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Kelley Blue Book Homes launches a pricing report that routes leads to agents
In early test markets, more than 17% of homeowners who received a pricing report listed within 90 days, with leads sent to agents via a monthly membership model.
Kelley Blue Book Homes is introducing a pricing report product for sellers that also functions as a lead-routing channel to screened agents, with agents paying a monthly membership to participate, HousingWire reports.
The effort is aimed at winning on consumer trust in home value estimates, an area historically dominated by Zillow’s Zestimate, by connecting homeowners who request a price report with agents that meet a performance quality bar rather than simply signing up.
HousingWire says the company is not positioned as a replacement for agents, but rather as a way to pass along motivated sellers who already show buying intent.
In early test markets cited by HousingWire, more than 17% of homeowners who received a price report listed within 90 days, suggesting the routed leads skew toward higher-intent sellers.