Industry News

Tracking real estate marketing dollars on the Web

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The Internet embodies instant gratification, with the promise of volumes of information at the click of a button. And while real estate companies may find it is best to respond as quickly as possible to inquiries they receive from consumers who are surfing the Web, patience with these online consumers can also pay off, said participants of an Inman News audio conference this week. Some consumers are not quick to commit to real estate services online, and it may take several months and even more than a year before they make a serious inquiry about buying or selling a home. As marketing dollars shift to the Internet, the real estate industry has been seeking ways to improve its response, tracking and return on investment for these leads. (See the Inman News special report, "Web ROI lead secrets," that discusses ways real estate companies are tracking their online investment dollars.) Kim Gorsuch-Bradbury, senior vice president for strategy and corporate development at LendingTree, said ...