Real Estate Marketing Report Card Keeps Agents, Brokers on their Toes
By Joel Burslem
International Listings, an search portal for global luxury
properties, has put together a very clever marketing device they’re
calling their Real Estate Marketing Report Card.
The idea is pretty simple; a seller can punch in their address and
listing price and the system will quickly check a handful of real
estate search destinations to make sure the home is displayed and the
price is accurate.
(It’s missing Realtor.com oddly enough - but this is probably due to the FSBO element of the IL site)
It’s a great promotional tool - one that’s clearly designed to
encourage people towards listing their home on the site (a $299
one-time fee).
The proliferation of consumer search portals has given rise to all
kinds of syndication tools like International Listings as well as
Listhub, Postlets, vFlyer, Point2 and others, that do the heavy lifting
for agents and brokers to get their listings out across the web.
Savvy sellers, who in this market are going to want to see that
their agent is doing all they can to move their home, are likely going
to be checking the various search sites to make sure that they find
their house. A tool like this one, while clearly a gimmick, helps make
that possible.
What I’d really love to see is a big brokerage implement something
similar on their site — it would be a fantastic way to build engagement
with consumers by letting them come to your corporate site and see how
their listing is doing. Keller Williams, who has their own internal
listing syndication tool (KWLS), would be a natural fit for this kind
of application.
Even better, find a way to white label the technology and brand it
for every single one of your agents to deliver monthly to their
clients; a full report of where the home is listed and activity on each
of the sites.
In this market, consumers are starting to demand accountability.
Best get ahead of the curve and figure out ways to support them.