| The Internet helped many real estate agents change | | | | than ideal, but Realtors can't afford to disregard them |
| the way they market their services. Now the same | | | | entirely - that's why their role is being re-defined. |
| agents are changing the way they approach other | | | | If Realtors are to keep their new web marketing |
| aspects of the business - in particular, the process of | | | | model, they must also find a new lead management |
| capturing, filtering, and contacting leads. Web marketing | | | | process. As it turns out, they might not have to look |
| helps attract more leads, but it's becoming clear that | | | | far; brokers might be in the best position to deal with |
| agents might not be the right people to deal with them | | | | agents' web leads. With their broader range of |
| anymore. As the job shifts elsewhere, the role of | | | | professional contacts, and generally superior office |
| agents is being redefined. | | | | technology, brokers can filter more emails and follow |
| Many real estate agents likely saw the change coming | | | | up on more leads that look like they might go |
| thanks to the difference between web leads and | | | | somewhere. The shift is also natural because most |
| non-web leads. It can generally be boiled down to a | | | | brokers function mainly to provide support to Realtors |
| difference in commitment: non-web leads are often | | | | where necessary, and don't have a high web |
| solid referrals from other professionals who already | | | | presence themselves. |
| know the client, while web leads can represent anyone | | | | An agent-broker partnership would bring real estate in |
| with ten seconds to fill out an online form. Many | | | | line with other industries where leads and sales are |
| Realtors with an online home search require people to | | | | handled by separate bodies. In the mortgage industry, |
| fill out a contact form in order to view full details on a | | | | for example, more than 70 per cent of leads are |
| particular listing, and this tactic has had positive and | | | | filtered and supplied by real estate agents. The model |
| negative results - mostly negative. People will readily | | | | proposed here works slightly differently because here |
| supply their email address in order to view listing | | | | Realtors supply the leads, but brokers filter them. |
| pictures, but that doesn't mean they want to buy a | | | | A smoother lead management process would also |
| home - in many cases, they're simply spam-bots | | | | enable Realtors to focus on sales and client service, |
| posting fake email addresses. These leads are less | | | | the two most basic aspects of their profession. |