Century 21 brokers can use Cendant's LeadRouter software to redirect customer inquiries to another agent if the first does not respond in a given amount of time. This encourages agents to more efficiently manage incoming leads and thus increases customer loyalty. In addition, Century 21 brokers and agents can use LeadRouter to identify their major lead sources and focus on developing them to increase customer traffic.
LeadRouter works by converting customers' Internet queries into voice messages and then transferring those messages to agents' cellphones. If the listing agent's line is busy or he does not respond to the message within a certain amount of time, the software forwards the lead to the next available agent in the area. To claim leads, agents must log on to their LeadRouter accounts and click on the available links. At that point, an agent becomes the primary account manager for that lead and can follow up on the customer's inquiries by phone or email. Century 21 sales representatives who promptly respond to customers receive more leads through the system.
Century 21 brokerages can analyze data from LeadRouter using the software's report generation feature. Brokers and Century 21 managers may create reports to see which Web sources generate the most business traffic for their franchises. These reports can impact a brokerage's Web marketing practices. The software also helps agents organize their contacts by prompting them to update contact lists.