Coldwell Banker Increases Investment in Online Listing Syndication for Optimum Property Exposure
If you are in the market to buy a home and you want to get a comprehensive view of what homes are on the market in Southern California, chances are, you will start your home search on one of the three most-visited national real estate portals: Zillow, Trulia and Realtor.com. Most major real estate brokerages—including Coldwell Banker—syndicate their listings to these third-party sites to ensure their listings are seen by the most eyes. However, in recent months, the debate about whether or not to syndicate listings to these “aggregators” has heated up as several brokerages have stopped syndicating listings in order to gain control of their data and save advertising dollars.
Coldwell Banker’s listing syndication strategy is just the opposite. In fact, last June, Realogy Corp. subsidiary NRT LLC—which owns and operates Coldwell Banker—enhanced advertising of 100,000 property listings on Trulia, Zillow, Realtor.com and Yahoo Real Estate. This investment ultimately reflects our desire to provide our sellers with the maximum online exposure they expect and deserve. Although we might be a part of the nation’s largest residential real estate brokerage company with a robust spectrum of our own proprietary sites, we also recognize the fact that consumers are using a variety of digital mediums to learn about real estate today. After all, if buyers outside of Southern California are not aware of which brokerages offer listings in their neighborhood of choice, they may start their search at Zillow, Trulia or even Google Now—which just announced it will use Zillow property listings to power its real-time anticipated real estate “search.”
Our primary goal is to give our clients a competitive edge in a marketplace. For Coldwell Banker, our history and experience in this business has taught us that the little bit of ground we might gain from having ultimate control over our listing data is not worth our clients losing potential buyer leads or Web traffic. By aggregating your listing across multiple, nationally recognized networks such as Zillow, Trulia and Realtor.com in addition to broadcasting it on our own proprietary online channels such as www.californiamoves.com and www.cbview.com, we are putting your home in front of a much larger audience. Our knowledgeable clientele also have a competitive advantage due to our listing partnerships with companies such as Hamptons International in the United Kingdom and LuxuryRealEstate.com, the no. 1 portal for luxury properties on the Internet. At the end of the day, that is the Coldwell Banker difference. In 106 years, we have never lost sight of what you have ultimately hired us to do: sell your home.
~ Mark Pullinger, Regional Vice President, Coldwell Banker Residential Brokerage, Southwest Region