When everyone is sending listings everywhere, the chances of your listing rising to the top are zero. Unless you add some dollars to that equation.
All real estate portals must deal with the issue of receiving the same listing from multiple sources. Some generally give priority to the broker or MLS. Others just let all the listings display, even multiple times, as a sort of free for all. Some reference multiple sources. But in all cases, if you really want your listings to rise to the top, from now on, it will cost you.
Here are the various scenarios that will cost you money:
Data Priority: This refers to giving your listings, and the links back to your site, priority over other instances of the same listing. If the portal receives multiple versions of a listing, you pay to give your data preference.
Members Only: Some portals do not accept listings unless you are a member. You pay to gain access to this portal. It’s like a country club that only displays the listings of those who are paying members.
Bold Placement: Just like in newspapers, you can pay to have your listings stand out. Different colors, flags and other features make your listing pop off the page. Portals like this because it doesn’t impact the user experience by giving some listings placement above others.
Priority Placement: This puts your listing above others. Even if a user searches for homes sorted by price, yours comes up on top. There is often a couple of tiers, with the listings appearing for free at the bottom.
Featured Placement: This puts your listing in the form of an ad that typically rotates about the zip code or general area you choose. Sometimes you can purchase total control of an area, and sometimes you rotate with other ads.
There are variations on the above themes. For example, a variation on the Bold Listing is the Branded Listing, in which you get to display your logo prominently alongside your listings, whereas others (who don’t pay) don’t. But in all instances, it will cost you. Prices range from $10 per 1000 impressions to $40 monthly to the sky is the limit if you want to take control of a zip code or other geographic area. And keep in mind, these charges are for each portal. It adds up fast.
Author: Lawrence Schoeffler
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