Industry News

Survival of the niches: getting leads in a slow market

Part 1: Lead generation evolves in real estate

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Editor's note: In this three-part series, Inman News looks at how the changing market is impacting lead generation, how agents are competing for top spots on Google, and how the lending industry faces increased criticism of its use of trigger lists. (Read Part 2, "Google as a lead strategy," and Part 3, "Consumers, lawmakers take issue with trigger lists.") Home sales are slumping and prices are fickle or falling in many markets across the country. There are fewer transactions to go around, and that means less money in agents' pockets and more urgency to make marketing decisions as competition heats up to reach the serious buyers and sellers. But opportunities abound even in a struggling real estate market, say officials at online real estate marketing companies, and this downturn can be the right time for agents to specialize in a market niche and to expand their focus to those prospective clients who may not be ready for a sale or purchase in the near future. Agents' business surviva...