I was invited to participate in the Unraveling ROI: Tools for Measuring Online Success panel at the 2007 Inman News Real Estate Connect Conference in San Francisco because I come from two arenas, real estate and Web analytics.

Having been an active REALTOR® with Alain Pinel Realtors in Saratoga, CA, for years, I have personally experienced the benefits and success of merging online technology with real estate business models for the agent and brokerage. Web management and data tracking (analytics) are undeniably a real value proposition.

The discussion on the panel centered on being a visionary, and it is a timely message. Brokers need to align their agents with great search tools like Trulia® and Zillow™, and powerful tracking tools like VisiStat®, in order to effectively create measurable ROI.

Brokers are seeing that agents are becoming more aware of technology, and are realizing that their agents will be looking to them for their online tools and how to use them most effectively.

A successful broker keeps his or her agents on the cutting edge. Derek Overbey, VP of Marketing for Intero Real Estate Services, said, "...if we didn't have agents we wouldn't have a brokerage, so it's up to me to go out and find the best tools possible for my agents." Brokers now have better tools and online venue opportunities -- they have a responsibility to their agents to watch trends, seek out the most cutting-edge and effective tools and technology, and bring it to them.

Industry studies show that homebuyers are going to the Internet and moving away from newspaper ads. It's important that brokers look at the bigger picture and see how public behavior is changing; to be forward thinking and to stay aware of upcoming home buyer trends and behaviors. This message is resonating within the real estate community, which was proven to us by the questions and testimonials we heard from hundreds of agents at Howard Brinton's STAR POWER® conference.

STAR POWER® is an event that offers the latest and greatest technology and business tools, information, news, and provides a good opportunity to discuss industry-impacting issues. When we attended in 2006, we spent the lion's share of our time introducing the concept and importance of Web analytics, explaining how crucial good Website data tracking and management is to real estate professionals.

Analytics and tracking seemed to be a fresh technology to the real estate sector last year. But, we saw a real difference this year. There was a lot less education needed on the concept and need for measuring Website performance. This year, the questions and conversations were more about how not having a Website is being seen as a credibility issue.

In one year, the industry has gone from acknowledging Websites to realizing that Websites with accurate and understandable analytics tools are critical for tracking ROI. Agents are not just more aware, they are implementing the new technologies, such as SaaS/Web 2.0, and making a real difference in their businesses ... and they are looking to their brokers to know what technology is out there for them. These are tremendous indicators that the real estate industry is coming into its own online, and is fully able to keep in step and grow with the newest technologies.

As Marketing & Sales Director at VisiStat, Tina's focus is to continue to pursue the mission to meet and exceed the needs of today's real estate professionals. This includes continuing to put the power of measurable ROI in the hands of brokers by introducing new tools and offering special broker-friendly pricing plans. In this way, she can make the power of VisiStat reporting, on both the corporate and agent levels, affordable and accessible like never before.

Copyright 2007 All rights reserved; Written by Tina Bean

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