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Make it easy for home shoppers to find you.
The obvious first step is to ensure that home buyers can find your Web site, so include your URL on all advertising and marketing materials. In addition, use search engine optimization (SEO) strategies so that your site shows up high on the list when buyers use major search engines to seek out builders.
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Give visitors a reason to look around.
Treat visitors to engaging visuals, informative content and easy navigation. Consider adding informational capabilities, such as interactive home tours (see an example from Capital Webtec*), testimonials from happy home buyers, live-chat opportunities (such as AliveChat software*) and other innovative touches. Keep it current with a plan for updating content and graphics regularly — weekly, if possible. And, of course, make sure your Web site accurately reflects the service and quality principles you’ve built your brand around.
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Provide as much timely information as possible.
The more thoroughly you can answer home buyers’ questions — before they even have to ask — the more their confidence and comfort levels may increase.1 Consider providing price ranges, floor plans, model images and dimensions, and some possible home lender contacts. Make sure the available properties and specs are up-to-date. The question, “When is the best time to buy a house?” is constantly being posed, so use your content to deliver enough information and create a sense of urgency that helps buyers see the answer as, “Now.”
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Manage with online sales support.
Don’t let surfers leave your site without several chances to contact you or get more information. Make sure you are capturing each visitor’s name and phone number using instant contact forms. Depending on the scope of your budget, you may consider using:
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an Internet marketing firm, such as Blue Tangerine Solutions*, Customer Velocity* or Blue Moon Works*;
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third-party referral sites, such as NewHomeSources.com* or Move.com*;
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lead management software, such as Be Home Wise* or Customer Velocity’s Lead Velocity; and/or
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online sales counselors who can speak to this online audience uniquely.
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Make sure you not only prioritize and follow up on every lead, but track them, too. Web analytics from your Internet service provider allow you to see which pages are getting the most hits. A designated toll-free number helps you track how many leads you are getting from your site.
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As more home buyers turn to the Web to search for homes, you can initiate changes like these to enhance their online experience and help you capture their interest — and their business.
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“How to Manage Web Leads Properly,” by Robb Cohen, TecHomeBuilder.com, http://www.techomebuilder.com/article/5387.html*, accessed Dec. 3, 2007. |
Equal Housing Lender. ©2008 Countrywide Bank, FSB, Countrywide Home Loans Division. Member FDIC. Trade/service marks are the property of Countrywide Financial Corporation, Countrywide Bank, FSB, or their respective affiliates and/or subsidiaries. Some products may not be available in all states. This is not a commitment to lend. Restrictions apply. All rights reserved.