Let’s file this under “how not to convert a website visitor”. I’ve been toying with the idea of buying a new home. As 90% of all people in the market for a new home do, I went online to view homes in my area. I was happy to see all the helpful features real estate websites offer such as virtual tours, tons of detailed area information, maps and even the ability to save properties I like for a later visit. This feature in particular interested me as it allows me to narrow down my choices over time, print a detailed list and show it to a realtor when I’m ready to select one.  When I am ready to choose a realtor my guess is that I would have called one whose website I’ve established the best relationship with. That’s right, I said establish a relationship with a website. When a site makes a connection you inevitably establish a relationship. You see websites are like virtual sales people (in this case virtual realtors). In sales terms, websites are “openers”. They find the leads and build report. Once report is built a “closer” needs to step in and make the deal happen.  A website builds relationship by allowing me to find what I’m looking for easily, giving me great content that fits my needs and all the tools I need to research and make an educated decision as to what my next steps should be. 

Now no matter how good a website is at establishing a relationship it can all go wrong in the blink of an eye. The sales process can go sour if the relationship is abused. I mentioned tools that allowed me to save my searches. In order to use these tools you inevitably have to give some information up. I’m okay with giving my contact information in order to use this helpful tool. 

I expected an email to come at some point letting me know that when I’m ready to choose a realtor they are ready to help me. That email never came instead I got a phone call from “Juanita”. Juanita left a message on my voice mail telling me exactly which properties I’d looked at and that she wants to show them to me right away before they are sold because of course, they are HOT, HOT, HOT! 

Well Juanita, you’ll never get to show me those properties because you abused the relationship, you took it too far and quite simply made me feel like my privacy was invaded. You see the great thing about the web is anonymity. Everyone is a supermodel or a rock star behind the keyboard but once someone takes that from you, you quickly realize that you’re just fat and naked typing with two fingers. 

Don’t abuse the tools you offer your clients in good faith. Don’t take the relationship for granted. Give your potential clients the respect they think they deserve and it will pay off in the long run. Juanita didn’t respect her potential client and lost a big fat commission check. Maybe next time she’ll buy me dinner before trying to get me in the sack? –There’s a process for everything. 

This entry was posted on Wednesday, May 16th, 2007 at 9:07 pm and is filed under Converting Customers, Website Usability. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.