A recent column by Teresa Boardman titled “Consumers Don’t Want to be Captured” on Inman News about whether or not agents should capture people’s personal information generated a firestorm of commentary.  It also demonstrated pretty darn clearly how divided the real estate industry is over this topic!

The people who commented fell pretty much into one of two categories:  Gatekeepers versus Free-Willers. 

Gatekeepers are the “command and control” types who feel the need to monitor and manage each interaction.  This is typically done by restricting access to their site, requiring visitors to register to see valuable content, hence divulging personal information most would prefer to keep private until a decision is made.  The end result here is people registering under a wide array of aliases (apparently Brad Pitt and Bud Weiser are interested in the same kinds of properties!) if not being scared off altogether.

On the other hand, Free-Willers rely on the premise that if they provide enough valuable and compelling content, visitors will see their site as an indispensable resource, and register of their own free will (hence, the nickname for this group of thinkers).  The result here is they may not get as big a pond to go fishing in, but the fish are much more willing to bite!

The Lead Capture Argument

I was fascinated reading the back and forth volleys the two sides in this written battle were lobbing at each other!  Both had arguments based on everything from statistics to studies to consumer psychology.  There were agents who avowed they would never do it another way and agents who had tried it both ways, and there were a very few agents that tried to walk a careful middle ground.  Some were getting, ummm… “testy” would be an understatement in defense of their particular position.  There were doubts expressed about the success of drip campaigns, there were questions about the conversion rates from lists.  You can read the whole series here: http://www.inman.com/buyers-sellers/columnists/teresa-boardman/consumers-dont-want-be-captured

But, here is what it boiled down to for me:  the title of the article is 100% correct.

Think about it – NO ONE wants to be captured.  The very word “capture” is threatening!  It basically says “Come to my lovely website, where I will hold you hostage for the rest of your days.”  Fortunately, there is a way to make it work for everybody, internet consumer included!

What Both Sides of the Capturing Leads Argument Are Missing

Sorry, Gatekeepers – your way may have worked in the past when the internet was new and there was less competition on it, and the threat of misuse of personal information was not a daily concern.

Sorry, Free-Willers, but it really is ok to ask people for information.  You just have to do it in the right way.

Yes, everyone agrees you need to have compelling and valuable content to draw visitors, but forcing them to register to see it is simply a symptom of not knowing how to deal with the online consumer.  Most agents attempt to “take charge” of the interaction by getting the visitors’ information and continually probing them thereafter (and space aliens can do it more gently than some real estate agents I know).  What these agents need to understand is the difference between a “lead” and an “inquiry”:  95% of qualified online inquiries (they are not “leads” yet) are just trying to gather information and are not ready to open up about their needs.  However, the other 5% who are ready to do something within a short time frame (actual leads) still want to remain in control and be assured that their privacy will be protected.

This does not mean that you should not feel free to ask your visitors about their current status or intentions.  One of my Online Dominance students has a simple yet highly effective means to do this – he asks them to pick a self-rating:

• A = I am looking to sell or buy now
• B = Will probably want to do something in the next 6 months or so
• C = Just looking and not ready to make any decisions. 

When people answer A or B, he then asks their permission to contact them with updates they would find useful.  He then determines what this information may be by judicious use of search and request forms scattered about the site.  However, regardless of their answer, they have full run of his site.

Capturing Leads for Sales versus Marketing

A number of Gatekeepers expressed the opinion that they are in the business to sell and make money and site visitors should inherently understand and accept that, hence be willing to play by their rules.  Well, here’s the problem with that mindset (and this is going to blow some minds) – a real estate website is NOT about Sales.  It’s about attracting visitors, providing good information, positioning yourself as an expert in your niche, in other words… it’s about Marketing!  

These are two completely different undertakings, yet are so easily mushed together by the average real estate agent.  I’ve been teaching these principles for over 13 years and it still amazes me how this is such an “aha!” moment when agents really get it.

Your Turn to Comment!

So tell me, what are your thoughts about capturing leads?  Do you do it, and if so, how?