Industry NewsTechnology

Wake up and smell the virtual real estate leads

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

ORLANDO, Fla.–Since August of 2001, the Houston Association of Realtors has delivered 500,000 leads to its broker and agent members. HAR Chief Executive Bob Hale attributes the statistic to the association's public access MLS Web site, which enables prospective buyers and sellers to browse home listings and encourages them to use the services of a Realtor. HAR's lead generating campaign exists amidst a changing landscape for public MLS Web sites. A growing number of MLSs nationwide are conceding to broker member demands to nix public access to home listings through a neutral MLS site. The debate centers on who should be the first to provide the coveted first point of contact with consumers in a real estate transaction. "We wonder why the broker communities do not understand that when you deny consumers information, you open the door for other companies to provide it," Hale said during a panel discussion, "Virtual leads: New customers, new profit centers, new frontier," during th...