Many brokerages across the country have managed their online presence and successfully served clients on their websites for years. Others know they need to…and it’s never too late. A successful strategy to serve consumers on your website, often referred to as Internet Lead Management (ILM), must first start with an analysis of your goals, your company cultural, and your resources. I’m a firm believer in the under promise and over deliver philosophy.

So what is your goal when creating this ILM strategy – fast response times, 24 hours a day coverage, and the ultimate in lead capture? How about quality consumer engagement and a real a value added for sellers…or is it more about agent appeasement? Maybe it’s some version of all of the above. How will your agents view this new initiative – big brother or helping hand?

One misstep firms often make is to create a strategy where consumer inquiries on their agents’ listings are routed directly to the listing agent with no company follow up or notification (and no support). In these same firms questions on competing companies’ listings are immediately engaged by a company staff member, receiving a rapid response and connection to a quality agent. I understand the original thought behind this approach, as it takes away a lot of the “big brother” factor, but when you boil it down are you not simply providing a higher level of service to your competitors’ listings than your own?

Don’t fall into this trap. Instead provide support to your agents and a consistent response within a set timeframe to all inquiries on your website. A consistent consumer experience and strong back office support for your team will quickly develop into a key point of difference for your organization. ALL your agents can then assure their sellers that no matter where they are, what they are engaged in, or how crumby their cell reception is in a particular part of town that any consumer asking online about their home will get a rapid response. 10 minutes, 30 minutes, 2 hours, 4 hours – whatever timeframe you decide as long as it is appropriate and consistent.

Not all agents are created equal…even in your organization. By providing staff support to all online inquiries, you have set the bar for the consumer’s experience on your website and their online view of your brand. The vast majority of consumers do not purchase the first home they inquire about, so for your sellers and agents a consistent level of service is critical to keep bringing that consumer back for the next search of their dream home – which just might result in the sale.

Posted by: Ryan Carrell, CRP, Director of Relocation and Client Services,
Carpenter Realtors