Case Study: Realtor.com achieves 45% seller qualification and 60% bot-qualified leads with Marchex Sonar

Realtor.com utilizes chatbots to increase qualification and conversion rates

Realtor.com partnered with Marchex to test a mobile messaging strategy using Marchex’s Sonar SMS Messaging platform after realizing mobile was becoming the primary channel for consumer engagement. Realtor.com was new to mobile communication and wanted to improve seller lead qualification and conversion—having only an 18% seller qualification rate using cold calls and emails, they aimed to nearly double that to about 35%.

Marchex integrated Realtor.com’s lead flow with the Sonar Send Message API to automatically text leads, used the Sonar analytics dashboard for real-time team engagement, and later deployed a Sonar bot to automate most conversations. After three months, Realtor.com raised seller qualification to 45% (up from 18%), with 60% of qualified leads handled by the bot; ongoing bot and API-driven improvements (for example, single-letter response prompts that doubled conversion at one funnel stage) helped scale and optimize results.

Realtor.com