by Rich Schiffer, Weichert Realtors
This is Part 2 of 2 in a series. 
For Part 1, see Introductions: Internet-Style -- Part 1 of 2 (email and blogs)
So, you have realized that an increasingly large majority of homebuyers start their search on the internet, and you have decided to try to "get in front of those buyers." Just how do you accomplish that?
In Part 1 we discussed Internet-style Introductions through the mediums of E-Mail and Blog Posts. In this part, we will discuss two other popular internet-based technologies:
- Networking Sites and
- Live Chat Applications.
Networking Sites
Networking sites come in all varieties. Some are designed for business-to-business networking. Some are designed as platforms for social networking. Some are designed to help you find a service professional, while others are designed to help you find your soulmate. Nearly all of them can fit in your marketing plan, if you do it right.
There are too many networking sites to mention all of them that are wortwhile. I will focus on a few that I have had some degree of interaction with.
- Myspace.com
This is the grand-daddy of the social networking sites. It started out as a place to build a personal page -- a sort of "All About Me" page. It quickly morphed into a networking platform, allowing people across the nation to connect with people with the same interests. By searching keywords within profiles, you can quickly identify people by their hobbies, favorite music, favorite books, etc. Many other companies have built their entire client base from within the ranks of myspace users, because it is very easy to find and be found by the people you want to do business with. - Facebook.com
This is sort of like Myspace, in that it is a social networking site. This one however, was originally designed for college students and graduates to network with each other. Also like Myspace, it has evolved into something more business-oriented. The recently opened their membership to businesses, as well as college students, nominally to aid graduates in networking with prospective employers. They also now include a "marketplace" whre you can post your listings. - LinkedIn
This is a business-to-business networking site. It can be very helpful in reaching working professionals, especially sales, management and executive types. - wannanetwork.com
This is a business-to-business networking site, focussed on the Real Estate Industry. Their blog platform is not nearly as user friendly as ActiveRain's, but they do have some nice features for networking with other professionals. - Ozeez.com
This is a newly launched site that shows a lot of promise. Their big emphasis is on the potential of profit sharing with all their members. Like many other networking sites, you can create your own groups, and search member profiles for matches to your search criteria. - Gather.com
I was just introduced to Gather by Jeff Bellonger. The site seems quite nice, and the groups are easy to track and keep current with, since you can opt to receive an email notice whenever a new blog is posted in the group you are "watching". Participation in the network earns you points whaich can actually be traded for gift certificates, cash, and other incentives. - fastpitch.com
This one is interesting, because it allows you to enter information on the type of person you would like to network with. Whenever a person joins that matches that criteria, you can get an email notification. For a comparison of features between fastpitch and several other sites, read this.
Networking sites can be a good way to get in front of your target market, especially if you target uses with profiles that indicate an interest in what you have to offer. All of the networking sites are cracking down on SPAM, si you need to carefully follow the sites' rules when initially contacting people. There are several things you can do to limit being viewed as a SPAMMER:
- Send contacts to people through the system provided, until they directly ask you to use another method.
- Only send a few "cold-contact" messages per day to only a handful of members per day.
- Make sure that the initial contact is not a direct solicitation of business. Make it an introduction, and an invitation to a dialogue. Don't just hit them with "I sell houses. Want to buy one?"
- The important thing to remember is to follow the guidelines spelled out in the sites' user agreements.
- Remember to include your proper contact info on your profile. (Name, Brokerage, Address, Phone, Fax, Website, E-Mail address) Many states have requirement on what a licensee needs to include on all advertising. To be on the safe side, consider your online profile as advertising, and include the required information.
Live Chat Applications
Live Chat Applications (also known as intant messaging or IM) can be used in a variety of ways. If you run a chat application, be sure that your current clients have your username, so that they can see when you are online, and vice versa. Seeing when your client is online may seem a bit like "spying" but not to the users of the chat software. IM users can opt to let the workd see their online status. In a way, they are letting you letting you know "I am here, and avaiable to chat." If you do the same for your clients who are heavy internet users, you increas the chance of them contacting you when they have a question.
A few things to remember when using IM appplications:
- Keep your status current. If you are not available to chat, mark yourself as "busy". If you will be away from your PC frequently, make sure you set up your status to reflect that. Otherwise, if they see you online, and message you, if you fail to respond, they will think you are ignoring them.
- If you contact someone via online chat, keep in mind that they may have multiple other chats open at once, and may not respond immediately. Some chat features will actually allow you to see when they are typing a response. Be patient, and wait for the response.
- Live Chat applications can be the best way to make introductions online, since you can establish rapport by responding to their statements immediately, rather than delayed as in email. They can also be the worst. Because you are responding immediately, also, you could easily misphrase something that you could have thought about more if responding in an email. Also, unless you know that the person is available for chat with random strangers, initiating a live chat with an unknown person will almost always be received the same way a telemarketing call is received during dinner time.
Some of the popular Live Chat Applications include:
- AIM (AOL Instant Messenger)
- MSN Messenger
- ICQ ("I seek you".) With over 400,000,000 User ID Numbers issued worldwide, this is the largest single network of internet users.
Instant Messaging, like many new sotware applications was adopted quickly by the end users, and more slowly in business. The social, friend to friend messaging that came first created an almost complete language of abbreviations, and communication via emoticons. Overuse of this "language", called 1337 (pronouced LEET) can be detrimental to a professional image, but can score some points with Gen Y (born 1978-2000).
As you expand your internet presence, you will be working with more an more internet-savvy clients. No matter how you initially "met" them, in order to actually conduct business with them, you will need to meet them in real life -- "RL" is the l337 abbreviation. You will find that some internet users will be comfortable setting up a meeting with you almost immediately. For others it will take some time to develop their trust. Continue to deal with them in their preferred medium (emails, IMs, blogs, etc.) until they are ready to go to the next level.
The important thing to remember always: your words once transmitted, cannot be withdrawn or edited. Be professional, and project the image you want to convey from the start, and no matter how the introduction was made, your business will grow.
