To Require Registration…or NOT to Require Registration? That is the Question…

Do you capture interest from prospective customers on your website?  Some real estate professionals believe registration limits your ability to truly engage with prospects.  I believe the opposite –registration is critical to a successful real estate website.  It gets you engaged with good prospects, rather than simply attracting browsers you lose once they leave your site.   

 Why?  Website registration… 

1. Is a buying signal:   When a prospective buyer/seller registers, it’s an indication that they’re serious about their search.  And, it can help you differentiate suspects from prospects.
2. Is an invitation to an ongoing dialogue:  When a prospect registers, they’re inviting you to communicate with them.  That permission can be leveraged not only to send them listings and CMAs, but also share with them other market/neighborhood/homeowner information that builds differentiation, credibility and preference.
3. Makes you (and your agents) more efficient:  Wouldn’t you rather be working with prospects who are more serious?  Requiring registration on your site may keep some prospects from getting to you – but wouldn’t you rather have 10 prospects you can engage with versus 20 that may never communicate with you?
4. Helps you manage & predict pending revenue:  If you know how many prospects are in your database, if you know how many are actively working with your agents, you can better predict near-term and future closed transactions and revenue. 
5. Is what your customers want:  If you’re providing value to your customers, if they’re getting something unique and important to their pending transaction, they have no problem registering for it.  If you treat those prospects with respect post-registration, they’ll tell their friends about you and that will increase the volume and conversion rate of future prospects who come to your site and also register to use your agents and services.