This post comes to us from the activSalesAgent blog. It was written in the context of home builders. However, it's equally applicable to real estate agents and brokers. We also recommend "Chatty Kathy, Beware! The Don'ts of Chat for REALTORS®":

As more consumers are using the Web to research and communicate with home builders before they decide to purchase a home, it is important to understand the value of live chat and the power behind establishing a relationship between the chatter and your development. Keep in mind that although your potential customer has access to countless forms of information online, one thing hasn't changed: until someone follows up with them to answer their questions, they can't be sure of their purchase.

There is plenty of literature on the Web that establishes the best practices of live chat for home builders. Watch out for these articles if they are not from credible sources! Here are some common misconceptions that are found online about live chat and the real facts to help your builder/development master the art of chat.

Misconceptions of live chat:

1. Asking for contact information early in the chat
FACT: By asking for contact information (full name, email, phone number, etc.) too early in the chat you are basically "closing too early." And, as all Sales Managers know, this can be detrimental to the sales process. Instead, you need to be proactive in understanding what the chatter wants as well as their preferences.

2. Never ignore questions
FACT: Many questions aren't black or white and neither are the answers. Ask to clarify the questions instead so your salespeople, the experts, can answer them. Carol Marshall, Director of Virtual Sales at ActivSalesAgent added, "We make them aware of their need to come to your model center through relative questions. We ask questions in order to get clarification on their request."

3. Be persistent by offering promotional materials, direct mails of offers, or by calling them.
FACT: Online customers do not want to be bombarded by promotional materials. They want to be contacted to get answers to their questions. By ignoring what they are truly asking for, you are ignoring the customer and negating the 9+ minute conversation they had with your online assistant, the Virtual Sales Associate.

4. While chatting, watch your tone in your responses.
FACT: It's about grammar, professionalism, and the length of responses that create the "tone." Every word matters in a chat conversation.

We view our live chat services as more than just a lead providing machine, so we task ourselves with building a relationship with the customer for your development so that visitors feel tied to your development. "We are handling the 'meet and greet' and some needs analysis, allowing the home builders to do what they do best – sell homes," Marshall commented.

To view the original article, visit the activSalesAgent blog.