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Sign into your accountHow to Use a VOW to Generate New Customers
April 12 2010
Looking for ways to make your website and the Internet work harder for you? A virtual office website, or VOW, is a great solution to consider. It is an excellent way to create and grow relationships with consumers that will lead to future transactions.
Why do VOWs make sense for today’s real estate consumer? According to the Swanepoel 2009 Trends Report, “It’s crucial to make sure that your customers trust you before you try to sell them anything. The goal is to create an ongoing, non-pressured dialogue with the prospect. This is best accomplished by not providing just the basic information they can get from any number of other sites.”
VOWs are a great method for accomplishing this important goal. Historically, in agent-consumer relationships, the flow of information was one way—the agent would find the information for the client and send an email or a link. You can differentiate yourself using a VOW to provide many high-touch services. With a Virtual Office Website, the flow of information is bi-directional. VOWs can help create a conversation with consumers.
Think of your VOW in the same way as you think of your IDX website. The only difference is that it requires registration to get access to the deeper level of information like listing history, tax data, and sold listings. Virtual Office Websites allow an agent to create a “conversation” with a customer using automated tools. We know that registration requirement rule is the top “no-no” of a successful online strategy, but access to this deeper level of listing information is the tradeoff for the consumer.