OpinionAgent

Beyond buying a few portal ads

Brokers, teams and agents who kill it on ZTR
  • Several successful real estate professionals shared how they approach online lead sources such as realtor.com, Trulia and Zillow during a panel talk at Inman Connect San Francisco.
  • An online lead means nothing if it's sent to an agent that won't handle it accordingly.
  • By using a response team to pre-screen potential buyers for approval and follow up with phone calls, one broker can supply his agents with legitimate starting points.

Portal ads and online leads are now an everyday part of residential real estate, but some brokerages have churned them out better than others. Sitting down for a panel talk at Inman Connect San Francisco, several successful real estate professionals shared how they approach online lead sources such as realtor.com, Trulia and Zillow. Keith Dunham, HomeCity Real Estate (Austin) Dunham, who says he works with about 110 agents, expects nearly $250 million from online leads this year. But he says using an online lead means nothing if he sends it to an agent that won't handle it accordingly. "You can go across the industry, whether it's the car industry or whatever, and you tell them they’re going to get a pre-screened lead, and they’ll hug you," he said. "With agents, they’re like, ‘Well it's not as good as my mother’s friend,' or somethings like that.” "It's not a skill thing. It's a will thing," he said. Dunham believes that with a good marketing campaign, agents s...