Convince your website visitors to stay instead of clicking to someone else’s site
When REALTORS® think about making themselves relevant to consumers, they should be thinking ZMOT. That is, the zero moment of truth, as Google calls it, which is the point at which visitors to a website or blog decide to stay and read or click away and go elsewhere.
CRS senior instructor Frank Serio, CRS, explained this concept in his Sell-a-bration® session, The Consumer Decision Journey. The zero moment of truth can make or break an agents sites stickiness. More importantly, agents who succeed will win more clients, because 68 percent of consumers work with the very first agent they stumble upon, Serio said. You cannot afford, in the future or today, to not be stumble-uponable.
One way to do that is to provide content that hones in on your potential customers life triggers when it comes to housing choices: births, deaths, marriages, divorces and downsizing. This will help REALTORS® make themselves more relevant to their core customers and more visible to them as well.
REALTORS® who can display their hyper-local, deeply personalized knowledge about their market will attract clients. After all, relationships are created with information, not people, Serio said. Dont talk about how great you are. Talk about how you can help todays consumer. Agents who can provide customers with relevant local market information and connect clients with professionals who can help them real estate attorneys, lenders and contractors, for example will win business for years to come.
But agents must be ready to answer a host of potential client questions: How many homes have you sold in the area? How well do you know this specific neighborhood? What connections do you have with related professionals that will help make this process easier for me?
REALTORS® who can answer these questions will get ahead, Serio said. If you dont make yourselves distinct, you will be extinct. People want agents to give them the information they need to make a sound decision. Give information, dont sell, Serio said.
