An Edgeio Analysis
I read a blog post on the new Edgeio purchase on Transparent RE.com. The writer discusses the purchase of ARES by Edgeio and the possible implications. I have a few comments:
Edgeio is a vertical search engine. It currently works to drive traffic back to the listing source. On the listing example that mentioned, it only links to 1 source - www.point2homes.com (not 3 as suggested). Point2 is the service provider that has syndicated the listing to Edgeio. The listing was inputed by a Keller Williams Agent using Point2 software. In this case, the agent is using a free version of the software so the link back is going to the listing detail view with more information at Point2 Homes. If the agent was paying for a website with Point2, the listing on Edgeio would link directly to the listing agent's website.
I suspect that Edgeio will use the MLS IDX feed to eliminate the duplicate entry problem and syndicate listings for the Broker of Record. The challenge is that the listing will not index as well because the MLS does not gather enough local, search information.
I don't see Edgeio syndicating an entire MLS inventory via the broker's IDX feed (as the writer suggests). It opens up a whole can of worms around a listing broker's ability to control how and where their listing is advertised. Yahoo Real Estate currently uses IDX feeds from Prudential. In the process, they have ostracized the rest of the industry. You can't do that in an industry that is this fragmented, with 1.2 million professionals that spend collectively around $11.9B / year on advertising and promotion.
