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.
