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Measuring ROI success on the Web

Brokers get inside track on Web lead investments

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Editor's note: Now that real estate brokers are spending more money on online marketing and advertising to drum up new business, they want to know -- in a very detailed way -- how much bang they're getting for their buck. In this three-part series, we examine a few technologies offering insight into return on investment. (See Part 2: Web analytics put online marketing dollars to the test and Part 3: Targeting the newspaper real estate ad.) Now that real estate brokers are spending more money on online marketing and advertising to drum up new business, they want to know -- in a very detailed way -- how much bang they're getting for their buck. There are a lot of sources offering Internet-based leads to real estate companies, but not all leads are created equal. Some of them cost more time, effort and/or money to acquire and nurture. But the industry is getting better at the cat-and-mouse game of finding consumers on the Internet, luring them to a Web site, capturing their interes...