Guest contributor Melissa Dittmann Tracey of REALTOR®Mag says:

Here are ways some real estate professionals are using technology to improve their relationships with their Internet leads:

Use Metrics as Your Guide

Track how engaged your customers are with your website. Many CRMs and e-mail systems have built-in analytics to give you a deeper picture of who your Web visitors are, what pages they're spending the most time on at your site, and who opened your e-mails.

For example, a CRM program called BoomTown ROI offers a real-time peak into consumer behavior on your real estate site. Its "Opportunity Details" dashboard allows you to track your visitors' behavior online. Depending on their actions, leads will be labeled as "high interest" if they show a recent interest in one or more listings or as "renewed interest" if they were inactive on the site but later returned. This can indicate who you need to follow up with.

Here are some other tools for using metrics to help give you a more in-depth picture of your website's visitors:

• Google Analytics provides a free solution to let you know who's visiting your website, the online avenues by which they're reaching your site, and, specifically, how they're interacting with your pages.
• Facebook Insights offers information about how people are discovering your Facebook posts, as well as how engaged they are based on your most popular posts, likes, comments, and shares.
• Mouseflow.com allows you to record the actions of your website's visitors and generate instant heat maps showing where they clicked and scrolled and what they're paying closest attention to on your site.