Finally….one of the big players in the Minneapolis / St. Paul Metro Market has seen the light and will stop sending their listings to the likes of Trulia and Realtor.com.
We have always felt that the third party aggregators, such as Trulia, Zillow, and Realtor.com did more damage to the consumer than good. To an untrained eye, these aggregators appear to offer more information. Often times, that information is outdated or downright wrong. But as a small broker, our protests against syndication have fallen on deaf ears. Who cares if the Syndicators have a few dozen less listings per year? We needed to keep syndicating only because the big guys, like Edina Realty, Coldwell Banker Burnet, and ReMax Results would ridicule our efforts and use our policy against us in the competitive residential real estate arena.
But the change in Policy of Edina Realty will make a significant dent in the armor of third party aggregators. Since Edina Realty seems to be involved in one out of every five transactions in this town, we welcome them to the good fight. And on the strength of their numbers, we too shall stop sending our listings to third parties.
Here is the information from Edina Realty via Craig Kammen. Read it here on Craig s site as well. Congratulations to Edina Realty for their vision in support of their industry and their clients!
From Craig Kammen of Edina Realty: “Edina Realty is responding to the changing business models of third party aggregators. Third party aggregators are not brokers and they are not required to abide by the same rules and regulations as a broker. They get listings for free from brokers around the country and then display them online, collecting and distributing leads for a profit. While some of you in the industry may understand that Trulia.com is an independent company, many of you may be surprised to learn that Realtor.com is NOT affiliated with NAR. They are a separate, publicly held business. Just like Trulia.com, their business model is based on selling lead generating advertising to agents.
We’ve since discovered that much of the data and information showcased on aggregator sites is inaccurate if it comes from non-MLS sources. According to a recent data quality study conducted by Trulia.com and published on Inman.com, 69 percent of errors in online real estate listings information were directly related to third-party syndication of information by non-MLS sources. This points to the need for more diligence regarding ownership of our clients’ data and where we send it – be it directly to an aggregator site or through syndication. “The company reviewed about 1.2 million listings from about 250 data sources during the third quarter and found about 120,000 inaccuracies in listings information. More than half (51 percent) of those inaccurate listings had errors in price, 41 percent had status errors, and 8 percent had errors in both price and status.”* *Source: Trulia.com and Realtor.com respectively
Edina Realty will no longer provide a broker feed of our listing inventory to Trulia.com starting Nov. 30, 2011. We also intend to discontinue sending our listings to Realtor.com by the end of the year. Third party aggregators are not brokers. They get listings for free from brokers around the country and then display them online, collecting and distributing leads for profit. We believe it makes the best business sense for our agents and Edina Realty to control our own listings in order to ensure that:
? Our agents don’t lose future business opportunities because a non-listing competitor pays to present themselves as the contact for your listing.
? Our agents don’t have to pay – directly or indirectly – for leads on their own listings.
? Our sellers can be assured that leads on their listing are being handled by an expert – ? The quality and accuracy of your listing data is assured.
? Potential buyers are provided with fast, knowledgeable responses via the listing agent or our seven-day-a-week customer service department.”
