How plans to lure homesellers

Ad product will offer an AVM, market trends, and connect to up to three agents
  • 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.

EMERYVILLE, California -- is venturing into what some industry commentators say is a space ripe for innovation: seller lead operator Move Inc. will launch a "Connections for Sellers" ad product this month in a subset of small test markets nationwide.On'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 "Connections f...