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The Basics of Listing Syndication for Brokers

May 27, 2014  |  by Tera

The Smart Syndication program is designed to help educate Brokers on the syndication options available to them. As a broker, you are in control of which sites your listings are syndicated to – the choice is yours!

We’re demystifying the syndication process for our Broker customers so they can weigh their different options and decide which one best meets their needs. Let’s dig in!

What Is Syndication?

Simply put, listing syndication is a way to get listings to appear on third-party real estate sites. One way to think about it is to compare it to the way a newspaper syndication service works. The same news story can appear in different papers and websites around the country once the writer or someone acting on their behalf sends it out. A similar concept can apply to real estate listings, usually using one of the following four methods:

Smart Syndication

1. Syndication service to publisher sites

A syndication service, such as ListHub, pulls the basic listing information directly from the MLS and distributes it to all of the third party sites the broker has selected to receive the data. Some agreements between listing syndicators and third-party sites require the sites update their information at least once per day (though some of the larger ones will do it more frequently).

2. Direct data feed to publisher sites

A brokerage (or franchise) can set up a listing information feed to a third-party site that sends the listing information to the publisher directly from the brokerage.

3. Manual entry on publisher sites

In this instance a broker or someone acting on their behalf (e.g., the agent, or a personal assistant) can submit a listing to a third-party site by manually entering the listing information directly on the publisher site. Unlike the first two methods on this list, manual entry means the information about the listing won’t change until someone manually updates the listing information on each third-party site where the listing was manually entered.

4. Other technology service providers

There are some real estate technology service providers that syndicate listing information to third-party publishers. Check with any technology service providers (such as virtual tour vendors, website providers, contact management systems, etc.) you use to see if they syndicate your listings.


We recommend that you review each publisher’s terms of use.The terms of use can differ from one publisher to another, so make sure to read the fine print about their conditions.┬áSome important things to watch out for are: how frequently they update the listings from broker feeds, whether the broker retains control of the listing information, and how the publisher may use the listing information.

If you would like to learn more about Smart Syndication, please visit

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One response to “The Basics of Listing Syndication for Brokers”

  1. David Charron says:

    No more set it and forget it! Let's go brokers. Time for all of us to re-engage!

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