“Advertising will get more and more targeted until it disappears, because perfectly targeted advertising is just information. And that’s good!”
Much of the controversies surrounding listing syndication centers on the concepts of advertising, i.e., who gets to advertise what listings and when and where they get to advertise them. Competitors will never agree on these issues. Period.
The solution to this conundrum, though, is in moving our thinking from advertising to information. How can we make listings information, instead of advertising? That’s a central question I’ll be pondering as I head off to Vegas for the NAR Convention. Hopefully I’ll see you there!