Real Estate

The Real IQ LeadMetrix™ service provides independent 3rd party validation of lead quality for companies that generate real estate leads. The LeadMetrix™ platform matches leads submitted by consumers to actual residential sales transactions subsequently recorded in the public records. The purchase ratio, or percentage of consumers that submitted a lead and subsequently bought or sold a property, is then calculated.

This lead quality measurement is objective because it reflects all property transactions generated by a referred consumer that involve any agent or broker not just the one that received the lead from Real IQ's client. The purchase ratio is therefore different from the closing ratio that any individual agent or broker may experience. Real IQ clients can use LeadMetrix™ analysis to better understand and communicate the marketing return on investment experienced by their customers and make informed product pricing decisions.

Processing Methodology

LeadMetrix starts with raw consumer data files provided by Real IQ clients. The input fields for each record consist only of the consumer name and address. No sensitive data such as social security number is required. Clients can append optional fields such as Lead Source ID or Agent ID to obtain more granular reporting.

All leads are run through a 3-step process by Real IQ:

• Step 1: The initial record set is run through address hygiene to correct bad addresses, append missing address elements and capture address changes, particularly for purchase or buyer leads.

• Step 2: The net record set is matched against public records databases based on both consumer name and address. Transaction sides (purchases and sales) are identified for the 12 month match window following the date of lead submission.

• Step 3: Results are analyzed by Real IQ consultants to develop key marketing insights and summarize all reporting elements desired by client.

The Real IQ methodology is highly robust because it is based on actual transaction results recorded in the public records rather than other potentially-flawed survey methodologies.