Industry News

Big broker captures online real estate leads

How Weichert, Realtors turns Internet into opportunity

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Weichert Real Estate has created an in-house online lead network that may well be the industry's first substantial Internet lead business inside of a existing full-service real estate company. The Weichert Lead Network opened for business 11 months ago and today shovels piles of leads into the hands of Weichert's 11,000 sales associates, according to Bret Violette, president of the Weichert subsidiary. "What we saw (at other companies) was (that) it was largely one or two people who fielded Internet inquires, usually it is the relocation department. We thought the opportunity was much bigger than that, so we built a cradle-to-grave system to capture and convert Internet opportunities," Violette said Wednesday during an Inman News audio conference, "How one big broker is parlaying leads off the Web." The success of companies that collect and distribute leads online has given real estate brokers and agents a new source of business–and a new topic of controversy. Weichert has ta...