How should brokerage firms use Internet listing systems?
Finn: Clearly, brokers should put every listing, unless there is a requirement for discrete, confidential marketing, in a public Internet listing service. Their other marketing efforts should drive interested parties to that web site. The sites should provide basic information to determine preliminary interest and then, with proper registration and approval, unlock comprehensive details to enable decision making. Brokers can then focus their time on negotiating and finalizing transactions with only the most qualified prospects. …
