The Great Syndication Debate
By Andrew E. Nelson, President & CEO, Willis Allen Real Estate

‘Syndication’ is the term used to describe the third-party websites that display property listings, such as Trulia, Zillow and Realtor.com. Recently, these aggregator sites have sparked a lively debate in the real estate industry because some brokers have chosen to take their listings off these sites. There are passionate arguments on both sides of this issue.

At Willis Allen Real Estate we fall solidly in the ‘pro-syndication’ camp for several reasons. First and foremost, we believe these sites are an important part of the search process for buyers. The majority of buyers begin their search online, and these syndication sites are consistently at the top of the search engine results. We want our listings to be where the buyers are looking.

Secondly, exposure on these websites is a critical component of the marketing process for our sellers. The more potential buyers who see a listing, the more likely it is to sell in a reasonable time-frame at a fair price. The exposure listings get on these websites is critical to selling in a timely fashion.

Additionally, the online leads generated by these sites are quite simply unmatched by other ‘traditional’ advertising means. And, finally, the SEO (search engine optimization) benefits for these large third-party sites far outweighs what we are able to achieve on our own website, making the increased exposure even more appealing.

One of the arguments against third party sites is that listing information (photos, virtual tours, etc.) is ‘taken’ without compensation. Another argument is that the information on these sites is outdated, overstated and inaccurate. One way companies can mitigate these concerns is by paying a nominal fee to these sites, as Willis Allen Real Estate does. This allows us to control inventory and capture leads directly. Furthermore, we are able to ensure that the consumers who find a listing on a syndicated website are being contacted by a qualified agent who knows the listing and is knowledgeable about the area. Additionally, these enhancement fees enable real estate firms to control their own content, sold listings, pending listings, photos, price, etc.

This debate about syndication is an interesting one that has rippled through the real estate industry and will likely continue to cause a stir as more real estate brokers take a stand on one side or the other. As a buyer or seller it is important for you to be educated about the issues so you can select a real estate brokerage that aligns with your ideals.

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