Chapter 5

FIRST IMPRESSIONS: HOW YOUR DIGITAL PRESENCE SETS THE STAGE FOR ACTION

Agent-Ready buyers have different needs and a different timeline than your average browser. It’s important to align your online presence and sales process around helping them close quickly. Your website should not be designed for every buyer. It should focus on serving those visitors that are most likely to generate offers: Agent-Ready home buyers.

Top-producing agents focus on offer generation throughout every step of their sales process, starting with their website. After all, your web presence sets the stage for how your client perceive you. In many cases your website is not only their first impression, it can often be their last.

Your website sets the stage for home buyers percieves you. It’s often their first impression of you. It can also be their last

Your job is to make it easy for Agent-Ready leads to identify themselves and engage with you when they first arrive on your website. Whether they want to see if you’re the right fit for them personally or if they want to see what type of homes are available in the area, it’s up to you to make sure active buyers find what they’re looking for.

WHAT AGENT-READY BUYERS ARE EXPECTING

Step one of winning over active, Agent-Ready buyers is making sure your website gives them everything they need to choose you as their agent and begin down the path towards their first offer. Instead of trying to address all visitors, focus the experience on generating more offers.

1: POWERFUL HOME SEARCH TECHNOLOGY THAT IS ACCESSIBLE EVERYWHERE.

When Agent-Ready buyers land on your website, you can guarantee that those buyers are expecting the same type of robust search experience they’re used to on the portals – if not better! Lifestyle search, map view and the ability to save and compare listings are just the beginning.

If your home search leaves active buyers wanting more, they’ll move back to the portals or to another agent’s site to find the homes they’re looking for.

Don’t lose out on active buyers by delivering a subpar search experience. We’ll show you how to make search a strong point in just a couple of pages.

BONUS!

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2: AN UNDERSTANDING OF WHO YOU ARE AND HOW YOU CAN HELP.

This isn’t the time to unleash a lengthy autobiography that outlines your entire career. Instead, give your buyers a glimpse into your expertise and value proposition. What are your specialties? How can you help them? What makes you stand out from the crowd?

Remember, people scan websites before they read them in detail. Instead of dense text, give potential clients the high-level overview of your background and expertise, with testimonials and other visual elements that reinforce why you’re the agent for them.

3: OBVIOUS AND EASY WAYS TO COMMUNICATE.

Agent-Ready buyers want to know you’re there for them when they’re ready to make a move. When you encourage engagement and offer clear, easy ways to communicate with you, buyers are more likely to take the next steps to contact you. You’ll also give them the opportunity to raise their hands and self-identify as an Offer-Ready home buyer. More on this in part three of this Offer Generation Playbook.

Use an online chat tool like Olark to answer buyer question in real time.