Starting today, any broker or agent will be able to post his or her listings onto the Microsoft HomeAdvisor Web site free of charge. Designed as a direct response against the Realtor.com's exclusive Gold Alliance program, HomeAdvisor's BrokerDirect program is designed to give brokers and agents who want their listings shown on as many sites as possible a forum on the Microsoft portal. Links go live today on HomeAdvisor where brokers and agents can sign up for their accounts.

"There are a lot of brokers whose MLSs have signed exclusive agreements," says Ian Morris, product manager for HomeAdvisor. "They want the additional exposure, and they are hearing that their competitors are getting leads from HomeAdvisor. The BrokerDirect program lets them take control."

The BrokerDirect program can be found at the Partners Center on the front page of HomeAdvisor. Agents and brokers will be able to manage their own listings and images directly. Current partners will find that the new program will allow them to get listings up on HomeAdvisor faster. According to Moore, some MLSs, for example, take a couple of days to post listing data. With BrokerDirect, listings are posted to millions of Microsoft home buyers by the next day.

James Escaja, president and Broker/Owner of Town & Country Estates, Inc. in Boardman, Ohio, is typical of BrokerDirect's target customer. His local MLS has signed a Gold Alliance agreement with Realtor.com. However, Escaja has chosen to also post his listings with HomeAdvisor via the site's BrokerDirect tool. "I think it's ridiculous, as an MLS, to keep your listings to yourself and control what belongs to your customers," declared Escaja.

Escaja says he has been able to significantly broaden his consumer audience. "We've received a tremendous response rate from consumers well beyond the geographic range of traditional real estate classified advertising. As a result of listing with HomeAdvisor, customer inquiries from 150-250 miles outside our local market have become a common occurrence," said Escaja.

Wayne Short, a broker/owner of RE/MAX Realty Professionals in Wichita, KS agrees. "Our MLS was limiting its Web presence to one site, but I don't want to limit myself. HomeAdvisor is just another way for me to increase my audience."

Last year, Short says he generated 1/4 of his income from the Internet, with over 50% of his clients visiting his Web site during the sales process. Short's business is comprised largely of relocating families. He considers an online listing service to be the most effective way to reach these consumers.

"I advertise in many mediums, and I certainly don't want to limit my business opportunities. HomeAdvisor's BrokerDirect allows me to reach additional potential customers, while giving me a competitive edge in my local market," explains Short.

Editor's Note: The BrokerDirect program will be highlighted at the Microsoft HomeAdvisor booth, #1325 during the NAR conventions. Brokers and agents can sign up for the program there at two kiosks.