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.