Industry NewsTechnology

Web marketing 2.0

Do more business with Web-savvy consumers

Are you stuck applying traditional marketing strategies to Web 2.0? If so, here's how to shift gears and do more business with today's Web-savvy consumer. Former Realtor.com President Allan Dalton once observed, "The real estate industry has no trouble generating leads. Instead, the issue is converting those leads into closed business." Currently, 48 percent of the Web leads go unanswered. Agents are frustrated by Web visitors who leave phony names on their registration pages or by those who aren't ready to do business for 12 months or more. The psychology of marketing on the Web is substantially different from traditional marketing. In traditional marketing, the focus is on "right-now business." If someone is thinking about buying or selling six months from now, they're generally viewed as a poor lead. The agent may place the prospective client in a contact management system, but showing that individual a property is generally a waste of time. In contr...