How to tame the listing syndication beast

How to tame the listing syndication beast

Listing syndication can be mighty confusing. Sellers expect you to advertise their home everywhere online. Buyers’ online viewing habits are hard to predict and in constant flux. So, how do you tame that syndication beast?

Syndication just means the way information about any given listing, including photographs, gets distributed beyond your MLS – to so-called “third-party publishers” like, Zillow,, etc. Syndication is different from IDX (Internet Data Exchange), which allows brokerages to share listing information without violating certain advertising restrictions.

There are lots of ways to syndicate your listings – through your MLS, your brokerage, as well as through virtual tour companies like Obeo. Let’s call these syndication channels. You can even manually syndicate by entering your listing information yourself on a site like Zillow.

But syndication can quickly go from useful automation to fire-breathing dragon – if you’re using multiple syndication channels. Because those channels don’t talk to each other and because it’s easy to forget which boxes you checked on which site, it’s no wonder you can end up with listings going places you don’t want them to go.

In Colorado there is a St. George for this dragon. REColorado, Colorado’s largest MLS, launched a new syndication program this past spring to give you better control over which third-party publishers get your listings. Read more here.

“Listing syndication has become an important element of advertising real estate properties online. REcolorado believes brokers and agents should have the tools and information they need to decide where each of their listings is displayed on the Internet,” according to REColorado’s “Evaluating Your Syndication Options. Your Listings. You Decide.”

You can tame the syndication beast. For best practices, I recommend using just one channel – REColorado – to syndicate your listings. Meanwhile, let us continue to provide you with the beautiful, professional imagery you need with your choice of Mediamax or Obeo virtual tours.