Ask HomeGain – September-October 2010 Issue

As featured in the September-October issue of the HomeGain Agent Success Newsletter under “Agent Question of the Month”:

Question: I recently signed up for your BuyerLink program and am very pleased with the results. Can you please remind me about the most important aspects of the program and how I can be most successful with it?

Answer:

Thank you for your question. We are glad you asked for clarification because there are several aspects of the BuyerLink program which are important to understand. One of the most important things to understand is the rate that consumers register their contact information on your web site.

An average web site under average market conditions will generate about an 8 – 10% registration rate. Our Outlandish landing page (free of charge) tends to generate an average of 12 – 14% registration rate. Nothing is absolute and rates will vary according to market conditions.

It is important to understand that the landing page on your web site is the consumer’s first experience with you. You have about 7 seconds to capture their attention and keep them on your site long enough to register their contact information. Here are some specific elements of a good landing page:

• An IDX link to the local Multiple Listing Service – This will satisfy the consumer’s expectation to search for active listings.
• A picture of a home or a featured listing – It draws the attention of the consumer.
• Registration fields for their name, email address and telephone number – It is best not to require a telephone number because that tends to reduce the registration rate. Calling online consumers tends to be more intrusive than receiving an email.

Buyers who are unfamiliar with the area need as much information as possible and the more information you can give them, the better. Consider adding the following information to increase the value of your landing page:

• Identify your market area – School district and neighborhood reports are extremely valuable for someone who is relocating. Also, many states have cities with similar names.
• Include a privacy policy – Let the consumer know that you only need their contact information to communicate with them and the information will not be shared.
• Include all your contact information- Give the consumer every opportunity to communicate with you.

To truly be successful with BuyerLink you must have automated follow up systems in place. Following up with consumers is an art. Too frequently is not good and insufficient contact will allow other agents to cut in.

Use the auto-responder on your web site to send a quick thank you to the consumer when they register on your site. Automating your follow ups will allow you to perform other tasks and still stay in touch. Speed of response to their registration and a personalized response are keys to success with BuyerLink.

Online consumers tend to take 4-6 months before they are ready to transact. Under more difficult market conditions or in a tough economy, it may well be longer. If your expectations are that you will have a signed buyer’s agreement on your desk in a month or two, you will need to shift that point of view. This is why you should look at BuyerLink as a pipeline building tool.

I hope that these suggestions help you. If you have other questions, please send us an email at agent@homegain.com or call Client Services at (866) 512 – 7918.