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Real estate leads land at Cendant

Executive dishes details on company's new online lead system

NEW YORK–Alex Perriello, president and CEO of Cendant Real Estate Franchise Group, revealed some of the thinking and mechanics behind LeadRouter, the company's recently acquired online lead tracking system. "In 2002, we began to evaluate and looked at how we could respond to Internet leads better and more efficiently and to better track and respond to them, and also to see the sources of the leads," Perriello said during a keynote address Monday at Real Estate Connect NYC. During that process, Cendant discovered a company called LeadRouter. "It's a very simple process but quite interesting when you look at the entire process," he said. LeadRouter takes an e-mail message from a consumer visiting Cendant's Web site and converts that lead to voice, then calls the realty sales associate's cell phone within 10 seconds of the lead being placed to alert them, Perriello explained. "We determined that the cell was the lowest common denominator. Everyone has a cell phone," he said. The c...