Keller Williams Realty says half of the company’s 80,000 agents are now up and running with the company’s new integrated lead management, contact management, marketing and transaction management platform, eEdge.

The eEdge platform was approved by 98 percent of Keller Williams agent leadership councils in a Dec. 14, 2010, vote, followed by a regional launch in January. The eEdge platform was implemented company-wide in February, with contact management and marketing materials components.

"The speed at which our associates have adopted and embraced eEdge has exceeded all expectations and is a testament to the outstanding execution by our people and by our partners at Market Leader and DotLoop," Keller Williams CEO Mark Willis said in a statement.

Market Leader is providing the lead management, contact management and marketing design components of eEdge, while DotLoop is contributing transaction management services including online documents and signing.

Development of the product continues, with roll-out of the paperless transaction component of eEdge more than 77 percent complete and on target for company-wide implementation by September 2011, Keller Williams said.

Keller Williams Realty is providing the central platform that allows each component to share information, and which allows integration of products from other vendors.

The first of these integrations is Market Leader Professional Edition, which gives eEdge users additional functionality including virtual tours, deluxe listing packages and Craigslist postings. Market Leader’s RealtyGenerator product is also fully compatible with eEdge, offering team accountability and Internet lead generation and conversion solutions.

Market Leader will receive a minimum of $10 million from Keller Williams during the initial five-year term of the eEdge agreement, and expects to generate additional revenue by "upselling" premium software and services to Keller Williams agents.

Keller Williams agents pay the franchise $15 a month for eEdge, and can choose to subscribe to a Market Leader Professional Edition with additional capabilities for $99 a month.

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