Don't Quit on your E-Prospects

The internet has changed the dynamics of marketing. The process is very different from, for example, a duty call. With the internet, we are often dealing with consumers often in the very early formative stages of buying. The internet is like the famed Library of Athens in ancient times. It is a repository of virtually all information. People using the library, like the internet, often simply start out just browsing. They want to be left alone to browse the library until they are ready to check out. You need to give them some space. However, a browser can easily become a buyer. Do not make the mistake of pigeon-holing browsers and assuming they remain just browsers. Internet browsers often like the anonymity that the internet allows. They can come and go as they please and often do not feel they owe the professional providing the service the most common of courtesies. For that reason, it is rarely a good idea to dispose of an internet lead merely because someone has become unresponsive. If contact has been made, you should keep the avenue open until they tell you to go away. To illustrate this point, I will use a true story involving one of our sales associates and an interent sales experience.

Some months ago, this agent received a scrubbed internet lead. The prospect had been spoken to and had accepted being contacted by a sales associate. After an initial contact, the prospects did not return any calls or e-mails. However, this did not dissuade the agent from periodically calling or e-mailing. After many months the agent was ready to give up on them. However, she kept the prospect in her inventory. One day, out of the blue, the prospect called and indicated they would be in town the next day and wanted to see homes. After a day or two of showings, the prospects left town and once again would not respond to e-mails or return phone calls. This went on for several months until once again the agent was contacted once again to let her know that they had entered into a new home contract and the agents name had been entered on the contract. Once again the buyers left town and, guess what? They are still not responding to e-mails or telephone calls. However, the contract is real and is a very nice sale.

I find that behavior very interesting and in a sense unique to the internet side of our business. Although the above example is very unusual, it is not at all uncommon for agents to quit on internet business because they are unable to maintain steady contact. However, agents should always keep in mind that often the time frame for the internet is substantially longer than almost all other leads. It is not uncommon for someone to begin searching a year or more out from buying. They are not in a hurry and make sure that your approach is not in a hurry. Tailor your communication efforts keeping that in mind. They will generally not want to be deluged or chain called - especially if they are many months away from buying. However, keep in mind also that they do not know you (like a duty call) and the internet sense of anonymity often allows a consumer to be somewhat less considerate with your professional feelings. The bottom line is to not quit on a internet prospect because they are highly unresponsive - especially if you know they are long term in nature. Keep reaching out. You might be pleasantly surprised.