Rob at The Notorious R.O.B. (Rob works at OnBoard, a data aggregation company) wrote an excellent post about the damage that can be done to brokers and agents by using Trulia, Realtor.com, Zillow, and other third-party listing aggregation websites.
From Rob’s post;
“[The] consumer then has a relationship (or at least an experience) with Trulia or whoever; it’s how they found the house, and found the real estate agent…
…But the brokerage? Or the brand? Just like I couldn’t remember the name of the contractor that did my windows, would any consumer remember RE/Max or Coldwell Banker or whatever?
Would said consumer, upon resurfacing seven years later (on average), remember the agent who took such good care of him the first time around? Or would he remember the really useful website where he found a house and someone to “install” the house for him?”
Instead of building the brand of these companies, build your own brand.
It’s a great post and a good story, and it has a good message that every broker might want to think about.