MOVE launches the Real Estate Network for Franchises

by Victor Lund on January 11, 2012

Listhub logoFranchise Networks have taken the first step to declare their independence from the MLS rules and regulations, and third party listing websites.

Today MOVE, operators of REALTOR.com and the Listhub listing syndication network, announced that they have created a data sharing solution called the Real Estate Network. Participant in the network include the two largest REALOGY networks of Century 21 and Coldwell Banker along with Realty Executives and RE/MAX.

Under the terms of the agreement, the four participating Franchise Organizations will reciprocate in a listing data share of property listings for public display each other’s franchise websites. New Century 21 CEO, Rick Davidson sent an email to all Century 21 brokerages yesterday ushering in what he calls “the next step in the evolution of our listings distribution strategy.”

The release from MOVE indicates that the Franchise organizations have come to mutual terms on a standard display of listings, details about the standard have been released on the Listhub website (http://www.listhub.net/networkrules.html). MOVE indicated that the rules were “to ensure that broker’ interests will be preserved and facilitate a level playing field by the participants”

RULES Overview

Some key take-away’s from the rules, many of which are comparable to IDX and look pretty reasonable:

Listing usage is limited to public website display and mobile display.

Ability to hide display of price and property address.

Ability to use the data to create trends, indexes, and averages.

Ability to co-mingle listings with other data sources (presumably this would mean that REALOGY will continue to display their other brand listings of Sotheby’s, ERA, and Better Homes and Gardens in line with the Real Estate Network Listings).

Listing broker and agent are clearly identified (but links go to the franchise participants website).

Industry participants may be either Franchises or “dues collecting membership organizaitons.” This leaves open the opportunity for groups like Leading RE and The Realty Alliance to participate. For that matter, it would seem like an MLS may participate.

Data may not be redistributed or repurposed.

All participants must agree to share analytics like Search Impressions, Detail Impressions and Lead Counts.

There was not mention of a social media policy with listings, among other things – but that is fodder for another post.

Industry Reactions

There have been a variety of reactionary responses to this new initiative. Here are the expressions that we have gathered through direct response and social media.

Small Franchise Broker – This is great – it gives me a chance to ride on the coat tails of larger brokers who I compete with without having to pay a premium to Zillow and Trulia.

Mid-Sized Franchise Broker – I pay my franchise fees and marketing fees and get little for it today. This will help. I would rather pay the franchise to help market listings and our brand to consumers than third party companies who only get in the way. This is great news. It is about time that (Franchise Name) finally woke up.

Large Franchise Broker – If I could cancel my franchise agreement, I would. We have no opportunity to make selections over where our listings are syndicated. When are these franchises going to understand that the listing belongs to the broker – not to them? When we load listings into Crest – we have no freedom to choose where they go. The Franchise already earns 6% commission on all sales plus a Franchise marketing fee. They don’t sell real estate, we do! We are considering a strategy to mark all listings in Crest as “Do Not Syndicate.”

MLS Executive – This could be the beginning of the end of the MLS. If the Franchises all share data directly, they don’t need us. There is no magic to managing offers of compensation among brokers.

Large REALTOR Executive Officer – This will open the door to a major shift away from REALTOR Associations if agents and brokers realize that they can manage offers of compensation and data sharing without the support of NAR, State, and local Associations. It will also create the opportunity for wider compensation to Franchises. Smart move, but I am not thrilled about its implications to our membership.

Large Independent Broker – This is unfair competition and I suspect that the department of justice will begin taking a careful look at this. REALTOR.com just lost my business and I plan to suggest that the MLS switch syndication partners away from Listhub.

Medium Sized third party consumer website – The news of this should strike a blow to Zillow and put Trulia’s IPO at risk. As soon as the Franchise organizations understand that it is the listing more than the technology that drives consumers to National websites, they are likely to stop syndicating broadly. It should not impact us at all.

We took a look at stock prices at the closing today to see if the leak of the news had any impact on Zillow or Move. There was no indication of any reaction either way. The markets may react today on the news.

What do you think of the news?

Here is the official press release from MOVE:

LISTHUB LAUNCHES REAL ESTATE NETWORK

Real Estate Brokers Extend Reach to Millions of Consumers Through

Real Estate Franchisor and Broker Network Websites

 

Campbell, Calif.,  – (January 11, 2012) – ListHub, the largest syndicator of real estate listings, today announced the launch of the Real Estate  Network (REN) to extend the syndication of property listings to highly trafficked websites operated by real estate franchisors and brokerage networks. ListHub’s Real Estate Network will be available at no charge and as a voluntary syndication option for brokers and Multiple Listing Services (MLSs). ListHub is operated by Move, Inc., (NASDAQ:MOVE), the leader in online real estate.

Century 21, Coldwell Banker, Realty Executives International, and RE/MAX are among the first publishers to join the network at launch. Together, these publisher websites attract 4,331,000 million unique visitors[1] each month. ListHub expects to add additional franchisor and broker network websites to the Real Estate Network in the near future.

“ListHub’s Real Estate Network answers an industry need to promote listings on high-visibility franchisor and broker network websites in a way that maximizes and ensures broker control,” said Move CEO Steve Berkowitz. “As an organization committed to online property listing integrity and respect for the content owner’s rights, this is an industry-friendly initiative Move is uniquely positioned to lead. We are excited to expand the value we bring to our broker and franchise customers, as well as to our MLS partners”

With the launch of REN, the 376 MLSs and 43,000 brokerage firms currently distributing listings through ListHub may now choose to send their listings to one or more sites within the network  with one easy click.  Participating brokers and MLSs retain full control over where their listings are and are not syndicated to within the network. One set of standardized, industry-friendly rules will govern the display of listings on publisher websites in the network, and can be found at: http://www.listhub.net/networkrules.html. Franchisors themselves will also participate in the network, displaying each other’s listing inventory on their websites.

Mike Pappas, president and chief executive officer of The Keyes Company, a real estate brokerage based in Miami, Florida said, “We have promoted our listings on competitors’ websites for years through IDX to maximize the marketing value we deliver to our sellers, and we view the Real Estate Network as an extension of that effort. As long as I can control where my listings go, and can rely on clear rules for how they are displayed, I welcome this additional distribution.”

“We are pleased to expand the distribution of our brokers’ listings through the Real Estate Network, and enhance our franchise brands’ online listing distribution strategy,” said Alex Perriello, president and chief executive officer of the Realogy Franchise Group. “We believe our brands’ participation in the Real Estate Network ultimately will result in a better online experience for their customers.”

“ListHub’s Real Estate Network will enable us to offer accurate and timely information for display with a single set of nationwide display rules so we can connect with more consumers and drive more value for our sales associates,” said Margaret Kelly, chief executive officer of RE/MAX.  “The Real Estate Network is a welcome opportunity to compete on an equal footing with non-industry sites and provide broad exposure for listings represented by many different brokers.”

 

ABOUT LISTHUB

ListHub is operated by Move, Inc., (NASDAQ: MOVE), the leader in online real estate.  Located in Morgantown, West Virginia, ListHub provides seamless distribution of active listings to popular Internet sites where consumers search for property information.  ListHub updates listings on their publisher site every 12 hours to provide today’s homebuyers with accurate information from their MLS.  Multi-level reporting options for brokers, agents, and homeowners, along with unique customization tools make ListHub the premier solution for real estate listing syndication.  Currently, ListHub powers listing distribution for more than 43,000 brokerages, 117 publishers, and 376 MLS sources nationwide.

ABOUT MOVE, INC.
Move, Inc. (NASDAQ: MOVE) is the leader in online real estate with 20.6 million visitors[2] to its online network of websites within the Realtor.com Real Estate Network.  Move, Inc. operates: Move.com, a leading destination for information on new homes and rental listings, moving, home and garden and home finance; REALTOR.com®, the official website of the National Association of REALTORS®; Moving.com; SeniorHousingNet; ListHub; and TOP PRODUCER Systems. Move, Inc. is based in Campbell, California.

This press release may contain forward-looking statements, including information about management’s view of Move’s future expectations, plans and prospects, within the safe harbor provisions under The Private Securities Litigation Reform Act of 1995.  These statements involve known and unknown risks, uncertainties and other factors which may cause the results of Move, its subsidiaries, divisions and concepts to be materially different than those expressed or implied in such statements.  These risk factors and others are included from time to time in documents Move files with the Securities and Exchange Commission, including but not limited to, its Form 10-Ks, Form 10-Qs and Form 8-Ks.  Other unknown or unpredictable factors also could have material adverse effects on Move’s future results.  The forward-looking statements included in this press release are made only as of the date hereof. Move cannot guarantee future results, levels of activity, performance or achievements.  Accordingly, you should not place undue reliance on these forward-looking statements.  Finally, Move expressly disclaims any intent or obligation to update any forward-looking statements to reflect subsequent events or circumstances.

SOURCE Move, Inc.

Contact:           Jennifer DuBois 805.557.8037 Jennifer.Dubois@move.com

Julie Reynolds 805.557.3080 Julie.Reynolds@move.com

 


[1] comScore Media Metrix, Key Measures Report

[2] comScore Media Metrix, Key Measures Report

{ 8 comments… read them below or add one }

Errol Samuelson January 11, 2012 at 5:39 am

A brief note regarding the comments by the Large Independent Broker and the MLS Executive: it is important to note that the listing broker, via the ListHub dashboard, has the ability to decide whether to send listings to the participants in this new Real Estate Network. Listings are not distributed without the broker’s permission. And, as you mention in your article, the Real Estate Network participants must all adhere to a standard set of rules that govern how the listings may be used and displayed. This is about providing listing brokers with greater exposure for their listings, and doing so in a matter that protects their data and respects their rights.

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Victor Lund January 12, 2012 at 3:58 am

I think that the Real Estate Network is awesome. Looking forward to watching the landscape shift.

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Amanda Cornelius January 11, 2012 at 1:15 pm

Interesting article. Doesn’t listhub get their listing data direct from the local MLS’s? So can’t the MLS just stop sending them the listing data and put an end to this plan? Real Estate agents and brokers really like being on the cutting edge of technology so sometimes they jump into things without thoroughly thinking them through. I am not saying that’s the case here, but It seems to me that sending your listings data out to everyone was not such a great idea after all. I am interested to see if more large offices and brokerages stop syndicating their listings in 2012. It might just be a new trend …

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Victor Lund January 12, 2012 at 4:04 am

Listhub has many MLS relationships (100-200 I think). Along with Point2, they provide brokers with the ability to selectively and easily transport their listings to publisher destinations.

Franchise brokers often provide feeds from the MLS to the Franchisor for broker listings, or the franchise broker manually enters the listing into the Franchisor back office solution like CREST. The distribution of CREST listings is either “on” or “off.”

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Kathy Borruso for Alex Perriello January 11, 2012 at 1:45 pm

FROM: ALEX PERRIELLO, PRESIDENT AND CEO, REALOGY FRANCHISE GROUP
“We strongly object to your characterization of the Real Estate Network. From our perspective, the Real Estate Network is a step forward for the industry and homebuyers and sellers. It provides brokers, both franchised and non-franchised, with the choice to distribute their listings for display on the Real Estate Network’s members’ websites using a set of industry-friendly display rules. Any suggestion that the Real Estate Network is a potential threat to organized real estate and the MLS community is ill-informed and wrong.”

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Victor Lund January 12, 2012 at 4:13 am

Kathy, please ask Mr. Perriello to read the article again. WAV Group characterizes the Real Estate Network as a great thing for the industry.

As with all significant changes in Real Estate, it unsettles some people and we reflected some views from around the industry – some good, some weird. Sorry if some of the views around the industry ruffled feathers. It was not the intent.

There are a few nervous and anxious people in the crowd. That is normal. Alex Perriello’s commitment to organized real estate, and his unrelenting support and contributions to the National Association of REALTORS are heralded in the industry, and by WAV Group. Not sure where the wires were crossed – I will give him a call.

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Maryann Penman March 16, 2016 at 8:58 pm

Thoughtful analysis – I was fascinated by the details . Does anyone know where my company can acquire a fillable KS PA 50 form to complete ?

Reply

Victor Lund March 17, 2016 at 7:42 am

Contact your Board of REALTORS(R) to have the form added and programmed by your forms provider.

Reply

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