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“Levels the Playing Field”
The National Association of Realtors® is a trade organization. It is the largest & potentially one of the most influential trade organizations in the United States. What NAR has done with its trademark “Realtor” to leverage it into the leading real estate information destination on the internet is very impressive and brings great value to its members.
I understand that the general feeling amongst most Realtors® is that Realtor.com is simply an expense rather than a resource, but this is because Realtor.com has just done a poor job defining its value proposition to its membership. If I may be so pretentious, allow me to define Realtor.com’s value proposition for them:
1. Realtor.com is the #1 real estate search destination. 89% of those who search real estate online start here. By virtue of that position, every member of it's organization has access to a the world wide visitor. By maintaining the lead in the online real estate domain, Realtor.com maintains the “Realtor” brand and tightly marries together with the with “real estate information.”
2. Local market and home information is highly sought after content by the visitor and one of the most important assets that Realtors® leverage into the real estate conversation. Realtor.com is the manifestation of this valuable local information about home listings on an aggregated & national level. For those searching that content, Realtor.com has the effect of reinforcing the Realtor® brand as a natural part of the home transaction.
Consider this: According to comScore ranking of total unique visitors to real estate sites for December 2007 as seen below, if you took Realtor.com out of the equation, the bulk of real estate customers would find themselves landing in sites 2-10, sites that have interloped in between the Realtor and their customer. Valuable real estate information would then be associated with Silicon Valley rather than local real estate professionals.
Rank Site
1) Realtor.com
2) MSN Real Estate
3) Yahoo! Real Estate
4) Rent.com
5) Apartments.com
6) Homegain.com
7) Trulia.com
8) Servicemagic.com
9) HPCInter@active
10) Zillow.com
3. Realtor.com levels the playing field for all Realtors® who choose to work at small or local brokerages rather than dominant local companies or franchises. Imagine again a scenario where Realtor.com did not establish the frontrunner standard that promotional access should be open to all Realtors® from all companies rather than preferentially to those Realtors® associated with specifically larger companies. The little guy, the local superstar agent would be buried.
The Prudential/Yahoo deal exemplifies that paradigm by virtue of a non existent sense of accountability to all Realtor's but instead, one small group.
Realtor.com has never shown preference to franchises vs. private brokerages or larger vs. smaller. All men are created equal here. Consider the potential monopoly large organizations would have of Remax.com or Century21.com taking the leading online real estate information position. It would be great for their agents but what about the independents and the little guy. They would be at a distinct business disadvantage.
4. Realtor.com saves Realtors® $! I know many will disagree with this claim but let's examine the facts by first taking a look how listings are promoted in Europe. Without the presence of an MLS or a continent wide portal such at Realtor.com, agents and brokers are forced to promote their listing on paid for listing sites. According to Simon Baker, from REA Group at his recent appearance at Inman Connects, they posses 1 million + listings from the ten countries they operate in where each listing cost the agent approximately $40 to post.
If Realtor.com did not exist and maintain the standard for free posting, I think it is reasonable to assume that the real estate listing portals with significant market share would have a much easier time requiring and receiving a fee for the exposure they provide. I think this is particularly feasible in light of the success of REA.
5. Realtor.com is good for the real estate customer. Realtor.com offers the most comprehensive & inclusive collection of listings per market and more markets than any site on the internet... for free. The competing portals can only display 50% - 80% of a particular market’s available listings because they are limited to the listings of their opt-in brokerages. This can be a disservice to the customer, especially if they do not know that the portal they are viewing is not inclusive of all of the available homes listed online.
This can result a buyer making an important buying decision based on an incomplete picture. When a Realtor® doesn’t provide all of the available listings to a buyer that meet his/her buying criteria, it is considered incompetence or misrepresentation. What is it when a listing portal does the same thing without full disclosure? Realtor.com does not put buyers in this quandary.
6. Finally, Realtor.com has been outsourced to a publicly traded company accountable to its shareholders for profitability. This is a smart move because American capitalism and the profit motive will continue to drive improvements in Realtor.com. If NAR attempted to manage this site in-house, privately, outside of the public domain, I doubt it would still be such a clear market share leader. The operating agreement with Move.com has obviously kept Realtor.com competitive while still retaining membership control.
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