Are You A Gatekeeper?
As I surfed the net today through various agent websites I noticed that many agents are still pulling the Gatekeeper card before I could view homes.
The Gate Keeper Real Estate Agent
What I mean by gate keeper is an agent who requires a name and phone number before the person searching is given what they are looking for. There are exceptions (such as a custom analysis) but today I am referring to home buyers and listings.
An example of a gate keeper in action would play out like this:
A person searching for real estate lands on your stealth site sees they can view homes, but before they can view the properties they must fill out information. This information then goes to an agent who will then provide access to homes. Way too long in internet time.
Remember, if it takes longer than a click or two they’re over you.
Don’t Be A Gatekeeper: Gatekeepers Lose
When you’re a gatekeeper more people will click away from your real estate website and look for one where they will get what they are looking for. Simply put, you miss opportunities for new business.
How To Capture Leads: Add a Benefit
Agents often ask, “how do you capture leads if you’re giving the homes for free?” The answer is to provide people with an added incentive or benefit so that they do provide their name and email.
For example, you let them know that they can have “new listings alerts to their email” or you can say something like “have the latest homes that match your criteria sent straight to your inbox the instant they hit the market”.
There are many ways you can do this, I’m sure you’ve thought of a few as well.
As the internet grows and more people head online, real estate agents must be careful to not get caught in the gatekeeper trap. Do not shoot yourself in the foot or put up barriers that will work against you. Give home searchers what they want and then give them an incentive.