One of the areas everyone is hungry for but few have good access to is solid information on visitors and leads. Many times, when a form is filled out on a website, the agent receives some basic information such as name, email address, and perhaps a specific listing the person was interested in. That person is contacted and a conversation ensues around what are you interested in or what interests do you have.

What if this information was already attached to the lead? What if you knew their interests, search preferences, and how they changed those preferences throughout their search?

Once the user is engaged in a relevant search experience, they provide immensely valuable insight into what's important to them and precisely where they want to live. Here's how to obtain and leverage such information to start a meaningful and fruitful conversation out of the gate:

Capturing Valuable Information About Your Visitors

Information capture, in many cases, seems to be an afterthought. What I mean is that a flow is defined and pages are built, then analytics are integrated into those pages. However, if you turn this around and think, "What do I want to capture as visitors make their way through my site?" you will most likely think of different and perhaps better ways to create the flow and pages altogether.