In today’s on-line dominated real estate market, the fight is on for supremacy of the Internet real estate portal. And, this is being paid for in large part by the real estate agents that in the long run will lose more than any short term gains they will receive. Here’s how one site treats their listings, as told by Richard Iarossi of Long and Foster in Crofton, MD.
So, yesterday I got one of those calls that we all do from time to time. It came from one of those companies that like to sell “leads” to Realtors. They call themselves a “lead generating” company, I call them a “lead diverting” company. BTW...I’m not going to name the company because I don’t want to give them a scintilla of Google juice.
If you think about it, the only entity that can really generate a lead is a buyer wanting to buy, or a seller wanting to sell. How they eventually get to a brokerage or an individual agent can take a tortuous route sometimes, but the company that sends it to an agent didn’t really “generate” the lead.
Let’s get back to this unaffiliated listing thing. During the call the representative was attempting to sell me a number of monthly impressions I could get, for a hefty fee, and a six month contract. When he mentioned that I would get these impressions from searchers looking at “unaffiliated listings,” I was a bit confused. I believed that if a listing was active, it was already affiliated with a broker. I’m pretty simple minded like that.
His company’s definition on the other hand concluded that if an agent didn’t have a profile on their site, or weren’t a paying member, than any listing they were able to acquire was “unaffiliated.” Since the listing agent didn’t have a profile on their site, that listing was up for grabs to sell to another agent.
In the end, I didn’t purchase the impressions they wanted to sell. It fell apart when I started asking questions like, “how many searchers actually click through to the agent,” and simple metrics like that. They pretty much know how many impressions they want to sell you, but that’s it. Now that I think about it, how would I know I actually got the number of impressions they were trying to sell? A question for next time I suppose. That call probably comes in next week.
So, here’s the takeaway. Set up a profile on every real estate site you can find...even if you don’t use it. Let’s keep those “unaffiliated listings” down to a minimum.
Rich Iarossi is a full time licensed REALTOR®, working in Crofton, MD. My coverage areas are: Anne Arundel, Prince George’s, Howard, Calvert, Queen Anne, and Baltimore City and County. I specialize in residential real estate, working with both buyers and sellers. Use the registration free search on my website at www.RichSellsHomes.com. If you’re not already working with a REALTOR®...I can help. Call me at 443-995-9595 (Cell) or 410-451-6255 (Office).
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