Getting Users to Register on Your Website

I've registered over at WannaNetwork. It's like MySpace for anyone in the real estate business. There were some good posts in one of the groups I joined. A couple of them were quite relevant for AgentOvation. Here's the first one...

Pre or Post Registration

The question is: Do you force users to register to get access to certain information on your website (i.e. MLS search) or do leave that information open and freely available? Here's my take:

There's a fine line between capturing leads and putting people on the defense. Here's my solution.

For MLS Search, you really should let the visitor search the MLS without registration. There are too many Realtors out there that already have an "open" search that requiring personal info up front will 1) force visitors to leave or 2) have visitors entering false information. The other alternative is to go to Realtor.com for their search. In that case, they're more likely to contact the listing agent for the properties they're interested in.

So, if you want to capture leads, you've got to give people incentive. Here are some ways to do that. (Again, focused on Realtors. AgentOvation does all of this out of the box.)

1. Give users their own "My Listings" section. They will have to register/login to use it but registration is as simple as entering an email address and password. It can be integrated into the "Save Listing" process to simplify and streamline everything. This gives users a useful tool and captures a lead. In addition, it gives you information about what those users are interested in so that you can follow up via email with suggestions and questions. It personalizes the whole experience.

2. A "Request Showing" showing is very effective. It doesn't have to be involved to the point of setting a date on a calendar. A user simply giving you their email address and telling you when would be the best time for them is enough to begin the communication process. It adds value for the user since they're able to take action right away.

Another way to capture leads is by offering a Home Comps lookup. You can use a service such as Zillow.com along with an appropriate disclaimer and collect user information (name, email, property address, etc.). You provide them with added value and capture a lead. (Although I've built this functionality, it won't be ready for the first release of AgentOvation. It will be available in the very near future, though.)

Finally, a solid privacy policy is a MUST. You have to tell people up front that you don't abuse their personal information. And then you have to follow through with that promise.