From: Errol Samuelson, President of Realtor.com
To: IRES MLS Subscribers
Regarding: Agent Match
Realtor.com’s primary purpose is to connect Realtors with consumers in the digital world. This is a mandate we take seriously. Realtor.com is also a self-supporting entity operated by a for-profit company that does not receive any NAR dues.
In that spirit, we launched an experiment this fall in the Northern Colorado market called AgentMatch. Our goal was to test concepts and solicit feedback from consumers and Realtors. As you are aware, other companies are moving ahead with their solutions regardless of industry involvement.
In an age of reviews, ratings, big expectations and small attention spans, we wanted to create a service that would place facts, and Realtors, front and center.
AgentMatch aimed to do that. During this testing phase we learned that we must resolve several important issues before moving any further ahead.
We have concluded the AgentMatch pilot and are working with Realtors in Northern Colorado, and across the country, to evolve the program and find a better way to highlight each of their unique attributes.
We learned a few things in this experiment. We learned that using an algorithm to “match” consumers with Realtors is misguided. A computer cannot find the best Realtor for someone, just like a computer cannot place an accurate value on a home.
We also learned that metrics like days on market or list price to sale price ratio, while useful within a real estate brokerage, could be confusing or even misleading to consumers. Numbers don’t lie, but they don’t necessarily tell the whole story, either.
And yes, metrics matter, but we need to expand the ways that Realtors can highlight their other dimensions, many of which cannot be neatly captured by a number.
This AgentMatch pilot has ended, but the larger project remains: We intend to create the most accurate and complete resource for consumers looking for a Realtor online, and to continue moving the industry forward with innovative solutions.