By Sara Huebener
Unless you live, eat, and breathe real estate, you might be unaware of the biggest controversy that has tongues in the local real estate market clucking. That controversy is Edina Realty's decision to pull its listings off 3rd party aggregator websites. Sound boring? Au contraire. If anything, this bold move has REALTORS talking, and it just might interest YOU as well.
First, some background information: All REALTORS (not to be confused with real estate agents) belong to the MLS. By being a REALTOR and belonging to the MLS, we all agree to "reciprocity," meaning that when we sign a new property listing, we agree to enter it on the MLS and "share" it with other MLS subscribers, so they have the opportunity to show and sell the property to their buyer clients. It is against our reciprocity rules to "sleeve" a listing - i.e. not publish it to the MLS (without written consent from the seller instructing us to do so.)
All brokers like Edina Realty, Re/Max, Coldwell Banker Burnet, Counselor, etc. agree that in publishing our property listings, we agree to be truthful with other REALTORS, and represent the property as accurately as possible. All brokerage websites are bound by a set of rules under the MLS in this regard.
Enter 3rd party aggregator websites - Trulia, Realtor.com, etc. These national real estate websites receive our MLS data, however, they are not bound by the same rules that brokers in our industry are. Hence, much of the data is outdated, incorrect, or the house is simply no longer available for sale. These types of sites thrive off of analytics and site optimization, and so the more data they accumulate, the better. There is little motivation, and no obligation, to ensure the data on these sites is correct and updated. This explains why many homes which are not on the market appear on these websites.
Edina Realty made a conscientious decision to pull its listings from Trulia as of November 30, 2011 because 3rd party aggregator websites create confusion for consumers on a multitude of levels. (Realtor.com is still under evaluation for data removal, for internal reasons.) Due to inaccurate data, it is common to receive calls from the general public about properties that are not available for sale, but which the consumer believes to be available for sale because these websites represent them as such. Many of these properties have been cancelled or expired from the market, or, in some cases, were never available for sale to begin with.
Take this story that just happened to a REALTOR in Edina, MN as an illustration: A client called his REALTOR looking for information on a specific property he found on Trulia. The REALTOR could not find the property on the MLS, which was especially baffling since MLS is the purest source database of listings available for sale. His client was adamant about the house, so the REALTOR drove by the property. He then called the homeowner via telephone to inquire about it, only to find the owner was someone he was in a professional networking organization with. The "seller" was very upset that his home was displayed as available for sale on a national website, when in fact, it was not. Nor had it ever been. The "seller" had been late on two mortgage payments due to some difficult circumstances in previous months. He had since come current on his loan, but his loan delinquency status had been logged and sold to Trulia, which listed his property as being for sale on its site. He was livid, not to mention embarrassed, with the exposure of his home to the market when it was never for sale to begin with.
Not only is a property's status often confused online. Misrepresentation also occurs in the form of "neighborhood specialists." Third party aggregator sites allow a REALTOR to purchase ZIP codes and be showcased as a top agent in a particular region. (Our MLS, on the other hand, does not allow REALTORS to claim to be top salespeople in a region when that claim is untrue.) These showcased agents are not showcased based on sales volume in that particular region. Rather, their placement on the site is based on the dollar amount they paid the site to be showcased there.
When a consumer searches for properties in a given area on a 3rd party aggregator site, they are directed to the "area specialist." In many cases, this "area specialist" does not live or work anywhere near the target area, does not know the area, has never been in the property, and has very little working knowledge of the area, including the parks, schools and local amenities. Hence, a consumer with questions on a property is led to believe the person showcased online can provide all the information regarding a specific property.
Showcased agents DO work to convert the leads they acquire online, with the goal of helping the consumer to buy something, not necessarily the house, or even the neighborhood, that the consumer is inquiring about. It is strictly a lead-generation system, actively at work.
Edina Realty takes the stance that if a consumer hires an Edina Realty agent to sell his home, then any inquiry on an Edina Realty property should go to the agent representing the property for sale, so the consumer gets the most accurate information from the person who was hired by the seller to represent the property. Throwing the information to the wind by submitting it online to any and all sites that will take the data and sell it to non-specialist agents for lead generation, is counterproductive to our clients and misses the point on the MLS's original intent of reciprocity.
It is Edina Realty's stance that quality data on a well-trafficed website is preferable to inaccurate data in mass quantity on many sites. If exposure to the market is the ultimate goal, there are two points to consider: 1. Real estate is local, not national. The average buyer purchases a home 12 miles from their current residence, according to the National Association of REALTORS 2011 Profile of Buyers and Sellers. Edinarealty.com is the most popular, local, consumer real estate search engine. 2. The same consumers who visit national aggregator sites are also visting edinarealty.com. Someone relocating to Minnesota from out of state is going to begin a home search with Google, typing keywords like "real estate in Savage, MN" or "Eden Prairie homes for sale." Edinarealty.com is at the top of search engine lists due to the investment the company has made in SEO (search engine optimization) and consumers will find what they are looking for online.
True, some of our competitors have concern about Edina's bold move, because they have invested heavily in 3rd party aggregator websites, and now, due to 1/3 of the inventory being pulled, these websites no longer contain even remotely close to the complete list of available properties for sale, invalidating their usefulness for the consumer. Other competitors, however, have come forward and said "Thank you. It's about time someone had the guts to stand up to these aggregators."
In closing, Matthew Ferrara, a national real estate trainer and speaker, wrote THIS about Edina Realty's bold decision. And another REALTOR from out of state wrote this blog post (geared towards REALTORS) surrounding this discussion. Both are pretty telling of the reality of the 3rd party aggregator misuse of our MLS data.... which is really the data of our local homesellers and homebuyers. By providing this data to aggregators to use and misrepresent, we are doing our sellers a disservice. And the time to put a stop to this is now.