Having an effective web presence is all about the experience, and so is a brand. A brand should relay an experience, a position in the mind of the consumer.

The notion seems far-fetched. But should a scenario like this occur where one company attains such critical mass and ascends to a pulpit of influence that a flip of switch is all that's needed to disintermediate one million real estate agents, then I'd say, the disintermediated model was seismically faulty for a long time.

Those who posit this concern, I wonder, what are they doing about it?

But what about the argument that some posit: We shouldn't syndicate our listings to places like Zillow because their ultimate business model, regardless of what they say now, is to disintermediate us. Once they have a critical mass of OUR data, all they have to do is "flip" the switch and voila! A nationwide competitor to Redfin.

The practice of 'protect your listings' has been the mantra of NAR for so long, agents have been focused on this 'strategy' instead of positioning themselves ahead of the inevitable ubiquity of listings that stands before them today…

The recent conversations around the re.net have addressed the experience vs results dynamic…now we're getting somewhere!