BrokerageIndustry News

Careful syndication makes sense for most brokers

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

Editor's note: This is the last of a three-part series. Read Part 1 and Part 2. Should you be syndicating your listings to the major third-party syndication sites such as Realtor.com, Trulia and Zillow? Edina Realty and Howard Hanna Real Estate are in the midst of a real-world experiment to answer this very important question. Just prior to Memorial Day, Edina Realty made the decision to pull its listings from Realtor.com after also pulling the plug on Trulia and Zillow. Part of what motivated Edina was the inaccuracy of its data on these sites, as well as having lead forms for non-Edina agents adjacent to its listings. I recently interviewed Victor Lund, co-founder of the WAV Group, who had some interesting insights into this situation. Lund pointed to Edina Real Estate and to Howard Hanna as two polar opposites in this debate, both of whom are having success with their respective business models. Edina Realty: no syndication required Edina Realty has dominant market shar...