It's Efficient But Does It Work? - Automated Response

The slower the market, the harder we look for better marketing methods that produce viable leads. What's a viable lead? Let's hope that it is one that hasn't been brokered to a bunch of other agents and brokers. Perhaps we could also ask that it actually be a prospective buyer or seller who understands their needs and is looking to us to provide answers and assistance in the home buying or selling process.

The problem is that the Internet has made it very easy for consumers to shop a product or service, even if they aren't quite sure what it is they need or how any potential vendor will approach meeting their needs. When we assume that a prospect contacting us is fully informed, and we send them an automated billboard, we are in danger of throwing away business. A recent Live Journal post shows how an individual might want information to help in their broker decision.

Utilizing the information query system on HomeGain, this consumer received some canned responses that he found less than helpful. We won't even talk about the one from the disgruntled agent mentioning Redfin. What is clear is that this seller wanted some specific answers to specific questions that he felt were necessary in order to make a decision as to how to sell his home. The responses were quickly dismissed by the prospect as being essentially billboard ads, rather than answers to his questions.

Certain automated responses can be used effectively in your web site and blog marketing. Clearly that wasn't the proper approach to this seller's queries. Tomorrow I'll post about specific uses for automated responses, as well as when you need to use another approach.