Thursday, October 16, 2014

"Website Visits Don't Count"

You may have heard people tell you that you should count someone who visits your new home sales center after they have been to your website (earlier that day, the day before, a week earlier, or whenever) as a returning visitor. I'm sorry, I can't agree with this.

When someone walks through your front door for the first time, they are - by definition - a first-time visitor. Website visits are nice, but they don't count - except for getting a person to visit.

Sure your website is a great reference tool and introduction to what you are offering. It may have photos, floor plans, videos, virtual tours, and more, but it is not the same as seeing and experiencing what you have first hand. Nothing can replace that. Watching a TV show or documentary about Paris may help you recognize the scenery when you get there and have an enhanced appreciation for it, but it's not the same as being there. You would never tell someone that you had been to Paris just because you had seen a movie of it.

So, use the fact that your customers have seen your website (when you learn this through some of your early questions, or perhaps they volunteer it) and use it as a way of reinforcing what you are telling and showing them. Use your website to anchor your presentation, not replace it.

If we subscribe to the notion that a website visit counts as the initial visit, then you do not need to show your models or amenities like you typically do on an initial visit -- they already would have seen them. All you would do is verify which plan they have selected and help them pick out a homesite. Obviously, this is presumptive and further evidence that we can't really count the website visit as the initial visit.

Treat all first-time visitors to your sales center the same in terms of orienting them to your community, your homes, your location, and what you have to offer. If they have a good working knowledge of what you are telling them because they remember it from the website, tie it down and use it to strengthen your presentation, not abbreviate it.

____________

Learn about my new home sales training programs, or find out how to get copies of my sales books for new home sales and universal design by visiting my website at stevehoffacker.com, or call 561-685-5555. © 2014, Steve Hoffacker.

No comments: