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Real Estate Broker Abandons Internet Team

Experiments with new approach to lead routing.

(Boonton, NJ, September 22, 2016) — Like many companies, Lang Realty has struggled to manage the Internet leads that are both crucial and confounding. On the one hand, leads pour forth: Lang Realty gets thousands of prospects visiting its site every month.

On the other hand, Broker Scott Agran freely acknowledges that most Internet leads are "awful," and that only 2 percent ever result in a sale.

For a time, Lang Realty of Boca Raton, FL, had a dedicated team that was devoted to incubating Internet prospects. The idea was that successful agents already had pipelines full of repeat customers and referrals and didn’t want to chase Internet leads that pan out only one time in 50.

But the statistics proved too daunting even for a dedicated Internet team. In his latest attempt to make sure Internet leads aren’t ignored, Agran says he applied the principles of old-fashioned floor time to the still-new challenge of courting online shoppers.

Now, a consumer gets several free views of listings on Lang Realty’s website before he’s prompted to register. Then, the lead is distributed to what Agran calls a "round robin" of agents.

From there, it’s up to the potential buyer to decide which Lang Realty agent to hire.

All the details on Agran’s "round robin" approach appear in the September issue of Real Estate Broker’s Insider.


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