Why Frequent Listing Updates are Better for Your Brokerage

Your brokerage's listings exist online from the time they're listed to the time when their status changes to pending. During that period, you're generating brand impressions each and every time someone views a listing online. How is your brand presenting itself?

A substantial part of your brand's impression depends on the accuracy of the listings with which you're associated. This is particularly true in high-demand locales like San Francisco, where days-on-market may be as low as nine. If a potential buyer is relying on, for example, public search portals to find new listings, a significant delay in how quickly those listings are updated may mean that by the time that buyer is notified of a new property, it may already be too late for him or her to take action.

Imagine that buyer's frustration upon calling your office and discovering that the listing is already off the market--and so is the next one they inquire about, and the next. The consumer will feel like they've been lead on or even deceived. This is not the kind of impression your firm wants to make.

This is why it's important to be in control of when and where your listings appear online. Too many brokers are comfortable with simply sending their listings to every available publisher channel in the syndication tool they use without understanding how the publisher handles their data or how frequently they update it.