Today’s prospective buyers are increasingly using the Internet to shop for a new home. Turning Internet inquiries into promising on-site tours demands
that sales-searching builders and communities have a strong, well-crafted Internet presence. In addition, establishing and maintaining a great “web-side” manner is just as important. Since a web visit is often how your customers make first contact, the impression you make at this point can color their opinion of your company’s entire building or buying process.  Don’t squander this one-time opportunity to start out on the right foot.

1. Don’t give them every small detail.
Show them what makes your community or product unique. Include photos that make the viewer want to see more. Explain your location - the character of
the town or city and its advantages, the presence of great schools or shopping. General price points, model homes and small floorplans can be used to build interest and excitement. Pique their interest but leave enough to their imagination to encourage on-site visits.

2. Contact us, please!
Infuse your website with your contact information. It should be on every page - address with zip code and phone number. Offer the visitor the opportunity to sign up for e-news - community updates, newsletters, etc.  This will lay the foundation for a trusted relationship between you and your web visitors.

3. Make an Inquiry Response Plan.
When you receive an Internet inquiry, what do you do with it? If you’re serious about increasing sales, you can’t afford to let a single lead fall through the cracks. Website prospects should receive some kind of response from you immediately. The easiest way to ensure an instant reply is by using an auto responder. When prospects e-mail you from your website, they can receive an instant e-reply thanking them for their interest and informing them of what follow-up to expect - information packet and/or phone call.

4. Promote lead accountability among salespeople.
Make sure your sales force implements your Inquiry Response Plan. They are on the front lines of the battle for sales; their cooperation is vital.  Keep track of the Internet leads that funnel into your office and ensure each one receives an appropriate response.

5. Build a relationship to keep them coming back.
Use your site as a relationship-building tool. One of the easiest and quickest ways to get potential prospects involved in your community is by enticing them to frequent your website. Create an environment of trust and offer yourself as an industry expert that can help them with their decision.  This will increase awareness of your site, endear them to you and, most importantly, keep them coming back. Frequently updated information or reference tools such as “Golf Tip of the Month,“ mortgage calculators,  real estate buying tips, newsletters, “Featured Home of the Month” or a calendar of events encourage repeat visits to your site.

Prepare to get qualified leads from your well designed, enticing and informative website - and - maintain a sales force that is ready to respond and ready to turn leads into sales!

STATISTICS:
Who Shops for Homes Online

It is estimated that in 2003, 4 out of 10 homebuyers will use the web to
shop for a home.
National Association of Realtors

35% of Internet buyers search for ‘information about the area’ of the
community they’re interested in, second in popularity only to ‘listings’
category.
National Association of Realtors

63% of homebuyers surveyed reported the Internet shortened the search time
for finding a new home.
National Association of Realtors

Internet buyers are wealthier and buy more expensive homes.
California Association of Realtors

Of those who used the web to find a new home, 97% say they plan to use it
again next time they’re in the home buying market.
California Association of Realtors