Marketing

Why portal changes will never affect top agents

If you've got a small team, proper technology and strong vendor network, leads will come

There is a storm of confusion surrounding the Zillow-Trulia merger, especially when it comes to how the alliance will affect agents. You have to wonder how brokerages, MLSs (multiple listing services) and individual agents who feed listings into the two big portals are feeling about the idea that the leads from their own data are being sold back to them. Zillow and Trulia have combined into a mega-monster of consumer-facing real estate search functionality, and one could argue that they aren't just selling your leads for your listings — they are slowly selling you back your own brand, too. This is why many top agents around the country don't tell their clients to go to Zillow or Trulia if they are curious about homes in their area; instead, those agents suggest that their clients check out the agent website, which has a custom IDX (Internet data exchange) feed, or realtor.com, where the data is generally more accurate and up-to-date. I had the chance to sit down with top South...