Editor's note: This article is reposted with permission by The Real Deal. Click here to view the original article. By AMY TENNERY NEW YORK -- A new residential online brokerage hopes to unlock a new palette of analytics from which sellers can track how their advertisements perform among buyers, adding a new transparency to the home-selling experience. RealDirect.com, which was unveiled last month, provides traditional brokerage services, plus it gives sellers a personal account through which they can check how often listing clicks result in appointments, a Google Analytics-type tool for real estate. "If you're getting a lot of from the New York Times … but you're getting twice as many appointments from StreetEasy, that's more valuable," said Doug Perlson, company co-founder and CEO. "What has been left out the entire time is appointments," a more important metric to track. Sellers have a couple of options. For homes that are ...
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