In The Absence Of Real Marketing, There Is Syndication

Education & Training with Better Homes & Gardens | The Masiello Group

In the absence of real marketing, there is syndication.

When new sites began to pop up offering additional exposure for property listings, the whole idea seemed like a good one.  More online exposure should lead to an increased chance for a successful sale, right?  The proverbial smelly substance hit the fan recently when a San Diego agency decided to pull all of their listings from syndication...and did so publicly.  You may agree or disagree with their decision, but their actions have certainly caused many to take another look at the topic.

Has all of this listing syndication resulted in more sales, better deals, or a stronger real estate market? Has it improved the marketing efforts of Realtors®?  In my opinion, the short answer is no.  Online Marketing or Syndication

Out of all of the tools available to today’s Realtors®, massive syndication has proven to be the least effective.  Sadly, many agents tout listing syndication to their potential clients as something that makes them stand out in the crowd, but do little else to actually market a home.  The truth is that any real estate agent that belongs to a local MLS (i.e. almost ALL of them) has access to listing syndication.  Load a few photos and the basics into the MLS and “voila,” they can point to a bunch of websites where “they” posted the client’s home and call it online marketing.

Statistics show us that most buyers do begin their home search online.  They start looking online as soon as they have started to think about moving.  Once they are serious about purchasing a home (and even before that point in many cases,) almost all buyers will start to contact Realtors® to assist them with their home search.  Once they are actually ready, willing, and able, they will have signed an exclusive buyer agreement with the agent of their choice.

At this point, their agent does NOT instruct them to continue to look at third party websites like, Zillow, and Trulia until they find something and then call them.  Their Realtor® links them directly into the local MLS and starts sending them homes that meet their criteria.

Ironically, the effectiveness of these third party sites is cut out as soon as buyers are actually ready to get serious about buying.

Real Estate MarketingSo what really sells a home?  Beyond appropriate pricing, it is the marketing content and strategy created by the Realtor® that actually fosters an emotional connection between the potential buyer and the home...leading to a successful sale.  Most buyers make their purchasing decision based on emotional rather than logical reasoning.  Effective marketing appeals to and fosters this emotional attachment.

Real marketing starts with:

  • Quality photos of the home, and lots of them.
  • A professional looking virtual tour, or better yet, a video.
  • Professional mail pieces, electronic flyers, and property websites.
  • Creative and effectively written property descriptions designed to draw in potential buyers.
  • A strategy that guides the tone of all of the above and is specifically targeted to the most likely buyers for the property.

Real marketing continues with a consistently executed plan including continual and effective posting of the quality marketing content created by the agent to social media sites, craigslist, newsletters, email, and yes, sometimes even print media.

Real marketing elements are the driving force that gets the attention of potential buyers and influences their decision to schedule a showing for a home.

In the absence of real marketing, there is always syndication.

If you are considering selling your home, you deserve more than listing syndication, call me to find out what a real marketing strategy can do for you. 207-240-2250

Posted by

The Maine Real Estate Network - Kristen Wheatley - Lewiston-Auburn Maine Real Estate

Maine Realtor Kristen Wheatley  

Kristen Wheatley is a Maine Realtor working and living in Central Maine.  She specializes in the sale of residential and investment property in the Lewiston-Auburn area and surrounding towns.  Kristen uses the latest tools and mobile technology to provide a superior experience and results for her clients and enjoys sharing these technology skills and teaching other real estate professionals and local small business owners.

The Maine Real Estate NetworkKristen Wheatley, Associate Broker
The Maine Real Estate Network
34 Center Street - Auburn ME 04210

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Wallace S. Gibson, CPM 05/03/2012 03:38 AM
ActiveRain Community
Real Estate Rookie
Social Media Marketing
selling your home
real estate marketing
listing syndication

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Wallace S. Gibson, CPM
Gibson Management Group, Ltd. - Charlottesville, VA

I would add FLOOR PLANS.  I have floor plans for all but 2 of my rental properties.  Easy and CHEAP to do and for first REsale of developer units, they are almost always available from the developer....

May 03, 2012 03:37 AM #1
Kristen Wheatley
Better Homes & Gardens | The Masiello Group - Brunswick, ME
Supporting Success - Best Job in the World!

Excellent point Wallace!  These are invaluable especially for rentals and new construction.  These can be nicely embedded on sites with

May 03, 2012 04:01 AM #2
Lisa Von Domek
Lisa Von Domek Team - Dallas, TX
....Experience Isn't Expensive.... It's Priceless!

Good morning Kristen,

Excellent post - great points...there is much more to marketing a home than syndication!

May 04, 2012 12:49 AM #3
Michelle Francis
Tim Francis Realty LLC - Atlanta, GA
Realtor, Buckhead Atlanta Homes for Sale & Lease


Excelllent post.  Syndication is only so much of selling a home.  Great informations makes marketing of your home effective.  We are happy to offer fabulous photos that help sell or lease a home, as many as allowed AND good info that completes the deal.  

Frequently, when we work with buyers they bring out additional listings they are finding not on MLS - however 75% or more of these are either SOLD, EXPIRED or UNDER CONTRACT.  So, it's only so helpful.  Interesting, but not useful.

All the best, Michelle

May 04, 2012 01:56 AM #4
Kristen Wheatley
Better Homes & Gardens | The Masiello Group - Brunswick, ME
Supporting Success - Best Job in the World!

Thank you Lisa!

So true Michelle.  Many of these sites are so out of date (on purpose) that they are really only eye candy for buyers.  

May 04, 2012 12:01 PM #5
Janis Borgueta
Key Properties of the Hudson Valley - Newburgh, NY
LIC RE Salesperson

the amount of incorrect info is amazing. YET buyers seem to think they are the place to be... even when shown how wrong the info truly is. The syndication has great advertising and consumers get sucked into that.

May 06, 2012 02:58 AM #6
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Hey, Kristen, I included this post in Last Week's Favorites.  So welcome to Active Rain, and have a great week.

May 06, 2012 03:52 AM #7
Kristen Wheatley
Better Homes & Gardens | The Masiello Group - Brunswick, ME
Supporting Success - Best Job in the World!

That's really true Janis.  When I've spoken with buyers, it is the format that they really like, plus they feel like they are getting insider information with the extras that are listed.  Too bad they don't realize how inaccurate it all is.  Some of the idx tools available in other states do a great job of presenting info in a user friendly way as well, sadly my state MLS does not cooperate with them so we are unable to provide the best looking ones to consumers.

Thank you Patricia for including me in your list!

May 06, 2012 04:10 AM #8
Tanja Cisliek
Future Home Realty - Seminole, FL

This is a great post, you are right, many agents don't invest enough thought in the marketing. I'm glad Pat included you in her favorites, I would have missed your post otherwise!


May 06, 2012 12:51 PM #9
Kristen Wheatley
Better Homes & Gardens | The Masiello Group - Brunswick, ME
Supporting Success - Best Job in the World!

Thanks Tanja.  I am constantly amazed at the lack of marketing that some sellers will tolerate.

May 06, 2012 10:38 PM #10
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