The Many Branches of Syndication
You may think that syndication is an all-or-nothing decision, but that’s not the case at all. As a listing is added to the MLS, syndication options can be strategically determined for each individual listing.
SABOR’s Syndication Dashboard lets you opt-in/opt-out of listing feeds sent by SABOR. Changes in the SABOR Syndication Dashboard take effect in real-time but most publishers pull MLS data at various times throughout the day. At this time, there are three publishers available to syndicate listings to on the SABOR Syndication Dashboard: San Antonio Express News, realtor.com and Apartments.com. We specifically chose to target San Antonio Express News, realtor.com and Apartments.com as our first publishers because these are three of the most used and lead-generating sites that will bring the greatest value to our members.
The other syndication site SABOR offers, ListHub, allows you to send bulk data to over 80 different website partners. Separately, you may also manually add listings to other networks that take data one listing at a time. These are merely options; branches of the tree, if you will, on which you may place your listings if you choose. You certainly don’t have to choose all 80+ branches, but you can if you like!
Here’s an example of strategic syndication. Many brokers work in specific areas of the market – sometimes defined by property type, geographic area or value. There are websites within the syndication options that also may specialize in these areas. Syndicating selectively to these sites may suit your goals for your business.
Syndication might be a good option for you. A broker who conducts significant land business might choose to syndicate to the sites that specialize in land, then add individual land properties manually to sites that focus on the local market.
In other words, syndication isn’t just for those wanting to distribute data to all corners of the Internet — it’s also designed to allow for much more focused listing placement.
Syndication should be a part of your overall marketing strategy. You have the control to design your own method of syndication to push out your listings with pinpoint placement.