Industry News

Report: Much to gain, lose from listing properties online

Due diligence important when working with search companies

The real estate listing broker has the most to gain and the most to lose through open online access to property information and must do due diligence when considering a business relationship with a search company, according to a white paper released Tuesday. The white paper, produced by Trulia.com, an online home-search site for consumers, includes a list of questions brokers should ask when considering such a relationship, including "What is the search company's business and revenue model?" According to the paper, search companies are fast becoming the initial stage in the real estate research process, and are beneficial for consumers and brokers, a conclusion that is congruent with an earlier report, Borrell Associates' "2006 Local Search Advertising." That report noted that paid search ads for individual local real estate agents account for nearly 50 percent of listings on keyword searches. While search services are beneficial, the technology they use to index information poses po...

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