I had the honor of working with the Greater Albuquerque Association of REALTORS® today. They hosted a Town Hall asking for input on whether or not their brokers would like them to negotiate a Direct Feed from the Zillow Group on their behalf.  Michael Bustamante did a great job of framing the issues that need to be discussed and ultimately decided upon. While the issue is anything, but clear cut, there were interesting questions posed that may be helpful for you to use in your market as you try to think your way through your market’s decision about direct feeds. 1.     Potential Need/Impact – What percentage of your market’s listings are already being syndicated through franchises?  In this market, more than half of the listings were being syndicated through about 7 franchises.  You may want to check and see how many of your franchises already have a direct feed in place. This will help you understand what percentage of your listings are actually affected by a direct feed coming from the MLS. 2.     How many are participating?  If you currently have Listhub in your marketplace, you can get a sense of how many of your listings are currently being syndicated to Zillow and Trulia. 3.     What are the trade-offs?   The Zillow Group is offering priority placement for Listing Agents, prominent MLS attribution and a few other goodies.  Ask your members how important these trade-offs are for them.    Each MLS will likely negotiate their own terms, but you can begin with the program that has been outlined publicly. 4.     How committed are your brokers?  How important is Zillow and Trulia to your broker’s success?  There are a lot of schools of thought are the role and importance of third party sites in broker success.  Poll your brokers and find out where they come out on this topic.  If they believe these sites are an important part of their marketing mix then the next question is whether they want the MLS to negotiate a program on their behalf or if they would prefer to go it alone. 5.     Longer Term implications – While many brokers believe that Zillow and Trulia help them secure listings, some are worried about the long-term impact of such a fundamental partnership.  Ask them what their longer-term concerns are. What happens when third party sites have data that is high quality as broker sites?  What could happen to […]


Who Syndicated My Listings?

by Victor Lund on August 25, 2014

We have learned over the last half-decade of doing listing syndication that it is complicated, especially for firms that have multiple offices, multiple associations, multiple MLSs, and possibly a franchise or network. We call this overlapping syndication disorder and the existence of this disorder can lead to syndication fraud. Last month, Amy Gallagher of Century 21® Hometown Realty in California encountered a fraud attempt that was blocked by ListHub. This is an important component of our service that you may not be aware of. Gallagher’s firm participates in three primary MLSs along the central coast of California and is also a franchise of Century 21. All three MLSs offer listing syndication and so does Century 21. Because the firm’s listings overlap in some MLS areas (same listing in multiple MLSs), they choose to use the ListHub service offered through their Century 21 franchise as their primary syndication tool. Gallagher has a ListHub account in each MLS, but has the listing syndication turned off. In June of 2014, Gallagher received an email stating that her new ListHub account in a certain MLS was requested. The ListHub team alerted her that someone was using her broker credentials to try to create a ListHub account. The effort was blocked. “Without this fraud alert feature in ListHub, our listings could have been taken over and abusively syndicated!” Since over 90% of consumers begin their home search online, it is essential that technology is available to support real estate professionals who choose to advertise their listings online within a safe environment. And if brokers want to block syndication there should be a mechanism to support this option as well. ListHub, a leading technology-provider used by more than 450 MLSs and 50,000+ brokers in the United States, is a good example of a managed syndication platform. ListHub is controlled solely by the broker-in-charge and connected directly to the MLS. With ListHub, for example, only the broker-in-charge can decide where the company’s listings are being distributed online, or if they are distributed at all. ListHub has protective measures in place to help brokers prevent listing fraud including the ability to block syndication for your office codes, ensuring that no other broker or agent is able to fraudulently syndicate your listings via ListHub. A little background to understand how this works… The ListHub platform is set up so that when a broker account is configured ListHub pulls the […]


Listhub Offers New Terms HAR Agreement

by Marilyn Wilson on October 9, 2013

Listhub has finally enrolled the Houston Association of REALTORS® in its listings distribution platform by matching the terms of HAR’s unique needs for listing syndication. Historically HAR has entered into direct agreements with major portals. Houston CEO, Bob Hale spoke briefly about the organization’s strategic shift toward Listhub during our discussion at the Council of MLS meetings in Boise, Idaho. “We track everything so our brokers can maximize their success in online marketing,” said Hale. The Houston Association of REALTORS® pioneered the STAR reports that have long provided their members with detailed reports on listings and leads displayed on What was missing was a federated report that shows how stacks up against the leading portals.” Historically, Listhub has offered its listing syndication services for free to MLSs, in exchange for the opportunity to market “premium” reports to brokers and agents. HAR wanted to acquire customized weekly listing metrics reports for their members. When the system goes live, brokers and agents who have active listings will receive reports that show how well their listings a performing on and other sites where brokers choose to publish their listings. HAR is installing the Listhub tracking codes on Brokers and agents may still choose to subscribe to other premium reports. President, Errol Samuelson remarked “with our partnership in Houston, Listhub has now eclipsed the aggregation of 90% of listings in the United States, a landmark accomplishment.” There are a couple of interesting best practices that emerged in this agreement that are worth noting. In some instances HAR may maintain their practice of contracting directly with a publisher and not rely solely on the agreement between Listhub and the publisher. listing views and leads will be included in the HAR Listhub reports. HAR is not truncating the data feed at this time. Some MLSs like Sandicor have also implemented a Syndication Remarks field into the MLS that allows agents to promote themselves differently for syndication than the remarks intended for IDX. HAR stopped short of a few opportunities that WAV Group has identified for listing syndication. No MLS has successfully implemented tracking codes into the MLS system. This is a strategy identified by MRED MLS that was attempted with Onboard Informatics but the pilot program was not implemented into full production. It would also be very interesting for an MLS to require every agent and broker website vendor to install tracking codes. WAV […]

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ListHub’s API and Golden Ruler Report Helps a Broker

by Victor Lund on October 5, 2012

There are all kinds of reasons why a company wants analytics on the performance of their online marketing. Listhub provides this service to brokerages that use their syndication services. The fee for the service is typically just a few dollars per month per agent, but it will track where your listings appear online – for better or for worse. WAV Group has gained an appreciation for the reporting by reviewing MLS level reports that show a federated view of all listings syndicated in the market through Listhub. I will be using these reports in my upcoming talk at the Colorado Association of REALTORS® meetings. They are far more valuable than the small fee charged by Listhub. They inform great decisions about where to send your data, and the effects of online marketing (if any). Listhub offers their syndication services through Franchises – REALOGY, Keller Williams and others have deployed the service. Brookfield uses reDataVault from Real Estate Digital (RED). The Canadian Association of REALTORS® or CREA uses Point2. Here is what I have noticed. For brokers who are part of a Franchise, there are usually preferences to the way that a broker’s listing is displayed. For example, Century 21 Brokers syndicating through the franchise program benefit from not having competitors displayed on their listings, among other privileges like discounts on enhanced listings. For Century 21 Brokers, the Golden Ruler Report is free. Unfortunately, none of these solutions track listings everywhere. For example, the report does not include the number of times a listing was viewed in the MLS, or on another broker’s website, or on the newspaper’s website, or even on the broker’s own website. Listhub and others like Onboard 360 are offering APIs that can be installed on any website. Century 21 Hometown Realty wanted to make the Golden Ruler Report better, so they installed the Listhub API on their Wolfnet website. It is not easy to get a company to put someone else’s code into their product. The Listhub API is a little code snippet that works a little bit like Google Analytics. Every time you ask a website to do something, it adds one more task that slows a website down. Furthermore, there is some remote chance that they can bring the site or even the server down. Let;s just say that Wolfnet did a lot of diligence and testing before they put the Listhub API on […]


Zillow brings battle to Listhub

by Victor Lund on July 3, 2012


Zillow launched a preemptive strike against Listhub yesterday by requesting IDX feeds from the nation’s MLS providers. Zillow Executive Bob Bemis sent an email to all MLS CEOs and Executives titled “Why two data feeds when one will do.” In the email, Bemis admits that is focused on improving data accuracy and timeliness. The note goes on to explain that Zillow’s IDX service, Diverse Solutions, already has the data, why not allow Zillow to use it for so Zillow can circumvent their reliance on Listhub data feeds. A battle ensued when Listhub got word that Zillow was calling them out on the frequency of listing updates.  The Bemis email stated: “Because of the multiple hands through which the data passes, it can sometimes be days before a revised listing reaches us for posting.” Listhub responded to the call out from Zillow in an email titled “Correcting Zillow’s recent communication regarding Listhub.” Listhub executive Luke Glass indicates that Listhub feeds data to Zillow every day, and moreover – Listhub has had a standing offer to send data feeds to Zillow every 6 hours, but Zillow refused. Glass goes on to talk about the disadvantages of sending listings directly to Zillow which include multiple broker syndication dashboards, increased complexity of brokers managing feed sources, customer support, and something about setting a precedent of using IDX for Syndication. Here is the deal. If Zillow or other publishers want to clean up their data, they can do so in two steps. First, they can only display data that comes from a broker (not franchise) combined with the Listhub or Point2 feed. Zillow is spoiling their data by accepting feeds from non-MLS sources as an action of their own will, including FSBO listings. Until they end this practice, their data will always be kludgy, Listhub aside. Secondly, any listing that has not been updated for a time certain (90 days?) could be purged from Zillow display. It would appear that some consumers have gotten wind that Zillow data is suspect. This represents a significant risk to the company’s long term success and reputation. I applaud them for trying to fix it. MLSs should take great care in their next steps. IDX is restricted for display on Participant and sometimes subscriber websites. Licensing broker data to a third party without the expressed consent of the broker is a serious matter. If you want to measure Zillow accuracy in your […]


MOVE launches the Real Estate Network for Franchises

by Victor Lund on January 11, 2012

Listhub logo

Franchise 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 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.”