{"id":2360,"date":"2021-08-05T11:05:00","date_gmt":"2021-08-05T11:05:00","guid":{"rendered":"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/"},"modified":"2025-03-13T02:38:23","modified_gmt":"2025-03-13T02:38:23","slug":"how-secure-is-your-brokerage-lead-data","status":"publish","type":"post","link":"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/","title":{"rendered":"How secure is your brokerage lead data?"},"content":{"rendered":"\n<p>How sure are you that your vendor isn&#8217;t leveraging on your brokerage lead data?<\/p>\n\n\n\n<p>Google announced this year that it will eventually be putting an end to third-party cookies. This move has prompted the FCC to put a halt to Google\u2019s hasty decision given Google already has enough first-party cookies to continue dominating and executing its advertising goals. However, the decision was only halted for two years, which means there&#8217;s still a lot of time for third-party cookies to capture your data.<\/p>\n\n\n\n<p>The question then becomes: If you\u2019re a brokerage with a website that&#8217;s generating leads for you, how sure are you that your vendor is not working with other partners to capitalize on your data? Ask your vendor who their <a href=\"http:\/\/www.tribus.com\" target=\"_blank\" rel=\"noreferrer noopener\">partners<\/a> are and where YOUR data is going. Chances are you may be a bit surprised at the answer.<\/p>\n\n\n\n<p>But, first, let&#8217;s talk about the four types of cookies that help real estate agents sell more homes. The<br>first cookie (first-party cookie) lives on your website and is designed to help you track your users and<br>learn more about their web habits.<\/p>\n\n\n\n<p>The second cookie (second-party cookie) was at one point in time a first-party cookie, but was legally transferred to another owner, thus making it second class.<\/p>\n\n\n\n<p>The third cookie (third-party cookie) is owned by someone that isn\u2019t you, but also tracks your users, and stores \u2014 and probably shares \u2014 those user&#8217;s web habits with the highest bidder.<\/p>\n\n\n\n<p>The last cookie is a sugar cookie, which creates the best smell in the world and statistically helps real estate agents do better at open houses.<\/p>\n\n\n\n<p>Cookies, quite simply, are one of the most common ways to identify and track users in order to better<br>provide a web experience specifically curated for them based on their habits.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-cookie-tracking-101\">Cookie tracking 101<\/h4>\n\n\n\n<p>Here\u2019s an example of how a cookie works: If you go to a <a href=\"https:\/\/www.realtrends.com\/blog\/what-to-consider-when-choosing-a-website-vendor-1\/\" target=\"_blank\" rel=\"noreferrer noopener\">website<\/a> and place an item into a digital<br>shopping cart, the website is recognizing that your IP address is affiliated with this potential purchase.<br>Now, who owns the cookie will greatly determine your online experience the next time you go surfing on the web. Whoever owns the cookie, owns the user experience.<\/p>\n\n\n\n<p>An example of how first-party cookies work can be similarly compared to a Saved Search Alert: If you go to&nbsp;<a href=\"http:\/\/www.corcorangl.com\/\">www.CorcoranGL.com<\/a>&nbsp;to search for homes in South Lake Tahoe, California, and you build a search criteria to look for your dream home, that information is shared with an agent at Corcoran Global Living. <\/p>\n\n\n\n<p>The brokerage and agent are now keenly aware that you are searching for a certain type of home in a certain market with extremely specific criteria outlining the home of your dreams. Since CGL wants to help you find your dream home, they&#8217;re not going to share that valuable brokerage lead data and user information with another brokerage. <\/p>\n\n\n\n<p>A second-party cookie was once a first-party cookie: This cookie was owned by a brokerage, but that<br>brokerage was acquired by, let\u2019s say a private equity firm, who is now the legal owner of the cookie, but<br>who also recently acquired a moving company. That real estate brokerage cookie suddenly becomes very valuable. <\/p>\n\n\n\n<p>Now, if this were a third-party cookie scenario, we\u2019d be seeing something totally different. If another<br>site was capable of capturing your search criteria, that third-party would then potentially sell that Saved<br>Search to any brokerage, or the highest-paying brokerage, to target you so you would work with<br>them.<\/p>\n\n\n\n<p>Third-party cookies have also been used for retargeting. An entire industry has been built off this<br>idea alone! Companies like AdRoll, PerfectAudience, Facebook, and more. Someone is out there<br>capturing your data on someone else\u2019s website, then selling that data to whomever wants it the most.<br>Wild, right? <\/p>\n\n\n\n<p>As much as we complain about privacy, the reality is that someone has been watching us this whole time, tracking our whereabouts, and selling it to the highest bidder.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Seems logical that you\u2019d want to own your data, right?<\/h4>\n\n\n\n<p>As we continue to see consolidation across the real estate industry, especially with the influx of private<br>equity firms gobbling up (cookie pun? Anyone?) real estate companies left and right, we\u2019re beginning to<br>also see the consolidation of the world\u2019s most valuable asset: Data. And when this data is in the wrong<br>hands, it can be used in an extremely dangerous way. This we\u2019re already seeing with the consolidation<br>of real estate companies \u2013 where does your data live now?<\/p>\n\n\n\n<p>As Google continues its fight to rid the world of third-party cookies, it\u2019s more important than ever to be<br>in control of your data.<\/p>\n\n\n\n<p>Question your vendors.<\/p>\n\n\n\n<p>Question your partners.<\/p>\n\n\n\n<p>Find out where your data currently is, has been, and, contractually, might be going.<\/p>\n\n\n\n<p>Oh, and don\u2019t forget the sugar cookie. You might need something sweet with all this sour.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How sure are you that your vendor isn&#8217;t leveraging on your brokerage lead data?<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[1480],"class_list":["post-2360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How secure is your brokerage lead data? - RealTrends - Blog<\/title>\n<meta name=\"description\" content=\"How sure are you that your vendor isn&#039;t leveraging on your brokerage lead data? Vendors have been selling your third-party cookies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How secure is your brokerage lead data?\" \/>\n<meta property=\"og:description\" content=\"How sure are you that your vendor isn&#039;t leveraging on your brokerage lead data? Vendors have been selling your third-party cookies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\" \/>\n<meta property=\"og:site_name\" content=\"RealTrends - Blog\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Eric Stegemann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@traceyveltFL\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eric Stegemann\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\"},\"author\":{\"name\":\"Tracey Velt\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/#\/schema\/person\/db05dddc94c61082eaa18f2f5e66c788\"},\"headline\":\"How secure is your brokerage lead data?\",\"datePublished\":\"2021-08-05T11:05:00+00:00\",\"dateModified\":\"2025-03-13T02:38:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\"},\"wordCount\":816,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"articleSection\":[\"Archive\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/#respond\"]}],\"isAccessibleForFree\":\"False\",\"hasPart\":{\"@type\":\"WebPageElement\",\"isAccessibleForFree\":\"False\",\"cssSelector\":\".wp-block-housingwire-piano-member\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\",\"url\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/\",\"name\":\"How secure is your brokerage lead data? - RealTrends - Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.realtrends.com\/blog\/2021\/08\/05\/how-secure-is-your-brokerage-lead-data\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2025\/03\/9ced5ef4-69ab-4ba7-a7cd-ec49be7b274d.png\",\"datePublished\":\"2021-08-05T11:05:00+00:00\",\"dateModified\":\"2025-03-13T02:38:23+00:00\",\"description\":\"How sure are you that your vendor isn't leveraging on your brokerage lead data? 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