January 13, 2012 // Franchising.com // PARSIPPANY, N.J. - Realogy Corporation, a leading provider of real estate and relocation services, today announced the launch of a new suite of technical enhancements that have improved and streamlined its proprietary LeadRouterSM online lead management system. Since its inception eight years ago, LeadRouter has distributed more than 13 million sales leads directly to brokers and sales associates affiliated with Realogy's residential real estate franchise brands – Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, ERA®, Sotheby's International Realty® – including offices owned by its brokerage subsidiary, NRT LLC.
"When you consider that the majority of homebuyers and sellers ultimately will work with the first real estate agent who responds to them, you can understand how important LeadRouter is for our affiliated brokers and agents," said Alex Perriello, president and CEO of the Realogy Franchise Group. "This newest version of LeadRouter provides a substantially streamlined package that is designed to give the busy real estate professionals affiliated with our franchise systems a competitive advantage. We made a seven-figure investment last year in a challenging economy to significantly enhance the LeadRouter system's speed, performance and capacity so that our brokers and agents could continue to improve their competitive position. Our affiliated brokers are already seeing increased efficiencies as a result of our newly redesigned LeadRouter platform."
First launched in 2004 as the first web-based product of its kind and available only to Realogy-affiliated brokers and agents, LeadRouter captures leads from both homebuyers and sellers and forwards them instantly as both voice and text messages to agents' mobile devices, enabling them to respond to consumers within minutes of receiving the request. The LeadRouter platform distributes leads from more than 20,000 offline and online sources, including Realogy's brand websites and listing distribution partners as well as phone inquiries and walk-ins.
The new, streamlined LeadRouter is designed for a new generation of real estate professionals, with enhanced mobile versions of the product, optimization for iPad®, vastly improved usability, faster lead routing and improved tracking and follow-up of long-term leads. In addition, Realogy brand franchisees' now have a broader array of technical tools to track conversion rate and marketing return-on-investment based on lead source, marketing campaign and customer type, allowing them to continuously fine-tune their business decisions related to marketing expenditures in real time.
"LeadRouter's real-time functionality is a tremendous tool for Realogy-affiliated brokerages,' said Perriello, who also called LeadRouter a "compelling differentiator" in the way that its intelligent routing and customizable business rules enable our brokers to manage all of their incoming leads through a single, integrated platform.
Realogy Corporation, a global provider of real estate and relocation services, has a diversified business model that includes real estate franchising, brokerage, relocation and title services. Realogy's brands and business units include Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, The Corcoran Group®, ERA®, Sotheby's International Realty®, NRT LLC, Cartus and Title Resource Group. Collectively, Realogy's franchise system members operate approximately 14,300 offices with 253,000 sales associates doing business in 100 countries and territories around the world. Realogy is owned by affiliates of Apollo Management, L.P., a subsidiary of Apollo Global Management, LLC, a leading global alternative asset manager.