BrokerageIndustry News

HouseValues agents fly high on leads

Follow-through is key to turning leads into business

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Staci Dancey got tired of cold-calling to get leads. She spent several hours on the telephone on some days to drum up new business. "I knew there had to be a better way – that leads could come to you without killing you," said Dancey, a Realtor for C-21 Masters in Walnut, Calif. Dancey, a Realtor for about 26 years, got a call about four years ago from HouseValues, a company that offers home-value estimates for consumers and Internet-generated leads for real estate agents. "Luckily HouseValues turned out to be a good company. A lot of them are not." These days, Dancey processes about 110-140 HouseValues leads each month, and she estimates a 3 percent to 5 percent conversion rate for turning these leads into actual business. "I'm on track to do about $750,000 this year on gross commission," Dancey said. "My business has just been amazing." Like any lead – it's only as good as the work you put into it, Dancey said. Within 24 hours of receiving the leads, Dancey said the cons...