Where Real Estate Gets Its Dirt

HowardHanna.com switches to VOW, and raises questions on IDX and national portals

This is a head-scratcher. I’m not sure I fully understand what is going on here but I’ll try and explain. From the video, HowardHanna.com appears to be leaving IDX. Currently, they are showing only HH listings and you must register to see more.

So is Howard Hanna pulling out of IDX? Is there some sort of selective listing opt-out mechanism? Mr. Hanna also says they will “still be partnering with the national portals, and figuring what the strategy will be with them.” I can’t for the life of me figure out how since most of the national portals use an IDX feed. Can you blend an IDX feed with a direct feed from a broker?

Genius or bat-shit crazy? I don’t yet understand the strategy fully until some of these questions are answered. I guess if they are super dominant in that market then it might make sense.

But if I’m a listing agent in Ohio that is competing with Howard Hanna the first thing I would bring up at a listing presentation is something to the tune of, “Howard Hanna won’t promote your listings on all websites, I will”.

I’ll be hosting a Twitter Spaces on this subject today at 1PM PT. Join us!

  1. I was in Cleveland last week and they sure have A LOT of listings. Most of the yard signs are HH in the western ‘burbs. When you’re as dominant in market as they are, it might pay to only have your own listings in front of the subscribe wall. Who knows if it complies with MLS policy, but interesting tactic.

  2. “Howard Hanna won’t promote your listings on all websites, I will”. Technically this wouldn’t be true as they wouldn’t able to display them on HH’s site.

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