AgentBrokerage

How realtor.com plans to lure homesellers

Ad product will offer an AVM, market trends, and connect to up to three agents
  • Realtor.com will start testing a new seller lead generation product this month.
  • The ad product will offer potential sellers an AVM, market trends, and the ability to connect with up to three agents.
  • Other sites, including Zillow and Redfin, have recently launched their own products to rake in seller leads.

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EMERYVILLE, California -- Realtor.com is venturing into what some industry commentators say is a space ripe for innovation: seller lead generation. Realtor.com operator Move Inc. will launch a "Connections for Sellers" ad product this month in a subset of small test markets nationwide. On realtor.com's off-market listing pages, the product will feature market trend data on area home prices, an automated valuation model (AVM), and up to three agents offering a free home value and market analysis. "One of the things we’ve found looking at our pages for off-market properties that approximately 30 percent of people who submitted a lead from that address, with the address of the off-market property, actually ended up selling the house within a year," Tapan Bhat, Move's chief product officer, told Inman. "So they were really high quality prospects. It was definitely something we said, ‘Hmm, there must be some opportunity here.’" Preliminary realtor.com "Connections f...