On behalf of the Council of Multiple Listing Services (CMLS), Clareity Consulting conducted an online survey of brokers regarding listing syndication issues during the last two weeks of April 2011, with CMLS members encouraging their brokers to participate via email, website and social media channels. Once invalid submissions had been removed, there were over 2100 answers, providing a margin of error of +/-2.12%. This survey is a follow up to the one Clareity performed in conjunction with REAL Trends and presented at the CMLS conference in 2010. Following is a summary of key findings:
- 71% support MLS syndication to publishers at broker’s request. 11% are neutral and 19% are in opposition.
- 53% participate in an MLS provided syndication service. 30% do not and the remainder does not know.
- 46% syndicate both via the MLS and independently or through a franchise. 45% do not, 9% don’t know. Among larger brokerage (over 26 agents), over 72% syndicate both via MLS and independently or through a franchise.
- 46% are aware that non-MLS syndication of listings is creating duplicate listings on web portals
- 70% are aware that many non-MLS methods of listing syndication don’t provide methods of keeping listings up to date.
- 46% say that, if they syndicate listings by means other than the MLS, they always manually keep them up to date and take them down when a property sells. 22% only sometimes update the listings and 32% never update them. Among those who are aware that non-MLS syndication creates duplicate listings, 50% say they always update the listings manually, 24% sometimes update them and 26% never do so. Among those who are aware that non-MLS syndication creates non-updated listings, 50% say they always update the listings manually, 23% sometimes update them and 27% never do so.
- 36% receive traffic information from the syndication providers (Point2 and ListHub).
- 78% are concerned regarding the level of listing data accuracy on syndication portals. 13% are neutral and 9 % are not very concerned or concerned at all.
- 79% are concerned regarding unauthorized re-syndication. Among larger brokerages, more than 83% are concerned.
- 52% expect that MLSs will “very aggressively” police syndication portals and protect listing data. Another 25% expect MLSs will “somewhat aggressively” do so.
There were many comments made by respondents, and the best are included as an Appendix to this report. There are complaints regarding the business practices of publishers, as well as accuracy and listing duplication; a desire to pull back from listing syndication – but also support for the syndication and its benefits; calls for controls over or rules for publishers and for the MLS to police them – but also a few concerns over MLSs policing the publishers. Detailed results and broker comments follow.
Download the full report (requires Adobe Acrobat / PDF):
Broker Survey on Syndication Issues
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