In the digital age, more and more homebuyers are beginning their searches online. This makes it increasingly important to promptly follow up with and manage incoming leads in order to close transactions.

Beginning July 22, is testing out a new way for brokerage companies to potentially enhance the number of leads converted and to assist homebuyers in finding their ideal agent based on their needs.

Seven participating brokerages, the names of which have not been released, will offer an enhanced contact form on their listings that showcases the specific listing agent for each home — plus three additional agents within that particular brokerage. ( said it is not releasing pricing or cost information about the new form at this time.)

Lead_Form_Screen_Shot_B’s new lead form.

Because data show that it often takes a long time for a consumer to get a response from an agent — or, in some cases, there is no response at all — allowing for the selection of more than one agent is expected to increase the probability of a specific brokerage company capturing and closing a lead.

“A brokerage and their agents get little value out of an online lead that is not responded to, and we get little value out of that as well,” said Russ Cofano, Move Inc.’s senior vice president of industry relations. (Move Inc. owns

“When a consumer goes to and clicks on a lead form to get more information and they don’t hear back from anybody, they feel like they didn’t get the best experience on At the same time, that brokerage firm and their agent really loses out on the ability to capture someone’s information who wants to buy a house.”

The listing agent will be on every multiple-agent lead form, accompanied by other agents whom the brokerage specifically picks for that listing.

The goal is for brokerages to list other agents who have specific knowledge about the house, neighborhood and community, and who also have a good track record of similar home sales. Every agent on the lead form must have worked on at least one transaction in that same ZIP code.

The consumer will have the ability to choose up to four agents on the lead form. The lead will then be sent out to the selected agents, who will have an opportunity to respond. Consumers also have the ability to click on the agent’s photo, which brings them to a profile page so they can learn a bit more about each individual’s area of expertise.

Cofano is excited for the test run of this product offering, which is expected to be tested for about three months.

“It’s basically a win-win-win. A win for the brokerage companies, a win for the agents and a win for,” he said.

Email Kimberly Manning.


Inman Connect San Francisco is right around the corner — register now and save $200!

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Will you attend ICLV virtually or in-person? The agenda is packed with stellar speakers and sessions.Learn More×
Limited time: Get 30 days of Inman Select for $5.SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription