Marking the latest addition to its customer relationship management (CRM) software, Market Leader has equipped its CRM tools with a feature that enables users to launch direct mail marketing campaigns that can target consumers based on criteria including ZIP code, demographics, home values and length of time in a home.

The feature will allow agents to avoid the high costs usually associated with direct mail campaigns that stem from typically having to blanket a neighborhood with mail, Market Leader said in a statement.

“For 13 years, Market Leader has been delivering innovations that enable real estate professionals to successfully grow and manage their businesses,” Market Leader CEO Ian Morris said. “We’re excited by this latest enhancement to our software that helps our customers cost-effectively generate leads and build their brand all with just a few clicks.”

The addition follows two other software upgrades that Market Leader has recently introduced. In May, the company debuted Market Leader Mobile, making some of its CRM tools available for use on smartphones, tablets and other mobile devices.

And last week, Market Leader unveiled upgrades to its Smart Leader Technology that make leads generated by major listing portals and franchises, as well as agents’ branded websites, automatically appear in its customer relationship management (CRM) tools.

Last month, Trulia announced that it had entered into a definitive agreement to acquire Market Leader for $355 million, a move that experts have said will make it an instant player in the business of providing software to real estate agents.

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