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FSBO Sites Grow as Broker and Franchises Languish

by Victor Lund on November 30, 2011

Listing Syndicaiton

One of the pleasures of working at the WAV Group is the barrage of business questions that we are tasked to answer on a regular basis. Often, the questions challenge conventional understandings about the effectiveness of strategies in real estate. A key strategy discussion among executives at large broker firms and at large franchise organizations surrounds listing syndication to FSBO websites. Syndication strategies that each firm chooses varies relative to local market competition and consumer behavior. I highlighted that last sentence because it is the most important statement in this blog post. Many brokers and franchises are looking at what appears to be a radical move by Edina Realty and Shorewest REALTORS to pull out of syndication to FSBOs. It is not radical at all. It is sound business reasoning based upon measuring consumer behavior in their marketplace. At its foundation is the understanding that consumers visit agent, broker, franchise, and FSBO websites to get listing information.

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Rent to Own Graphic

The world has changed.  Many consumers that used to want to live the “American Dream” of homeownership have given up on that dream – at least for now – and have turned to renting, instead of buying.   They may have lost their home, or simply don’t believe that buying a home is a good investment anymore.  Still others simply cannot afford to buy a home because they have lost their job or they have been forced to take a lower paying job just to keep food on the table. Are we just going to abandon these folks because they aren’t buying a home “at this moment”?    We may not be trying to ignore them, but in fact we are by not providing any options for them to learn about rentals from organized real estate. 

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