Agentology has launched a new dashboard feature that it describes as a Google Analytics-like information stream for real estate marketing campaigns.

Agentology, a company that fields and vets leads, has launched a new dashboard feature that it describes as a Google Analytics-like information stream for real estate marketing campaigns.

The San Diego-based company‘s new Insights Dashboard identifies the sources that produce leads, what percentage of those leads are actually interested in talking to an agent, and what time of day the leads come in, among other things. So for example, an agent using the dashboard might theoretically log in and see that they have a few dozen leads from Facebook, most of which came in after business hours. That agent would also see how many new leads they’ve received in the last 30 days, as well as how many were disqualified and for what reasons.

David Tal

Agentology co-founder and CEO David Tal told Inman that the idea for the dashboard began with the realization that “agents really don’t have a good understanding of where they’re marketing dollars go.”

“We had the idea of creating the Google Analytics for real estate marketing,” he explained. “Now when people log into their Agentology dashboard, there’s a new Insights Dashboard.”

The dashboard also displays how much time and effort Agentology is expending, showing a breakdown of calls and other forms of communication the company’s concierge is sending out.

Tal said the Insights Dashboard was rolled out to existing Agentology customers over the past two weeks. The company charges a minimum of $395 per month to handle up to 50 leads. Higher priced plans, some of which are designed for teams, can handle more leads.

Credit: Agentology

The new Insights Dashboard is now part of Agentology’s core product and does not require any additional fees to use. Tal said that when broken down per lead, Agentologies prices tend to run about $5 to $8, which he called “extremely affordable.”

Agentology uses “automation infused with real conversation” to screen leads. The company engages with would-be home buyers and sellers via phone, text, and email, and nurtures them until they’re ready to be passed off to an actual agent. The company syncs with sources like Zillow, agent websites, and customer relationship management platforms.

“We nurture leads for six months to make sure nobody falls through the cracks,” Tal added.

The system also allows agents to bounce unwanted leads back to Agentology. When those rejected leads end up producing a closed deal, the company pays the initial agent a 25 percent referral fee.

Agentology made headlines nearly a year ago for raising $12 million in funding, which it planned to spend on new engineers, product teams and designers. The funding came after the company was “flooded for business,” Tal said at the time.

Tal said the response to the new Insights Dashboard as been “dramatic” as well.

For the first time, he continued, agents are able to see how one source of leads compares to another — for example Facebook verses Realtor.com verses Zillow — and then target their marketing dollars accordingly. And Tal said that agents have already contacted his company to say that they are saving time or shifting their resources thanks to the new information they can access.

“Some people are telling us that they’re dropping certain lead sources because of it,” he continued. “We’re helping them for the first time differentiate and make better decisions.”

Email Jim Dalrymple II

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