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Most traffic to third-party sites doesn’t convert into sales

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The major third-party websites such as Realtor.com, Trulia and Zillow like to promote how many "unique" visitors they have to their respective sites. For agents and brokers alike, the question is whether all this traffic is something that translates into closed transactions for their respective businesses. I recently did a three-part series on listing syndication including a look at how some brokerages are addressing the syndication issue. After the first part of the series ran, I received a nice call from one of the people at Zillow. She shared that they had 35 million unique visitors the preceding month. While no one knows the exact number of unique visitors that each site generates, there are some ways to compare and contrast how many visitors each site is attracting. Ebizmba.com creates a composite score for most sites based upon their Quantcast and Alexa rankings. For the month of June, Ebizmba estimates that Zillow generated approximately 15 million unique...