• StreetEasy -- a New York City listing portal that recently introduced Premier Agent ads -- has published tactics for handling leads who mistakenly think they've reached the listing agent on the phone.

“You’re not the listing agent?” It’s a common question agents hear from leads who came through a listing portal, where agents who aren’t the exclusive listing agent can pay to have contacts routed to them. And responding can be a challenge, as buyers may be puzzled or feel misled when they’re surprised by who’s on the other end of the listing. Zillow Group’s StreetEasy — a New York City listing portal that recently introduced Premier Agent ads that can spark this question — has published tactics for handling the situation.

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