In the world of online business, the most valuable currency is trust. Face-to-face transactions in brick and mortar stores are different because you can see the person you are buying from, you can ask questions, and you know where to return the product if there is a problem. Online transactions often lack all of these benefits. Buyers of online real estate have reason to be even more skeptical because there is so much money on the line. Real estate leads can be difficult to keep with so many factors working against you. Below is a list of 7 tips to help build a foundation of trust and move toward a successful sale!


There is probably nothing more important to building trust with online real estate leads than communication. If you want to project a forthcoming demeanor as a salesperson with nothing to hide, be open to talking online or over the phone if not in person. Your lead may have questions that are not addressed online. Being the first to answer their questions (or to respond to their communications) will give you a leg up on the competition, and show your potential buyer that you are a real person who’s interested in their business. Therefore, the more accessible and flexible you can be, the better.

Open and Honest

Along the same lines as the above tip, it is incredibly significant that you be transparent about any hitches or negative news. If your lead is already skeptical and then they find bad news regarding the property from a source other than yourself, they will (perhaps rightly) think you were trying to pull the wool over their eyes. Show your leads that you are not a shady salesperson working for a shady business. Reveal the true state of your properties, and inform your leads of whatever hitches or exceptions might arise in your transaction. Don’t be overly concerned about how your policy of honesty will harm sales. Leads in online real estate are more inclined to take a costlier option if you have their trust.

Social Media Presence

Real Estate sites (like Beycome) that have a strong social media presence make regular posts on social media sites like Facebook and Twitter. On sites like these, they can share useful information. A site can also blog about anything from the general business landscape in their region, to the housing market, to the goings-on in their particular company. The goal is to have your company in the light of day, not hiding in the dark. A quick online search of your business should show a living, thriving organization that is interacting with the same world that your customer lives in. A company without a strong online presence leaves your potential buyer wondering if the company still exists, or if it ever did!

Professional Website

Speaking of online presence, when someone clicks that link from social media to your page, you’ll want them to see a professional website.  It should have good web design or it may turn your leads away, confused and frustrated. Good web design means intuitive, legible, and informative. In those ways, the use of symbols and a navigation menu will help greatly. Your website should also have enough information to describe who you are as a company, and what you do, as well as contact information. Including pictures of your staff will help you connect with your customers. If you have individual listings on your site, be sure to include information about the property that your potential buyer might be looking for. Finally, use good grammar throughout.

Legitimate Website

Some other information you’ll want to include are the marks of authenticity: a logo, awards, trust badges, and longevity stats. A logo will allow people to recognize you at a glance, and make you look more professional. If your organization has won any awards in the business, show them off! They’ll speak volumes to your authenticity. Similarly, trust badges (from BBB, or Chamber of Commerce, etc.) will vouch for your trustworthiness.

Longevity can be represented in a variety of ways (number of years in the business, the number of homes sold, etc.). However, you choose to represent it, that information will show your leads that you aren’t a popup scam business. Online real estate websites are often well established and a strong history conveys legitimacy which can help solidify trust in a company. You also need to put effort into the presentation of a web site like color and formatting.  

Focus on Personal Data Protection

It is important in any business to create a privacy policy and provide relevant online consumer protection. Many feel comfortable with eBay or Amazon because they protect the buyer from fraud. What does your site do to protect your consumers? One thing you can do is use an SSL on your site. (A global security standard used by literally millions of online businesses to  encrypt communication.) An SSL authenticates the identity of the site and protects data transmitted through it, including passwords and credit card numbers. A lead will feel much more comfortable making the plunge into becoming a buyer if they know how they’re protected or what insurance they have.

Collect Feedback From Potential Real Estate Leads

There’s a reason you check any online reviews before you buy something. In terms of trust, nothing can compare to good reviews from satisfied customers. After a good transaction, give an incentive your customer to provide feedback. Then, include a section on your website to showcase that feedback. The more you have—and the more recent they are—the better!


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