Industry News

RealEstate.com announces new Web site, lead-generation tools

'Warm transfer' system connects consumers, agents via phone

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RealEstate.com, which is operated by LendingTree LLC, has announced a Web site redesign that is intended to enhance property searches, and also announced a new "warm transfer" lead-generation program that immediately connects online consumers with real estate agents via telephone. RealEstate.com has real estate brokerage operations and also operates an online lead-generate business for a network of real estate agents. The Direct Connect lead-generation program for the company's agent network has expanded to Orlando, Houston and Chicago after a six-month pilot test in Phoenix, the company announced, and will continue to be available to agents in Phoenix. Through the new program, a call center screens consumers who fill out an agent request form online and determine "the customer's level of readiness for working with a real estate pro" before making a live introduction to an agent via telephone. "Once transferred, the customer becomes an exclusive lead to that agent. The result is a hi...