Industry NewsOpinion

Online lead generation’s missing link

Guest perspective: What about the consumer?

Educate the consumer and we all win. More homes will be sold, and the real estate buying trend continues. This year I attended my first Real Estate Connect conference in San Francisco. Although real estate has been a part of my family for more than 20 years, I consider myself a newbie to the industry. With this outsider mentality, if I had to pull anything from the conference that seemed be missing it would be: What about the consumer? Canvassed within the industry and across the Internet is one thing: lead generation. What does this mean to the consumer? It means, that instead of seeing homes, they are first confronted with a form. Marketing companies are convincing agents that they need a lead-generation form to be the gateway to their listings. Besides, why just let the virtual window shopper walk by? And industry leaders have found that they can easily make money by generating leads without attacking the headaches of aggregating listings head on. So, instead of delivering what t...

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