Industry NewsNews Brief

Listing portals go beyond lead gen

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CORRECTION: This original version of this article contained an error regarding the acquisition cost of SharperAgent and has been updated with a correction. Market Leader reported that it acquired SharperAgent on Aug. 1, 2011, for $1.75 million in cash and assumed liabilities of about $400,000.Some of the biggest real estate portals on the Internet -- including Zillow.com, Realtor.com, Homes.com, and RealEstate.com -- want real estate brokers and agents to think of them as more than purveyors of leads and advertising space.Realtor.com operator Move Inc. has provided customer management relationship (CRM) and marketing tools to Realtors for years, through its Top Producer Systems division. Those products, which can be integrated directly with Realtor.com, boast endorsements from franchisors Keller Williams Realty Inc., Re/Max, and EXIT Realty Corp. International. Keller Williams agents already know RealEstate.com's owner and operator, Market Leader Inc., as one of the lead vendor...