How a Lead becomes a "Lead" - part 3 on Lead Qualification
Posted by Pat Kitano at 8/31/2006 10:15 PM 
Categories: Technology, New Business Models, Realty Realities, Lead Generation
Categories: Technology, New Business Models, Realty Realities, Lead Generation
From Contact to Lead
Continuing a series of articles investigating lead generation and qualification, I noted this more academic article first on Inman defining what a "lead" is. Mr. Kyle Cascioli, an academic who also works with Homepoint.com, a real estate search site, explains that the initial input of contact data (the "registration") defines the user as a "contact", who only after qualification, becomes a "lead".
When I was searching for a house last year, I registered with several search sites, and soon received email and phone call confirmation directly from an agent. I assumed that my inquiry was brokered as a "lead" without qualification because I only provided the most basic contact info. Mr. Cascioli's simple thesis illuminates the raison d'etre of the new generation of lead qualification firms like Leadqual and Mosthome that charge a value add fee to broker/agents for delivering enhanced "leads" instead of unknown "contacts".
Am I right in assuming the lead qualification companies set up a qualification interface between the lead inquiry and the broker/agent receiving the lead? In Leadqual's case, the interface, usually phone, will qualify and deliver asap to an agent on call. This post is premature because I will do more analysis with a realtor I got to know who uses Leadqual... In the meantime, has anyone ever been contacted by an intermediary qualifier after registering on a search site, to be later transferred to the agent?
Technorati tag - lead incubation lead generation< body>
I sure wish home buyers would not use these sites to find an agent. The agents are paying for the leads. I would like to see the middle man cut out. They are not adding any value, they are just taking money from agents who have signed up. Any agent can sign up. Please see: http://www.stpaulrealestateblog.com/st_paul_real_estate/2006/08/why.html
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That is a great article about the REALTOR perspective to lead generation. Shouldn't REALTOR groups like NAR and their regional and local ilk be promoting direct REALTOR connection to the Consumer? Like the TV and radio ads about working with a REALTOR, the supplemental message should read - Contact that REALTOR directly.
Oh, yeah, we know about realtor.com...
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Pat,
As you know I have a lot to say about the lead generation companies and how un-transparent they are to consumers. My own blog is for St. Paulites and people interested in St. Paul Real estate. If I sent you an email with some information about a couple of the lead generation companies and how they may be hurting both agents and consumers would you consider publishing it?
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I have not been called on behalf of a real estate company but I have been called by a company trying to qualify mortgage leads. This actually sounds like a very time and cost effective way to qualify leads. Why have the experts wasting time prospecting when others can do it just as effectively?
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