EXPOSURE VS. CONTROL



The syndication of listing data is an interesting balance of exposure and control.

On one hand, a broker naturally wants to maximize exposure of their listings to a large network of websites to achieve the largest potential audience for their clients. On the other hand is the desire of brokers to maintain firm control over their listings considering the many opportunities for misuse and inaccuracy as information is distributed widely on the Internet. Get the idea?

Think of it this way -

Imagine you’re putting up flyers to promote an open house. Ideally, you’d print hundreds of flyers and put them up at busy intersections all over the city. Thousands of people will see your flyers, you’ll have a huge crowd at your open house for sure. But that’s a lot of flyers – and you'll soon lose count of how many flyers you actually put up.

Then you see a typo! How are you going to go back and fix that? Then you hear someone is out there stealing your flyers! Now what?

Syndication can be a lot like that. Of course you want your flyers all over town, but you also want to maintain some control over the information to guard against the range of problems that can come with sending out data in all directions.

So as you can see, this can be a sticky situation to manage. The good news is that you determine your own balance of exposure and control based on your own preferences and what’s best for your business. Brokers who place few if any limitations on how they syndicate their data will certainly maximize the exposure of their listings. They could potentially attract thousands of consumers browsing their listings on a monthly basis – numbers they could never have dreamed of before syndication.

By contrast, a broker that syndicates to only one website (or not at all) will have a firm handle on where the data is being displayed – like placing one flyer at a single intersection in the city. This creates a very high degree of control, but the potential audience who might view that information is very small.