Technology

Market Leader launches CRM platform for brokers

'Office Professional' offers ability to track agents' performance, identify coaching opportunities

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Market Leader, in its first product offering since becoming a wholly owned subsidiary of Trulia in August, is now giving brokers and offices the chance to purchase its customer relationship management platform for their agents.

The “Office” version of Market Leader Professional, which before now was available only to agents, provides brokers and offices a dashboard that gives them detailed insight into their agents’ use of the CRM and their business as a whole.

Market Leader has pursued a strategy of partnering with franchisors and brokerages in order to upsell premium services to their agents, but this is the first offering of its CRM product focused at the brokerage or office level, said Market Leader Chief Marketing Officer Sarah Daniels.

The broker dashboard of the new product gives brokers a window into how their agents use the system, including how often they log in, when they get new contacts, whether they set up listing alerts for leads and when, and a window into how many leads each agent is currently working with, Daniels said. It’s a good tool to use for coaching, she added.

The dashboard also aggregates info from all the agents’ Market Leader CRM accounts and presents their aggregate performance — in graph form along with benchmark goals — on metrics like the percentage of leads who are set up on a marketing campaign or listing alerts and what the group’s followup rate is.

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Screen shot of the Market Leader Office Professional broker dashboard.

Other back-end info includes how many leads came into the system from which source and presents an “office sales pipeline,” showing how many contacts are in which stage of the sales process: new, “retry,” inactive, active, hot and closed leads.

Leads are fed into Market Leader’s CRM with its “Smart Lead” system, which it introduced in June. The system automatically collects leads from a variety of sources, including realtor.com, Zillow, Trulia and other sites when agents register on them with their Market Leader email address, Daniels said.

Brokers can purchase access to the CRM system for their agents in bundles starting at 25 and then in increments of five. The cost for the 25 bundle is $1,250 per month, Daniels said. The cost represents a bulk discount from the individual agent product price of $129 per month, she noted.

In May, Market Leader, which provides CRM tools to a number of real estate industry heavyweights, including franchising giants Keller Williams Realty, Century 21 Real Estate, and Better Homes and Gardens Real Estate, made some of its CRM tools available to mobile users.

Trulia closed its $355 million ($170 million in cash, the rest in stock) acquisition of Market Leader in August. The deal was announced in May, but Daniels says that this product was in the works before the deal and that the portal had no specific influence on it.

Editor’s note: A previous version of this story incorrectly stated that the Market Leader Office Professional was the first product offered by Market Leader to brokerages or offices. Market Leader has offered broker-focused products for years, but this is the first time its CRM tool has been offered to brokerages and offices.