Many real estate agents were able to adapt their methods of service marketing thanks to the Internet. The same agents are now altering other aspects of the business, particularly the capture, filtering, and contact process for leads. Web marketing increases the number of leads, but it's becoming clear that agents may no longer be the best people to deal with them. The role of agents is being redefined as the position shifts elsewhere.

Due to the distinction between web leads and non-web leads, many real estate agents probably anticipated the change. It can commonly be reduced to a distinction in responsibility: While web leads can represent anyone with ten seconds to fill out an online form, non-web leads are typically solid referrals from other professionals who already know the client. In order to view all of a listing's details, many online home search Realtors require users to fill out a contact form. This strategy has resulted in both positive and negative outcomes, mostly negative. People will readily provide their email address in order to view listing images; however, this does not imply that they wish to purchase a home; in many instances, spambots posting fake email addresses are the reason. These leads are not so great, however Real estate professionals can't stand to dismiss them completely - that is the reason their job is being re-characterized.

Realtors need to find a new lead management procedure if they are to keep their new web marketing model. It turns out that they may not need to look very far; It's possible that brokers are in the best position to handle web leads from agents. Brokers are able to filter more emails and follow up on more leads that appear to be headed in the right direction due to their extensive network of professional contacts and generally superior office technology. The majority of brokers don't have a strong online presence of their own, so their primary role is to support real estate agents when needed.

Real estate would be able to compete with other industries in which leads and sales are handled separately through a partnership between agents and brokers. Real estate agents, for instance, filter and provide more than 70% of leads in the mortgage industry. The way this model works is slightly different because brokers filter the leads, rather than Realtors providing them.

Additionally, Realtors would be able to concentrate on sales and client service, the two most fundamental aspects of their profession, with a simpler lead management procedure.