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November 2010, Issue No. 6 |  |
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HOW DID MY LISTING GET THERE?The Difference Between Re-Syndication, Powered By, and API 
When brokers, MLSs and franchises engage in syndicating their real estate listings it is no mystery that many of those listings will appear on Primary Publisher sites as well as Secondary Publisher Web sites. Many ListHub customers have asked how this works to determine whether it is "OK" or not.This article will explore the three primary methods by which this occurs, and the risks and benefits associated with each method. 
1. "POWERED BY" In the current online landscape, many Publishers "power" the searches for secondary publishers. It is critical to understand that the defining part of this model is that the listing data never leaves the Primary Publisher's database. The search box on a "Powered by" site allows the consumer to enter their search criteria and see the search results from the Primary Publisher site. The Secondary Publisher displays the primary site in a framed or branded experience much like a smart framed IDX solution. "Powered by" is an accepted practice in our industry. As an example, Homefinder.com is known for powering more than 100 local newspaper Web sites across the country. We have observed that listings are displaying on the newspaper sites the same as they appear on Homefinder.com. That said, it is imperative that Primary Publisher sites disclose the Secondary sites they power. ListHub Users are able to view the complete list of powered sites or extended network for each Publisher in the ListHub dashboard. 2. "RE-SYNDICATION" Re-syndication occurs when the Primary Publisher sends the raw listing data to a Secondary Publisher (sometimes to drive traffic back to the Primary Publisher). This practice reduces control of where the listing is being displayed, the actual data that is displayed and, most importantly, where the resulting consumer traffic goes. It also eliminates or delays the updating of the listing information, creating duplicate or inaccurate data. ListHub has taken the position that the Primary Publishers are not permitted to re-syndicate listings to other sites without the express knowledge and permission of the Content Source, and has worked with the Publishers in our network to turn off re-syndication. 3. "API ACCESS" An API is an interface that allows one software system to talk directly to another. Some Primary Publishers have APIs that allow other Publishers to freely download the real estate listing data. With this model, the identity of Secondary Publishers is not even recognized by the Primary Publishers and the risks closely parallel re-syndication. For example, Oodle has an API, and is unable to provide a list of Secondary Publishers that use this API (This is not to be confused with Oodle's "Powered By" sites. Oodle provides both a "Powered By" and "API" options to Secondary Publishers). ListHub has opted OUT of all APIs in the ListHub network. That means if you send your listings to Oodle through ListHub, your listings will not be available to Secondary Publishers who use the Oodle API, but they will appear on the Secondary Publisher sites that are "Powered by" Oodle (such as Military.com).  *The benefit of increased exposure for re-syndicated listings or those acquired by and API may not translate into benefit for the listing broker. **This is because the Publishers who receive the listing information will often receive a duplicate copy of the listing from another source. Since the Primary Publisher usually deletes one copy of the listing, the ability to measure traffic on the listing data set is compromised. ListHub is neutral regarding the business models of the Publishers in our network. However, by differentiating between these three practices we endeavor to bring transparency to the Publishers' practices to support brokers, franchises, and MLSs in their ability to make better decisions as they engage in syndication to maximize value and minimize risk. ListHub has already opted our listings out of the two known APIs in our network: Google Maps and Oodle. In the area of re-syndication, we have turned of re-syndication of ListHub data with all Publishers in our network with two exceptions, which are both Affiliate Publishers, manually added only by individual brokers who are fully aware of the terms by which they syndicate to their listings to these sites. In support of our customers, we want to know what criteria you use to select which sites you choose for distributing listings, and what issues you think require more research and information. To that end, we welcome your input on these topics.
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©2010 Threewide Corporation |  |
