Online real estate execs talk traffic, engagement and leads

Trulia, Zillow, Market Leader, leaders differentiate services

NEW YORK — 2010 marked a turning point in online real estate, said President Errol Samuelson. It was the first year that more consumers "found the home they ultimately bought, rather than the agent finding it" — 41 percent vs. 37 percent.

Samuelson spoke as a part of an online panel during the Real Estate Connect conference last week. He was joined on stage by Pete Flint, co-founder and CEO of property search site Trulia; Ian Morris, CEO of marketing software company Market Leader; and Spencer Rascoff, CEO of property valuation and search site Zillow.

And while consumers may be more empowered by the growing body of real estate information online, "The fundamentals of business have not changed," Samuelson said. "It’s about creating a very compelling consumer experience."