BrokerageTechnology

Why syndicate your listings? An Inman special report digs deeper

Inman's syndication survey report
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Despite all the controversy around syndication, every day brokers and agents choose to send their listings to Zillow, Trulia, realtor.com and other third-party portals for two main reasons: to satisfy sellers and to generate leads. That's according to the 93 brokers, 169 agents and 11 other industry pros who took Inman's online survey that ran from March 31 to April 7. The cost-free opportunity to reach millions of consumers on sites featuring the most cutting-edge technology on mobile and Web does not come without concerns, however. Unlike broker- and agent-controlled sites, third-party portals aren't subject to industry display rules and regulations, which allow them to present data in ways that industry sites can't. Some respondents expressed apprehension about the ads from competing brokers and agents that some portals place next to their listings, how and where the portals label listing brokers and agents on their listings, and the accuracy of their listing databases. ...