Another strategy One and Only uses to turn browsers into members is the 'Agent of Love,' which searches new ads, and e-mails any new ads matching the 'love profile' browsers specify. This is an excellent service, and sounds like another freebie. What the 'Agent of Love' does, however, is to tempt new members with ads they want to respond to. Of course, in order to respond, they must purchase a membership. Joining the Agent of Love involves browsers more deeply in the site, and they find their interactions are once again successful.
Lets look at the process again.
Browsers are enticed into dealing with you with a freebie. But of course nothing is really free and the free ad, is only a teaser to break the ice and prepare browsers for the next step, purchasing a membership. The primary goal is to entice browsers into buying a membership and to do that a free ad is offered. This means the sole function of your site must be to get browsers to place a free ad. Anything else is a distraction and a decision browsers have to make.