Training & Business Development: How to Convert a FSBO

RISMEDIA, July 18, 2007—Galand Haas’ FSBO “other” Web site has added a whole new dimension to his prospecting business, and the beauty of it is that clients don’t even know they’re being prospected. Galand employs a unique approach on the Web site, which is rapidly gaining popularity among agents and brokers looking to capitalize on the growing percentage of Internet-savvy consumers who research buying and selling on the Web—long before they ever contact an agent.

The industry term for the type of site Haas has created is called a “stealth site,” and despite its rather sneaky sounding moniker, the concept of the site is quite simple. Provide information the consumer is looking for. Provide it fairly easily and with minimal barriers to acquisition. Don’t hammer the prospect over the head with your personality, or a sales pitch, or a list of your accomplishments. In fact, don’t even mention your name.

Well, that’s not entirely true. According to the “NAR Code of Ethics,” January 2007, Standard of Practice 12-9 and 12-10, “REALTOR® firm Web sites shall disclose the firm’s name and state(s) of licensure in a reasonable and readily apparent manner.” So, firm name and state of licensure appear to be the bare minimum requirements on any stealth or “unbranded” site. However, it would be wise for any agent or broker considering a site of this nature to double-check the laws in their own particular state, as there are rumored to be states in which an unbranded site may be illegal.

However, for those in which it’s not, it’s proven to be a boon to business, especially to Haas, who has been an early adopter of Internet technology and has largely done away with traditional print advertising in his business. Haas decided to approach the FSBO client via technology after he noticed a shift in his local market.

He explains, “We used to go after FSBOs for the listings, but the market we were in, they were being fairly successful selling themselves, so what we wanted to do was to find a new way to capitalize on the FSBO’S, and we came up with this new system that’s working really, really well for us.”

As with any new initiative, follow-up is key to success; Haas explains how he manages the process he employs to capture all new FSBO leads in this week’s RISMedia/iSucceed Business Development and Training Call, “Consumer-Centric: Attracting the FSBO Client”. Hosted by iSucceed’s own Kelly Kelley, the interview will be available for one week only at www.isucceed.com/rismedia.

In the interview Haas explains:

What makes a site truly consumer-centric
Two key elements of a successful unbranded site
How to follow-up and capture those leads

What sort of results did Haas see after implementing the site?

“We’ve actually tripled the number of responses we get from prospects visiting the site, because it’s very non-threatening yet offers all the info the prospect could want,” he answers. A three to one boost in leads ratio? That’s a percentage worth pursuing.

Every Wednesday the RISMedia/iSucceed Business Development and Training Call presents profitable real estate strategies and introduces agents across the country to the full 30-minute iSucceed Weekly Counseling Call, available only at www.iSucceed.com, an online provider of real estate tips, tools, secrets and success strategies, directly from North America’s 175 most successful real estate professionals.

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