Transcript Recommending a Strategy

2. Providing Service and Value
in an e-Buyer World
In this module:
• Service in an e-Buyer world
• Delivering value
• Handling objections
1
What Is Client Service?
“True client service is delivering
to clients the services they
want, when they want them and
how they want them.”
2
Customer Service Study
Customers:
• Want feedback and responsiveness.
• Expect multi-channel choice.
• Like having ability to find information they
need online.
Source: RightNow Technologies
3
Discussion Question 2
1. How do you determine how customers
and clients wish to be reached?
2. In what ways can customers and clients
reach you?
3. How quickly do you respond to inquires
and requests?
4
Service ≠ Value
Making yourself available 24/7 does not
mean you are delivering value.
5
Demonstrate Value to e-Buyers
1. Interpreting, validating,
and supplementing eBuyer’s research.
2. Helping e-Buyer negotiate
purchase.
3. Guiding e-Buyer through
process.
6
Who
defines
value?
The customer or client
receiving it!
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Discussion Question 3
Interpreting, validating, or supplementing
the e-Buyer’s research:
1. When do you begin doing so?
2. How?
8
Expectations and Objections
9
Handling Objections
Time for an
Exercise
10
High Tech and High Touch
Using technological tools to effect
person-to-person communication
between agents and clients
11
3. Web Fundamentals
In this module:
• Good Web Sites
• Web site best practices
• Aggregator Web sites
and online Classified
sites
12
Do You Have a Web Site?
Not all Web Sites are effective tools, however.
So what makes a good Web Site?
13
10 Features of a Great Web Site
1. Lots of property photos
and descriptions
2. Searchable listings
3. Updated links
4. Type that’s accurate and
easy to read
5. Customer-centric content
14
10 Features of a Great Web Site
6. Information prospects
can use
7. Simplicity
8. Organization
9. A consistent look
10. Short, snappy copy
15
Domain Names
• Agent: Use first and
last name in domain
name
• Firm: Geographical
location or name,
e.g., SeaShoreRealty
16
Put Customer First
• Place customers at
center of online
experience
• Anticipate needs
• Provide wanted
information
• Treat them intelligently
and with respect
17
The 3-Click Rule
The e-Buyer must be able to attain desired
information within 3 clicks. The fewer the
clicks, the better.
18
Prioritize MLS Functionality
MUST-have features of Web
sites:
• Current listing information
• Pictures of listings
• Easy navigation
• Links to other data
consumers want
• Information about
community and buying
process
19
Property Listings: Keep Fresh
• Providing up-to-date
content in the form of
listings should be easy
for brokers.
• In IDX, brokers exchange
consent to display each
other’s listings on the
Internet.
20
Content: Go Deep
• Provide content
depth to entice
customers to stay
and complete the
desired call to
action
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Content: Go Deep
• Provide content
depth to keep the
e-Lurker coming
back
• May require up to
24 months for
incubation
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Content: Go Deep
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Content: Go Deep
Direct Content
Indirect Content
 Detailed product
information
 Product frequently
asked questions
(FAQs)
 Product demos
 Background
information
 Additional images
 Education
 How-to information
 Customer
testimonials
 Electronic
magazines
 Events
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Pull, Don’t Push
• Pull marketing:
Enabling consumers
to pull info that
interests them
• Push marketing:
Pushing out info to
those who have not
asked for it
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