Try something crazy... don't syndicate.
Posted by Tina Fine on Tue, Feb 21, 2012 @ 01:28 PM
A lot of discussion in blogs has surrounded the value of syndication and ZTR. Some hold the view that getting th
e biggest exposure to a listing benefits the seller, others feel that the costs do not justify the increased leads that the costly exposure is supposed to provide. I think it's time to think about what the goal of syndication is in a new way.
Syndication is about getting exposure for a seller's listing. But it's like an arms race that no one is winning. People are doing the same thing, throwing money at more and more expensive ads, trying and doing the same thing, and it just escalates, more and money thrown at ads, all people walking the same path. It doesn't work. I suggest to start thinking about new crazy ways to set up the "real estate information market."
What about a national MLS? Wouldn't that be better-- better for sellers and for buyers. The organizations already exist, why do you all need to waste ad dollars. Let houses be found on one database. Stop the arms race, no one wins but ZTR, and they may one day be one company, wouldn't that be crazy?