REAL Trends set out to explore the efficacy of lead generation from live chat services on real estate brokerage websites. For those unfamiliar with chat services, there are a variety of forms from which to choose ranging from internal employee-staffed (broker staffed) to an agent staffed, to third-party staffed. Chat is delivered in a multitude of ways with several variations on the triggers. The simplest form of chat engagement occurs when a consumer sees a chat window immediately upon arriving on the real estate broker’s website. More complex forms of chat engagement trigger by browsing habits, duration on the website analytics, or, in some instances, specific chat dialogs and strategies based on the exact page the consumer is on.