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You have a good Web site. You have updated and added to your content on a regular basis. You have a wealth of information for consumers. You are getting numerous inquires from your site. If all of this applies to you, your next task is to focus on “The Golden Hour.” I first heard this term from CyberStar® Glen Gill of Landmark Properties, Sugar Land, TX. Glen’s excellent site has been up for years, and he receives a lot of inquiries. Fortunately, he realizes the importance of a quick response to these inquiries. It is Glen’s contention that you have one hour to get back to an email inquiry. After that, he says, your success rate in capturing that prospect diminishes rapidly. Anyone who understands how prospects look for information on the Web understands his point. Viewers looking at your site also look at other agents’ sites. In all likelihood, they have queried several agents. The cold, hard fact is that the first person to respond to their inquiry usually gets their business! Your goal, then, is to make sure that you are the first to get back to the prospect. There are several ways in which you can accomplish this. The first option is to have an “auto responder” on your site. An auto responder insures that all inquiries are answered immediately. You do nothing: the auto responder automatically sends out a message that you have written and stored. Your Advanced Access site makes it easy for you to enter an auto responder message to any form on your site (through your Form Manager), and you should do so. You can customize your forms and your auto responder messages. Your other option is to personally respond to each inquiry within one hour. There are several tools that can help you do this:
If you have added VisualTour.com virtual tours to your listings (and you should!), you have another money-making option: the “Page Me” feature on your tour. When a site visitor clicks on “Page Me,” the inquiry immediately goes to your email and/or any phone with text message capability. The message gives you the prospect’s phone number and identifies the home he or she is inquiring about. Imagine the impact you will have by getting back to the prospect within two minutes to his or her inquiry! With regards to your actual auto responder message, try this success tip: ask three questions in the body of the message. By doing so, you are able to separate serious inquires from the “lukewarm” inquiries. In other words, if they get back to you with answers, you know you have a serious prospect. Immediately put serious prospects into a long-term action plan in your database so that you can automatically follow-up on them. Here is a suggested auto responder message for a buyer inquiry, one which will bring more results than the standard and non-inspiring, “I am out of the office at the moment..” message.: Thank you for your inquiry. I will put together the information you requested and get it out to you shortly. In the meantime, may I ask:
Again, thank you for your inquiry, and I will get back to you shortly. The text above is for a buyer inquiry, but you can easily compose something similar for other requests such as those for:
In summary, you are going to make more money if you are the first to get back to a prospect. Be sure that the message you send is marketing oriented. You have a number of options when it comes to responding to them within the “Golden Hour.” If you have not applied any of these options, now is the time! Remember: “The Early Bird Catches The Worm”! About The Author Allen has helped hundreds of agents make more money from their Web sites through his unique Web site evaluation service. The service, which includes a 13-15 page detailed analysis of your site, includes general suggestions, a page-by-page analysis, recommended action items, and more. View other Advanced Access sites to get ideas for yours. The following are sites by CyberStars™ who have an Advanced Access website:
www.LongIslandsBestHomes.com
- Geri Sonkin Allen F. Hainge is a rare combination: an active agent for MCM Realty in Reston, VA, and one of real estate’s most successful and respected national speakers. He is the founder of the Allen F. Hainge CyberStars®, over 160 agents in the US, Canada and Australia who dominate their markets using today’s technology. He taught the nationwide CRS 206 technology course for 11 years, and he has spoken at 11 NAR National Conventions. He publishes the highly successful free online weekly real estate newsletter, “CyberStar® News & Views,” which may be obtained by emailing him at news@afhseminars.com. Several hundred agents have benefited from his popular Web site evaluation service. Allen has just published his newest book, “Secrets of the CyberStars®: Making Money With Today’s Technology.” His seminars have been given in 43 states and in Canada. |
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Read the following from real estate professionals who are using Advanced Access' Marketing Tips to their advantage:
"Danielle Kunde worked her butt off in helping me get my site up and running! Thank you so much. She is an asset to your company and I have no problem recommending her and your company to anyone!"
Bryan Greenleaf "Just wanted you to know what a great customer service department your company has and special kudos to Leah Lutz for helping me to create a "home value" form for my website. I would like to complement her on the hard work she did and for understanding my questions and putting it all together. That is why I always have recommend your company to any new agents I work with. Also, another kudos to Jeff P. who help me today to finish the form." Marc D. Schwartz
Advanced Access
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