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The Internet Home Buyer
The Internet home buyer is
very different from the home buyer who walks into your office and
certainly different compared to the buyer of ten years ago. With the
advent of the Internet the home buyer has acquired access to
information that he didn't have ten years ago. The successful
Realtor has learned about these difference and understands today's Internet home buyer.
People who are considering a move or just day-dreaming about a move
can use the Internet to access information about homes anywhere in
the world. Sitting at their computer in their home or office, they
can surf the real estate websites to find what they are looking for.
At any point in time 90% of the visitors to real estate websites do
not want to talk to a Realtor and certainly are not ready top buy.
They are in an information gathering mode.
The successful on-line real
estate marketing concept utilizes elements to specifically address the needs of
this home buyer. The productive website is designed to appeal to
the home buyer and address his concerns, wants and needs. This very
successful marketing approach breaks all the rules of traditional
real estate marketing.
What are the
Buyers' Concerns, Wants and Needs?
First and foremost, the
buyer wants to feel that he will be in control and will not be
pestered by a salesperson. Second, he wants to be able to search the
MLS database and view home listings. And then he wants to be able to
request additional information at his convenience again, without
being pestered.
The Truths
The greatest volume of
Internet sourced sales occur 4 to 7 months after initial
contact. Some sales occur as long as 12 to 18 months after initial
contact. The successful Realtor utilizes automated systems to
maintain contact with the buyer throughout this time. This Realtor
never throws away an e-mail address and continually builds upon his
list of Internet contacts.
Today the home buyer on the
Internet behaves differently. He doesn't have to call a Realtor or
go to a real estate office. He doesn't have to drive a neighborhood
to find for sale signs. He can go up on the Internet and access
listings on real estate websites. But, 90% of these buyers visiting
real estate web sites do not want to talk to a Realtor. They are not
ready to buy. They do not want to be pestered by a salesperson.
Websites utilizing a traditional real estate marketing philosophy
turn off these buyers. They feel threatened by the presentation
utilized within these websites. This typically says to the buyer
"Call Me!" and includes a strong message that is trying to "sell"
the buyer on doing business with the Realtor or brokerage. These
sites turn off a large number of buyers and they will not contact
the Realtor. This buyer wants information without feeling that he is
exposing himself to a sales pitch.
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