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To Syndicate or Not To Syndicate, That Is The Question: 02/01/2012
To Syndicate or Not To Syndicate, That Is The Question
A video and article from The Ticker Show.
5 out of 5 by (3) User/s
4 Comments
4 Comments
Much has already been said about his, and Edina Realty’s, actions. You can agree or disagree, but Mr. Abbott’s explanation is compelling. The rallying cry of agents and brokers alike sound all too familiar, so today we talk tactics for beating the 3-headed syndication beast (Zillow, Trulia & Realtor.com). However, we go about in a different way.
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Listing Syndication
To Syndicate or Not To Syndicate, That Is The Question
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Thank you so much for watching the show, and paying close enough attention to hear the mistakes. :)
I find REALTORS! are a lot like Porsche owners in that way.
Super excited you watched the show, and we'll try to tighten up or delivery next time.
Why is there not an outcry that every agent does not put every listing in the newspaper and craigslist every day.
Personally, I think that small to mid-sized brokers would be foolish not to pay for featured listings on these websites. Their online presence is typically irrelevant.
But brokers and agents who have a great online marketing program may not choose to follow the crowd. Or they may only partner with one or two publishers rather than 300 publishers. Listing syndication should be done carefully and strategically. Few companies that pay for advertising on publisher websites complain. Publishers may be better served by insuring that the paid advertisers get all of the leads from their site.
I think that this conversation is less about Realtor.com, Zillow, Trulia, Homefinder and homes.com and more about syndicating to websites that have no traffic, or repurpose broker listings, or resell listing data. The bad actors need to be filtered out - and brokers can do that by not sending their data there.
I think there is a lot to be said for exclusivity (Apple, Southwest, etc.), but I think the real estate industry missed that boat when they signed off to give away their product to others - whether that be Trulia, Zillow, or any of the 300 smaller places.
They also missed out by assuming in this new age of business that crappy design and interface was ok because people wanted the product they had.
"It's fine that my website sucks. They can't get at my listing without me." Whether they were saying it aloud or not doesn't matter.
The industry needs to collectively raise it's game, or they're always going to be crying about the same problems.