A New Tool for Realtors
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Westlake Village, Calif.-based Homestore.com Inc., operator of REALTOR.com, launched an opt-in tool that lets Web home shoppers anonymously share the details of search operations with real estate agents.
Agents can then put together customized offers for these consumers based on their demonstrated interests. The consumer is only identified once he or she initiates contact in response to a salesperson's proposal.
Called Xlerator, the app is offered as a no-cost enhancement to Homestore's i-Lead Web site product for Realtors.
REALTOR.com, the official site of the National Association of Realtors, says it has 1.5 million listings.
i-Lead customers (the Realtors) can review detailed information about consumer searches, including types of properties, neighborhoods, desired price and even saved homes of particular interest.
Homestore.com said it worked with Realtors, consumers and privacy experts over several months through meetings, focus groups and beta tests to create XLerator. Participation is totally voluntary for consumers.
"This is a powerful tool that complements the online and off-line marketing campaigns of professionals with a new means of communicating with home buyers early in the research process," stated Steve Ozonian, president of REALTOR.com. "Previously, locating new clients on the Web was synonymous with finding a needle in a haystack. now we're changing this equation considerably."
i-Lead customers will be able to use XLerator next week when the service officially launches.