.

Second, you will create a filter that eliminates "tire kickers" and "time wasters".  Please understand that not all traffic is qualified traffic.  In fact only five to ten per cent of the traffic is qualified.  Therefore, nine out of ten people visiting the site will not complete a form, but that's ok.  By capturing five to ten per cent of the traffic, you have exceeded the standards of most conventional marketing campaigns.

Many agents feel that by creating a capture form over their MLS page they will drive traffic away because the prospect is able to search the MLS elsewhere without divulging personal information.  Analyze the traffic that is driven away: is it serious qualified traffic or is it "tire kicking" "time wasters?"  Are they looking for a real estate agent to help them search for a new home or are they searching to compare prices for their next refi? I think we both know the answer.  If the prospect is serious about purchasing a home in your area of expertise, then they will not hesitate to provide you with contact information such as name and email address.

Now as an agent you have to ask yourself a couple of questions:

1. Are you trying to capture qualified traffic that will be purchasing real estate in the next 3-6 months?
2. Or, are you trying to build a large database, regardless of intention?

If you are agent one, then put a capture form over your MLS page.  If you are agent two, keep it just the way it is and offer raffles, prizes & give aways to create contacts.