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Combating the Weakest Link of Online Marketing

February 21 2011

recruitWe all have heard the saying; you are only as strong as your weakest link. The way we get the most impact on performance is to focus on fixing the weakest link of any given process. The Internet is used more often today than ever and it is the first stop for most prospective home buyers. While we are getting quite good at getting a larger web audience there are a lot of missed opportunities.

Converting web shoppers into live prospect is without a doubt the Internet's weakest link. Getting more buyers to your site is great but getting more of these web shoppers in conversation with the sales team is how more sales will be generated. Without connecting with these prospective buyers your chances of selling them a home are zero. When a web shopper enters your site it is critical to be able to capture that shopper's attention and convert as many of them as possible into opportunities.

Because of the incredibly fast paced world we live in today web shoppers want to get the information they want right away or they will leave. They also are very resistant to giving their contact information online. They don't want to be spammed. You have to provide and easy and convenient way to get the conversation started. With live chat you open a clear path for web shoppers to access information and open the door to a live conversation. Live chat offers the opportunity for real time interactions and transforms your website into a true sales center.

The approach with live chat is actually quite simple. It is about replicating an experience very similar to the visit of a sales center or open house. A simple "how can I be of assistance?" is offered and the consumer is given the choice to browse or get a conversation started by simply providing a name. No e-mail or phone number needed here, a simple name gets the web shopper connected with a live representative. Now it is up to that chat representative (your online sales team) to execute a quality chat and convert that web shopper into a live prospect.

Consumers are responding very well to the proactive chat invitation and taking advantage of this superior approach to customer service. New Homes builders and other real estate professionals leveraging live chat are gaining a great deal of opportunities from their already existing web traffic. The key is to invite the web shopper and be there to respond quickly. Speed is critical to a successful online marketing program and with live chat you are able to connect right then and there.


As the Internet continues to expand and outperform all other marketing strategies it has to be a priority to focus on making easier for anonymous web shoppers to connect. It is much easier to double or triple your web opportunities from your existing web traffic with live chat than doubling or tripling your web traffic.

By fixing the weakest link of your web marketing strategy you will not only get more sales but you will also lower you sales acquisition costs. Happy chatting!