Internet is one big lead generation tool

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

Editor's note: In this three-part series, Inman News looks at what industry insiders and participants expect will drive change and technology development in the next few years. We'll drill down on two of the hottest Web trends that are expected to get hotter for real estate: mapping and Web applications that drive consumers to broker and agent Web sites. (Read Part 1 and Part 2.) Search-engine optimization. Paid search. Vertical search. Pay per call. From a real estate professional's perspective, these are all different means to the same end: lead generation. Whether you're a Realtor, mortgage broker or title insurer, technology is changing the way customers come to your door. The range of options -- from do-it-yourself to outsourcing everything -- can be confusing. Some say the trick is to not put all your eggs in one basket. Like an investor looking for long-term gains, you should diversify, always keeping a close eye on your return on investment. The bottom line: find the most cost...