'Stealth' marketing pays off

How to boost leads without breaking the law

One of the proven ways to generate leads from the Web is with a "stealth" Web site. The question is: Are you putting your license at risk by using this strategy?

Stealth Web sites, which are sometimes called unbranded Web sites, are designed to focus on consumers’ needs. They tend to be focused on a single market niche and often have little resemblance to most other real estate Web sites.

Most stealth sites consist of a landing page where the Web visitor provides an e-mail address to automatically receive a foreclosure list or some other offer. If the person doesn’t provide a correct e-mail address, that person doesn’t receive the information.