Distribution Trumps Destination
What is syndication and why is it important to agents, brokers, buyers, and sellers? (Include this graphic in your listing presentation or make your own.)
Today, the word syndication is used in the real estate industry to express the distribution of listing information to various websites and web portals.
This use of the term is similar to the publishing meaning of the word syndication. A good writer’s work is often “syndicated” to various newspapers and publications. The result of the syndication is greater visibility for the writer’s work. The same information published in different publications and venues resulting in wider exposure.
Now let’s consider listing content. While it was once thought that exposing a listing in one spot on the Internet and driving consumers to that spot (the early theory for REALTOR.com) was the best way to market a listing on the Internet, in today’s Internet environment, this no longer makes any sense. Why? A real estate listing is a marketing asset owned by the listing broker. In addition to the direct economic benefit of having a listing (the opportunity to earn a commission on the sale of the listed property). A listing widely marketed, for sale signs, advertisements in newspapers and magazines, and exposure on many websites, provides the listing broker with other less tangible benefits including increased brand awareness and the ability to attract new buyers and sellers.
All your listings on one website only will result is the loss of some of the benefits that can be derived from taking the listing. On the internet today, distribution trumps destination as content moves to where users go, and users go to many different sites on the internet. Yahoo!, Google, Craigslist, Zillow, Trulia, Homes.com, REALTOR.com...and many others.