UPDATE: Recently, Edina Realty has re-considered the policy described in this earlier post, and is once again sharing its listing data with national search sites. For more information, read the Inman News story here.
[I have left this original post in place, because I believe it is informative as to the policies the big brokerages are willing to undertake in order to further their own interests, even if those policies potentially conflict with the interests of their clients.]
I realize that the large, old-fashioned, real estate brokerages are struggling to stay relevant [and profitable], in the face of new and more efficient competition. It does surprise me, however, how some of these companies are willing to sacrifice the best interests of their clients, in order to maintain their [diminishing] prominence.
The most recent example, is how Edina Realty is refusing to submit their seller’s home listings to the most widely viewed home search sites on the internet. Edina Realty Calls Decision to Withhold Listings from National Portals a Success
As you know, the vast amount of home buyers today begin their home search online. Currently, the top three national home search sites are Zillow, Trulia, and Realtor.com – together, these three websites command nearly a 20% share of real estate related web traffic in the Twin Cities, and over 20% nationally.
Care to guess the three home search websites that Edina Realty has recently removed its sellers’ home listings from?
If you guessed these three top sites – Zillow, Trulia, and Realtor.com – you’re right!
Edina’s reasoning? To protect their agents from losing future business opportunities and to increase traffic to their own website. So, if your home is listed with Edina Realty, please be aware that your listing report can no longer be found on, well … only the top three most visited home search websites in the country!
I suppose we can assume then, that Edina’s agents are happy that their interests are protected, even though their clients are missing out on tons of free advertising?
As a listing agent, I see it is my mission to make sure that my clients’ home sell for the most money, in the shortest amount of time, with the least amount of hassle to my sellers. In achieving this goal, part of my duty is to ensure that my listings are provided the maximum amount of exposure to the largest number of potential home buyers.
I fail to see how Edina could see this any differently. Apparently Edina’s goal is to improve their own web presence, even if it means reducing the amount of exposure that their listings get. By theoretically forcing the market to visit Edinarealty.com to see all listings, they increase their own traffic. As for the buyers who only go to Trulia, Zillow, and Realtor.com? Well, I guess they just won’t know what they’re missing. The big problem of course, is that the clients of Edina Realty who are trying to sell their homes, are missing out on an entire group of potential buyers!
Too bad for Edina clients, but good for mine!
You see, as an independent real estate broker and member of the MLS, my listings are automatically broadcast to all local home search sites including all of my competitors such as RE/MAX, Coldwell Banker Burnet, theMLSonline, AND Edina Realty. However, unlike Edina, I also share my listings with the national sites, including Trulia, Zillow, and Realtor.com.
Allow me to make this as clear as possible:
List your home with Edina Realty and your listing will show up on EdinaRealty.com. OR . . .
List your home with ME, and your listing will also show up on EdinaRealty.com, however, unlike Edina Realty, with me, your listing will show up on Zillow, Trulia, and Realtor.com as well.
It’ll be interesting to see what these big companies do next to protect their own interest. In the meantime, I’ll be here, protecting yours!