In
an age where technology is king, the concept of free and
widespread listing syndication at first sounded promising to
agents and consumers alike. “Listing Syndication” is the term used when
third parties – including big Internet outfits like Zillow and Trulia -- take local
real estate agents’ listings and put them up on their humongous national
websites.
Most local real estate agents thought to
themselves ‘Great! – now everyone in the country can see my clients’ home
listing; we will get the word out nationally.’ And they were right about
that, up to a point. But now some serious scrapping has broken out, and the
details are something I think readers will find useful to think about. They
affect what happens whenever you look for a local real estate property, or put
your own up for sale.
For area house-hunters, the biggest
issue with syndicators is information that is either out of date or inaccurate.
To any would-be homebuyer, sites like Zillow or Trulia hit them first: they’re
always smack dab at the top of the Google or Bing pages when you look on the
web. What isn’t apparent is that such websites don’t always offer all of
the homes or data that might be available through a local real estate agent.
Rather than using feeds that offer each
viewer the freshest information possible, syndicators lead those searching for
a new home through a dizzy trail of listings. Moreover, if you have ever used
them, you probably know that some of those have usually expired. In addition,
syndicators are real search engine hogs; local real estate agents have to
battle against their Google-engineered pages to get a top spot. As a result,
house-hunters may be unable to find what the very local housing market and its
most active agents have to offer.
As well as failing to deliver accuracy
to consumers, syndicators may lead consumers in the wrong direction when they
do find a house that interests them. If a listing agent is not willing to pay
Zillow a monthly fee for the privilege of having listings accurately placed at
the top of the search results, a consumer may find a different agent's contact
information displayed. It’s easy to see why some agents are fuming about this,
but more importantly, it may do damage to the client’s experience. Just because
an agent is at the top of a search result does not mean that he or she can
answer important questions a buyer may have about that listing.
Finally, it is not uncommon for
consumers to experience confusion when it comes to listing prices. Syndication
has in the past led to inaccurate information about prices to be published
online, even duplicates with different prices. Yikes.
However, those slowly evolving issues
don’t totally cancel the early promise of wide syndication. Personally, I love
the wealth of information syndication provides consumers. Technology and free access to information are
boons to us all. However, when it comes
to buying a house in our area, sometimes there’s no replacement for the human
touch. Call me anytime for the personal
service only a local real estate agent can give you!
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