Do you have little or no incentive to enhance your agents listings online because there is no clear way to track the results or measure payback?

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2 Rapid Respnse Real Estate Turning Clicks int Clsings! Des this Sund Familiar? Are yur Internet leads ging unanswered by yur agents? Is this negatively affecting yur brand? And are yur cmpetitrs reaping the rewards? D yu have little r n incentive t enhance yur agents listings nline because there is n clear way t track the results r measure payback? The Dilemma: Real estate brkers are hesitant t direct Internet leads frm their agents wn (nn-idx) listings t their call center fr fear that agents will perceive they are stealing their leads and charging them a fee, r giving their leads t ther agents. The reality is that mst agents d nt have the resurces, prcesses r systems t prperly qualify, nurture and manage large vlumes f Internet leads. In fact, Business Week reprts that 80% f Internet leads are lst, discarded r never respnded t 1. REALTOR.cm reprts that 71% f their leads t agents g unanswered 2. And the Natinal Assciatin f REALTORS cites lead respnse as a critical industry issue 3. A lack f centralized, cnsistent custmer service centers results in thusands f lst sales and millins f dllars in lst cmmissins t brkers and their agents. I. The Brkers Dilemma: Many listing agents demand that Internet leads frm their wn (nn-idx) listings g direct t them, despite nt being able t manage these leads effectively r prfitably. This demand makes it impssible fr the brker t: 1. Measure cnversin f leads t sales since a lead cntacts the listings agent directly, brkers dn t knw hw much f their Web traffic results in quality leads and clsed transactins. 2. Justify allcating mre (effective) advertising dllars nline if a brker cannt track cnversin, they cannt determine the value f an Internet lead, recup the cst r justify allcating mre marketing dllars t btain additinal leads. 3. Prvide a cnsistent brand/custmer service experience t the cnsumer If 300, 1000 r 2000 agents in a brkerage firm all respnd differently t a cnsumer, r nt at all, it s the brker that gains a bad reputatin. Cnsumers remember the brkerage firm nt the agent when telling friends and family abut the service, r lack theref. XYZ Realty never called me back, they suck. II. The Agents Dilemma: Mst agents knw that 74% f cnsumers start their hme search nline and 58% select the first real estate agent wh respnds t them 3. Unfrtunately, agents cannt respnd quick enugh t the vast majrity f Internet leads fr three reasns 4 : 1. Lw Cnversin Only 3 t 5 f every 100 Internet leads results in a clsed transactin. Agents are nt accustmed t being rejected 97% f the time, and it's especially frustrating fr thse wh try t cntact each and every lead real time Best Use Of Time The mst successful agents are thse wh spend the mst face-time with qualified buyers and sellers. Obviusly, agents cannt be in tw places at nce; if they are ut in the field, they cannt respnd t an Internet lead in a timely (instant) fashin. Nr can agents be expected t interrupt an in-persn meeting t cntact a lead that has less than a 3% chance f buying r selling a hme. 3. Investment In Resurces, Systems, Training and Prcesses Individual agents, r even small teams, dn t have the persnnel, systems, training r prcesses t handle this glut f Internet leads. Slutin: Rapid Respnse Real Estate 1 Business Week, May Hmestre s Mike Lng Talks t Realty Times, May NAR Prfile f Hme Buyers & Sellers 4 Three Reasns Why Agents Dn t Maximize Internet Leads, RIS Media, 2007 Cpyright Trulia, Inc. All rights reserved.

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4 Rapid Respnse Real Estate Turning Clicks int Clsings! One brker - Prudential Gergia Realty - successfully slved the prblem f where brkers shuld distribute Internet leads by turning their call center int an army f virtual assistants fr its agents. With the gal f cnverting mre Trulia Internet surfers int buyers, they mdeled their Rapid Respnse Real Estate prgram after ther industries where inside and utside sales teams wrk well tgether. As illustrated n the next page, the prgram wrks as fllws: 1. The call center is staffed with licensed agents wh respnd t cnsumer leads within minutes, prviding the respnsiveness cnsumers expect while minimizing missed pprtunities fr the brkerage. 2. The call center qualifies the lead as an inside sales partner fr the field agents, answering rutine inquires n the spt and btaining mre accurate cntact infrmatin. 3. Cnsumers wh are nt yet ready t speak t an agent r need generic assistance are incubated. 4. Qualified buyers and sellers are frwarded t the listing agent, wh has right-f-first refusal t service the lead within a specified perid f time typically 4 business hurs. Prudential Gergia utilizes a lead management prcess that ntifies the agent via and sends a text message t their cell phne. 5. If the listing agent declines the lead r des nt respnd within the specified time frame, the call center assigns it t anther available agent that has the best skills match fr the client. 6. A clsed lp lead management mdel is used t evaluate the utcmes and cntinuusly ptimize the prgram. Everyne wins with Rapid Respnse Real Estate : Cnsumers get the instant respnse and cnsistent, tp-ntch custmer service they expect. Agents are freed frm chasing hundreds f leads that may r may nt clse, and can instead fcus n turning serius buyers and sellers int clsed transactins all withut paying a salaried assistant. Brker Prudential Gergia gets multiple benefits, including: Brand building thrugh fast, quality respnse t cnsumer inquiries. Increased cmmissins as its agents clse mre deals and earn mre mney by letting fewer leads escape t the cmpetitin. Future revenue as the brker earns custmer lyalty, nt just the agent. A recruiting and retentin tl fr Prudential Gergia s mst imprtant asset its agents! Ability t fully track Trulia leads t transactins and allcate marketing dllars t maximize revenue. Prudential Gergia s Results frm the Rapid Respnse Real Estate prgram * : Increased grss cmmissin incme by ver $1 millin per year. Increased average lead respnse f less than 15 minutes. Dramatically imprved the ability t track and ptimize the end-t-end lead generatin prgram. Delivered thusands f incremental leads t their agents. * Results prvided by Prudential Gergia Management Cpyright Trulia, Inc. All rights reserved.

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6 Rapid Respnse Real Estate Turning Clicks int Clsings! Building vs. Outsurcing the Call Center: Building a call center with sphisticated technlgy that empwers brkers t respnd t every lead within minutes and track it all the way thrugh its lifecycle can be a risky and prhibitively expensive undertaking fr mst brkers. Frtunately, there are award-winning utsurced call centers at yur dispsal that specialize in this prcess and can wrk seamlessly with a brker s existing systems. Mst Hme (www.msthme.cm) is ne such cmpany, ffering a state-f-the-art cntact center staffed by licensed prfessinals in Vancuver, Canada. Mst Hme s flagship eteam Lead Respnse service is a client acquisitin, respnse and qualificatin slutin fr brkerages lking t grw their business thrugh a prven nline marketing and custmer service strategy. As a licensed brkerage, eteam Lead Respnse prvides timely and prfessinal custmer respnse t Internet inquiries. With Mst Hme s eteam Service: Leads are captured frm Web site frms, s, prperty searches, shwing requests and mre. Each inquiry is respnded t and qualified by an eteam prfessinal. Qualified Ready, Willing and Able prspects are directed t yur sales assciates. Lead Validatin System Reverse Phne Lkup. Verificatin f Cell r Land Line. Append Name/Address Data. Crss Reference D Nt Call List. Qualify Leads Cnvert t Clsed Deals Leads are ranked and priritized accrding t timeliness, mtivatin and ability. As an extensin f yur ffice, eteam specialists fully qualify each ptential client. Once yur custmers enter the Buy r Sell Zne, yur eteam passes the fully qualified prspect n t yur sales assciates via phne/ and text message alerts. End-t-End Tracking f Key Ratins: Unique Visits t Lead Frms Tracks Site Effectiveness Leads t Prspects Tracks eteam Prductivity Prspects t Transactins Tracks agent Prductivity Leads t Transactin Tracks Prgram Effectiveness Ttal $ per Lead Tracks Value f Each Lead Ttal $ per Unique Visit Tracks Value f Each Unique Visit $ Earned t Cst Tracks ROI A Turnkey Outsurce Slutin with Virtually N Upfrnt Cst: Mst Hme can have a brker up and running within a matter f weeks frm the time the brker decides t start sending Internet lead thrugh the eteam. Mst Hme has a flexible cmpensatin schedule, wrking with brkers wh prefer t pay a Success Fee at the end f a clsed transactin, as well thse wh prefer t pay based n a nminal Per-Lead Fee mdel. Cpyright Trulia, Inc. All rights reserved.

7 Rapid Respnse Real Estate Turning Clicks int Clsings! Fr mre infrmatin n Trulia prgrams and services please cntact: US EAST: US WEST: Sean Black Kelly Rark VP, Sales VP, Industry Develpment 419 Lafayette Street 208 Utah Street, Suite 310 New Yrk, NY San Francisc, CA x 103 General: TRULIA r If yu are interested in putting yur listings n Trulia please refer t: Fr MstHme inquiries please cntact: Bradley B. Miller MstHme VP, Sales Denver, CO Cpyright Trulia, Inc. All rights reserved.

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