07/10/2008 It has perhaps always been a hindrance to the efficiency of an Estate Agent, when the applicant database comprises a collection of 'nosey neighbours', prospects who are 'always looking' and the parade of bored housewives. Then there's always old people looking for company and those sellers who don't want to place their own property on the market in Aberdeen until they find. Which they won't!
It would now seem that the latest marketing model to come out of the property portals is 'pay per lead'.
Whilst this would initially seem like a sound concept, you only pay for actual leads, the problem lies in what really constitutes a lead. It would seem that in most cases, a lead is actually an enquiry, where the terminology has been replaced to suit the supplier. If the system was based on paying solely for an enquiry that actually resulted in a viewing, then this would be a very economical method of advertising for the agent. That system would of course be impractical and impossible to monitor. However, the internet has provided us with a new breed of waster. The Browser. People who can spend all of their spare time, and they probably have bundles of it, fantasising about owning their own home or dealing in the exciting world of property development. Armchair 'wannabees' who don't even need to leave the sanctuary of their rented bedsit. £1 per lead is a great concept.
SQ... I question the definition of a lead.
BO... Marketing property is still completely free with the following websites (plug)