Broker Best Practices for Avoiding Listing Delay and Inaccurate Data

There are countless methods for distributing listing data, and some are more prone to error and lead loss than others. Today, we're going to look at what some of those channels are and explore ways brokers can ensure that their data is accurate and up-to-date to best serve their customers and represent the quality of their brand online.

Choose a Single Source of Distribution

One of the best practices for brokers is to define a single syndication method so that listing information goes to publishers from only one location. This is important because when a publisher gets the same listing data from multiple sources, they have to use "trumping rules" to determine which information to display. This slows the frequency of listing updates. Furthermore, all of these competing "voices" may not be sharing the same information, even on the same listing, thus poorly representing the quality of your brokerage to consumers. Once you define your method, it is important to ensure agents are providing listing data through these controlled channels.

There are multiple ways that listings are distributed. The most common method is via the MLS, as most MLSs syndicate listings to Realtor.com and distribute listings to a large number of IDX vendors. Many MLSs have outsourced listing syndication to services like ListHub and reDataVault. But, only the MLS can provide data directly to publisher websites, like Trulia and Zillow, via a RETS server, which can update listing changes every few minutes. If a broker is part of a franchise or network, the franchise may also syndicate directly to publishers. RE/MAX, Realogy and Keller Williams all do this since they have the technical resources, but the quality of their listing flow varies depending on their technology. Additionally, virtual tour and single property website providers and companies like Postlets also provide listing syndication services.