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If you’ve been active in the residential real estate market, chances are large brokerage firms have tried to sell you on their “big network” advantage. But more and more that’s proving to be a myth. The truth is that homebuyers and sellers usually don’t go to individual brokerage sites when searching for properties. They go to listing sites like StreetEasy.com, PropertyShark.com, Trulia.com, and NYTimes.com. Why? Two reasons: Transparency and selection.

Sites like these revolutionized the listings business by their transparency—they “offered consumers sales and rental information that had never before been available, including days on market and price changes,” according to one article. This is information that the brokerage firms did not want you to know—since the less you knew, the greater their bargaining position. But consumers flocked to these listings sites—and now the sites rule the business.  Their listings selection is vast—since they can include listings from all brokers—and it’s far superior to any individual brokerage’s. And here’s clear proof of their success: Now even the largest brokerage firms list their properties on these sites.

As a boutique brokerage firm, we’re of course pleased that the playing field has been leveled. Our marketing plan for listings includes postings on listing sites such as these—providing our clients with as much reach and exposure as any major brokerage firm in the city. We also embrace the transparency that these sites provide, as well as educated consumers.
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