It's about giving up control to get control

Open information consumerism which means you have to hold the reins very loosely in trying to control the online buyer. If you try to show this buyer a home that doesn't fit his/her profile simply because it is your newest listing, you will lose. This customer wants an advocate. They aren't fooled by the old saw that the seller pays the agent. They are smart enough to know that the buyer pays the agent out of the transaction proceeds, so they want their money's worth. If buyers really believed they were represented for free, the Internet home search sites would be empty and they would have no incentive for performing so much of the work themselves.

You can't play the shell game with the online buyer, and try to serve two masters. Be clear about whom you represent and let them know what representation options are open to them. You must show clearly what value you can bring them in the transaction, even when they are asking you about your own listing.

The impact of the Information Age

First-time buyers were weaned on the Internet, and most are computer literate. With the deluge of information that can be found on the Internet, buyers are obtaining information for themselves about the home buying process, leaving agents out in the cold. On the flip side, they are also being given a lot of misinformation. The result is confusion and a buyer who is reluctant to act.

You must be as familiar with the Internet as the online buyer is. Head disaster off at the pass by consolidating the best sites for your buyer and sending them the URLs via e-mail before they get bogged down on the 'Net. Your helpful but hands-off approach will be appreciated. Let them shop for a loan, look at homes or learn about the process on their own time in their own way. Be there as the safety net. Deliver information and services as directly as possible. Know what they know.

Ask a lot of questions which will help your buyer sort out what they want and don't want. Don't add to the confusion by showing them loans, homes or information they don't need. Remember, this buyer is very wary of competing agendas.

This buyer will also not only test your patience with his or her elusiveness, but in order to capture the buyer, you must be up-to-the-minute in your Internet/technology skills. Be prepared to communicate primarily via e-mail, and be able to send photos and listings via e-mail. Tell it like it is. Be direct. Don't waste their time.

Help the online buyer handle unvoiced fears

Along with the excitement of owning a home for the first time, comes many fears. Buyers fear such things as choosing the wrong home, getting into the wrong school district, not being able to resell if they have to, overpaying for a home, discovering the need for expensive repairs, and not being able to make their payments, among other worries.

Buyers think the largest purchase of their lives is their home. It isn't. The loan is.

The solution: Putting the home loan in perspective will go a long way toward building your credibility with the buyer. Helping your buyer get qualified is not just a convenience for you so you start showing them homes. It can also be an opportunity to build confidence. With the new desktop technologies available, there is no reason why you can't promote instant loan qualification as one of your services.

Ask your buyer what their concerns are. Be ready with school reports, crime statistics, neighborhood profiles or whatever it takes to ease their fears. Offer the option of a home warranty if the seller hasn't provided one.

With the first time buyer, hand-holding is part of the job of the Realtor, even if the customer thinks they don't need it. A clever agent will find a way to hold the buyer's hand where the buyer never feels a thing.