The one thing missing from the real estate Web sites is a live response. Many people want the personal interaction they get from talking with another human being, especially when they have questions that need immediate answers. Consumers key in their e-mail addresses, the nature of their request and often don't get a response for up to 12 or 48 hours, and sometimes, not at all.

A new joint venture proposed by IBSI International Business Systems Inc. and Versanet makes an outdated concept (human beings made available to answer consumer questions) seem cutting edge and original, because the service will take place via live chat on the Web. Called LiveResponse, the new 24-hour answering service is designed to benefit the large brokerage firm, high-volume agent, or Web-aggressive agent.

LiveResponse is the Internet equal to having a duty agent answer the phone, field requests for information, and/or pass along messages. The difference is the virtual agent, a LiveResponse employee, is trained to capture the lead by answering questions with specific information provided by the broker and then forwarding the lead and transcripted conversation to the broker or appropriate agent.

Although most real estate Web sites offer some content, many do not post complete information about all agents, all listings, or affiliates, leaving holes in information for the consumer. The consumer has questions and wants as quick as response as possible.

For example, an out-of-town transferee may learn that he or she is being moved to a new city, and the family wants to look at homes near the new plant or office. Since most real estate web sites are local in nature, and post information to attract local residents, the transferee is out in the cold when it comes to familiarity with community features, schools and homes.

"The ability to get an immediate response could make the difference in whether the broker is allowed to represent the buyer in the transaction or not," says J.D. Kathuria, manager of operations at LiveResponse. "This is a new kind of marketing. Most agents aren't adept at marketing their Web sites except to their sphere of influence."

"Since I am a real estate broker, I know what kinds of good qualifying questions our operators should be asking, and how to perform like a good duty agent. Live Response will respond to frequently asked questions and give information solely at the broker's discretion."

The service is available 24 hours a day, seven days a week, 365 days a year. Some companies are choosing to have the service operate around the clock, while others offer the service only after business hours. "You would be amazed at how many people search the 'Net at 2:00 in the morning and often, from overseas," offers Kathuria. "The primary benefit is that we can answer their questions so that the broker doesn't lose the lead."

As a lead capture service, LiveResponse circumvents agent delays in responding to e-mail requests. "If I am the first to answer a customer e-mail, the lead is mine to lose. If I am the third or the fourth, I won't get the customer," suggests Kathuria.

When a customer engages the service, the transcript appears on the screen in real time, as in a chat room format. Then, when a bona fide lead is generated by capturing contact information, LiveResponse e-mails the transcript of the exchange to the appropriate agent or broker. Every transcript is archived for quality control.

The success of the service still has one hurdle to overcome. "The brokers and agents must respond to their e-mail in a timely fashion," emphasizes Kathuria.

LiveResponse is approaching large companies with a free pilot program to show them the value. "I want to prove that it works, so there is no risk and no obligation. There are no set-up fees, no monthly minimums," Kathuria adds. "The service is available for $.83 cents per minute with the average call about taking about four minutes. We can also require the on-line customer to fill out their name prior to talking with us if the broker wishes."

LiveResponse is already planning expansion across the nation to key markets. "As the Internet evolves, we will have dedicated people for each state and city," says Kathuria.

Published: August 7, 1998

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