Dispelling The Myth
By Jim Palmer Jr.

I heard through the grapevine this week about a seller who hired a multi-state broker because they thought this out-of-area broker was more capable than a local broker of promoting their million-plus property outside the area. In another case, a seller contemplated pulling their listing from a local independent company and placing it with a large franchised company because they were under the impression that a large franchise was more able to connect with outside-the-area buyers.

To be blunt with those who still think that way, this idea is outdated and a fallacy. The difference-maker is the internet. What seemed at first glance to some real estate brokers as a threat has become the most amazing tool for marketing! That one tool has become the great equalizer.

Now, let’s dispel this wives’ tale about a franchise having more marketing power than a smaller independent company. In an honest side-by-side comparison (concerning their ability to market a property inside or outside the area) it is a dead heat, simply because the smaller company has all of the internet tools available that a large franchised company has. Besides that, any extraordinary marketing beyond the usual sources is only as good as the pocket book of any particular agent.

One key factor to consider is IDX or Internet Data Exchange which occurs between cooperating brokerages in most MLS’s (multiple listing services) across the country. What that means to sellers, is that their listing appears on every company’s website as if it was part of their inventory. For example when a buyer does a property search on any large franchised company website they will see ALL of the listings available, including those offered by the Ma-and-pa real estate shop in a small town and vice versa. Both use the MLS, which syndicates to many real estate marketers including Zillow, Trulia, Realtor.com, LandWatch, etc .

A small town broker could have an edge over a big company broker if they have their own personal website which is dynamic enough to be linked to through Craigslist advertising or other resources and links. The franchise broker may not have a personal website if they rely solely on company advertising. They probably also cannot afford extra advertising such as specific print ads etc. In such cases the small town broker with deeper pockets has the definite edge. In any case the real difference should be the trust edge that comes with a strong personal connection between the competent broker and loyal client.