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 e- Buyer’s research. 2.Helping e-Buyer negotiate purchase. 3.Guiding e-Buyer through process. 6

Who defines value? The customer or client receiving it! 7

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 10 Time for an Exercise

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? 13 Not all Web Sites are effective tools, however. So what makes a good Web Site?

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 21

Content: Go Deep Provide content depth to keep the e-Lurker coming back May require up to 24 months for incubation 22

Content: Go Deep 23

Content: Go Deep 24 Direct ContentIndirect Content  Detailed product information  Product frequently asked questions (FAQs)  Product demos  Background information  Additional images  Education  How-to information  Customer testimonials  Electronic magazines  Events

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 25