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Syndicators Under Fire
Brokerage leaders at the Leading RE conference in Orlando, Florida, have had several sessions on the role of listing syndicators and the relationship with the brokerage industry. From what we have heard two things seem apparent. First, the programs and practices of the leading syndicators have changed significantly from what brokers originally thought. Second, brokerage leaders are just coming to the realization that they will have to a) develop their own strategies that include their own online efforts and a relationship with their chosen syndication partners and b) monitor the activities of their syndication partners much more carefully than they have thus far. In other words brokers should not rely on some syndicators to act in ways that are solely in the interest of their brokerage clients (why this should come as a surprise to brokers is itself a surprise).
The consensus view is that a brokerage firm's online marketing strategy should encompass both their own internal online marketing efforts and some measured use of the syndication channel.