Errol Samuelson

It is important to clarify that Realtor.com will not be placing a competitor’s advertising on a broker’s listing. Nowhere will a competitor’s branding, company name, slogan, phone number, email address, or even website link appear on a broker’s listing. Changing the branding on a listing would be akin to changing the logo and company name on a yard sign. In contrast, some other websites have chosen to display the “three headed monster” that Matt mentions – competing agent photos and branding on a broker’s listing. We don’t think that’s OK. Our new Connection program augments our two existing solutions. Nothing changes for existing Showcase customers – they continue to receive the benefits of better merchandising within our Search Results, the ability to display additional content within their listings, and the ability to have added branding, website links and lead forms on their listings. The Connection lead form does not appear on Showcase listings. Similarly, nothing changes for Brokers who wish to stick with our existing, free Basic Listings. They still benefit from the free traffic generated by our network of websites and top mobile apps, and continue to have their company name and contact phone number appear on their listings. They also benefit from our accurate content and 15-minute MLS updates. The Connection lead form does not appear on Basic Listings. However, we feel that our new, third option, “Connection” program, provides real benefits. Listing brokers now receive additional content (including up to 25 photos), at no charge. Their company name and contact phone number still appear. A lead form (but as noted, no competitor advertising) is added to their listings and email leads are sent to a qualified buyer’s Broker. This is consistent with the offline practice of real estate, where it is the norm for a buyer to work with their own agent (in fact, as Matt notes, this is the case 88% of the time). The key is that, unlike other websites, participation in the program is optional – the listing Broker has choice. And, unlike other websites, we ensure that the buyer’s Broker receiving any leads is a member of the same MLS as the listing Broker, so there is a standing offer of cooperation and compensation. We believe that by offering this new, third, “middle path” option, we provide participating Listing Brokers with the ability to drive more exposure and interest for their listings at no cost. We also provide a new marketing tool for buyer’s Brokers. The ultimate beneficiary is the homeseller, who can get their home sold more quickly, and possibly even at a higher price. We think that’s consumer friendly and equally importantly, Realtor-friendly.