What is the single most important factor in determining how successful you will be in converting your web site leads into actual business? The answer is the same as it is in traditional real estate prospecting... it all depends on how successful you are in developing a relationship with the prospect!

The Platinum Rule, which states "Treat people as they would like to be treated." is the key to building any relationship.

Building a relationship with prospects online starts even before prospects actually visit your web site.

Their first impression of you and your web site is often garnered from your title and description listed in one of the major search engines. Make sure that the description, which in most cases is controlled by your Description Meta Tag, offers them what they are looking for - an informative and helpful destination that is targeted to their needs.

Once prospects arrive at your web site, their first impression should reinforce the fact that the web site is an informative and helpful destination. The first things prospects want to see is not necessarily your smiling face along with a list of your accomplishments.

Sites that offer free, valuable information of interest to the real estate prospect are more likely to keep people at their site and earn repeat visitors. You can earn your potential customer's respect and confidence by sharing your hard-earned knowledge and increase the likelihood of them contacting you for help.

So far so good! Now visitors are pretty sure that you are the person that can provide them with the assistance they require and they decide to contact you! This is where it can all fall apart.

Most often, that initial contact will be by email or by the submission of a fill-in form on your site. Your response will most often determine whether the developing relationship will flourish or die a quick death!

To establish trust you must give them what they want - respond by email with a quick and friendly PERSONAL response. BE FOR REAL! People have a tendency to perceive Internet as populated by nameless, faceless entities. It's easy to do as the medium lends itself to being impersonal.

A prospect can't build a relationship with an autoresponder, and in many cases having your assistant respond to email doesn't work very well either if your assistant can't provide the necessary expertise.

Most importantly, you have to be prepared to provide the prospect with the information they ask for. On the Internet, that information is easily available elsewhere with a click of a mouse. If you make it too difficult for them to obtain what they want they will get it from someone else. Remember, on the internet you have to "give to get".

If you have given the prospect what they want up to this point, you will have cleared the major hurdles and can continue to nurture the relationship and reap the rewards just like you have been doing for years in your conventional real estate business!

At this point, if you have their telephone number, a follow up phone call will allow you to cement the relationship and help you to better determine their needs. Nowadays the internet has become less of a novelty and more a part of our daily lives and most prospects are happy to provide you with their phone number of asked.

I have found that in most cases leads obtained from the internet are just beginning their process, and most will not turn into a paid transaction for a few months. It is paramount that a good relationship be established and maintained if an internet prospect is going to become a client or customer.

To be successful on the Internet just remember the Platinum Rule!

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Published: December 7, 1999

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