How do HomeGain, Realtor.com, Service Magic and other companies like this make money? These companies are called lead generation companies. They spend vast amounts of money advertising on TV, the Internet, radio, and in print so that youll go to their website to find information about real estate. When you click on a property and request information the company then either sells the lead at a fee ranging from $20-$50 for an unqualified lead or up to a 35% referral fee for leads that are more valuable.
What does the company do for the fee charged? The answer might be pretty surprising. They dont do anything, but forward the lead to a service provider. Yep, thats right. You can search the MLS on any number of free websites so the website they provide is little more than a mechanism to get your information. Some people think agents, contractors, or other service providers are overpaid for what they do. Take a look at these companies and ask yourself if forwarding an email is worth $1500 (Thats the commission split they would receive on the sale of a $150,000 home.).
Who pays the fees that these companies charge? For the most part, the Realtor, mortgage broker or other service provider pays for these leads. The laws of business provide that you cant get something for nothing. This is very true. So by adding no value to the transaction and taking up to 35% of the payment for service, the middle-man is taking value from both the consumer and the service provider.
Why is this bad for consumers? In real estate like many other service industries, the best Realtors obtain their business through referrals. The weaker, newer, less experienced agents typically buy leads from sources such as these. The next time you visit a site like these lead generators, think twice about giving them your information and go directly to the source. Youll cut out the middle-man and get a better agent for your hard earned dollar.
Joe Cline is a professional real estate broker, investor, and REALTOR with Coldwell Banker in Austin, Texas. Joe believes in providing world-class service to his clients through educating and coaching them through their real estate transactions.
Joe's committment to education and service is reinforced by his achievement and participation in the Austin Board of Realtors, Council of Residential Specialists, Accredited Buyer's Representative's Council, Texas Association of Realtors, and National Association of Realtors.
Joe holds his Broker's license, the Accredited Buyer's Representative designation, the Certified Residential Specialist designation, the Certified Home Marketing Specialist designation, Cendant Mobility Marketing Specialist designation and the Cendant Mobility Referral Specialist desgination.
You can find out more about Joe and Austin real estate at Joe Cline's personal website http://www.joecline.com
