As an Internet marketing specialist, I know first hand that many Realtors are getting solid leads from the Internet, yet, they are failing to turn these leads into sales. The reasons are elementary - they are failing to respond immediately, qualify and identify their leads, and then follow up on their leads. These are basic steps that should be followed in any transaction. The fact that you get a lead via email does not make the prospect any less valid than if a lead came to you over the telephone or in person. Despite this fact, many Realtors continue to discount email as a delivery route for customers.

How about you? How often do you answer your email? Once a week? Once a day? Twice a day? Most agents answer email infrequently, then, when they lose the prospect, they wrongly assume that "the Internet just doesn't work for me."

Let's put the concept to a test. You are standing on a street corner minding your own business. Suddenly, a complete stranger comes up to you and says, "Please, help me find a house in the $200,000 to $300,000 range. Here's my name, my phone number, my email address. Just, please, help me!"

What--as a Realtor--would you do? Ignore him and let him wander away--or smile and take him to the nearest listings? Naturally, you'd grab hold, talk with him and try your very best to find him a house. You'd give him brochures and keep in constant touch.

What if instead of coming up to you on a street corner this very same person sends you an e-mail? Do you wait a week to reply? Do you give him the cold shoulder or a warm response?

If you weren't out on the street that day the stranger--the lead--would have gone to someone else. Likewise, if you aren't on-line, the leads won't find you either. I don't think it's enough to check your email twice a day as I've read so often. We're not talking about casual snail mail here--we're talking money, your career, your customers and clients, your image, your reputation. Hourly. You must check your email at least hourly and respond immediately, either by email or telephone. If you can't check email and follow up hourly, use an autoresponder. Ask your Internet Service Provider what it is and how to use it. It's probably free with your service. An autoresponder will automatically and instantaneously send whatever message you like back to whoever emails you. A nice "thank you for choosing me" message with a little substantive information goes a long way. This satisfies your potential customer until you can make contact and start that meaningful and profitable business relationship.

If you are serious about marketing on-line, you just have to dive in and become involved in the Internet Community. Email isn't an answering service, drop box or bulletin board. I like to think of email as a conversation. You have to hold up your end, or the prospect will find someone else to talk to. In the world of savvy real estate sales, silence isn't golden!

People who shop for homes and Realtors on the Internet are looking for fast, efficient service. They won't leave a trail for you to follow, and you'll find that if you don't follow-up quickly, the trail will quickly turn cold.

Most on-line home shoppers look at homes first, then they contact an agent. Even if you are the listing agent for the home they have found, they will not wait for you to contact them. They will find another agent who responds quickly, and that agent is only a click away.

Published: April 20, 1999

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Editor's Note: This article reflects the opinions of Tim Schoch only and not necessarily the views of this or any other publication, organization or Website owner.