The NAR's IDX guidelines on how MLSs should implement the sharing of listing data between participating brokers is open to interpretation. Now, some MLSs Broker Reciprocity solutions are open to controversy. The question is: Who gets the lead?

While some area MLSs serving Dallas/Fort Worth, Raleigh-Durham, and Southern California, among others, are allowing agents to put broker reciprocity listings on their Web sites (with the brokers' permission,) they are also allowing them technology solutions that enable the agent to capture the customer. After all, it may be the agent's Web site that brings in the lead, so why shouldn't they be able to reap the rewards? And doesn't the broker stand to benefit with a split that didn't cost him or her anything?

Those are questions some agents are asking who belong to boards of Realtors with MLS solutions that do not allow agents to buy or have their own Broker Reciprocity solutions unless they either frame in their broker's site, or in some cases, frame in Realtor.com.

On the surface, getting listings from the broker or Realtor.com seems reasonable. But if you are the agent doing the framing, how do you collect leads? If you are paying for your own Web site to attract business, why in the world would you want your leads to go offsite to your broker or to other agents?

Opponents say that brokers own the listings, and they have every right to use the listings as a lead generation tool for their agents. Many brokers are charging referral fees for Internet leads that turn into transactions. Broker Reciprocity then becomes a solution that benefits brokers with a fresh revenue stream by driving business to agents who either don't have their own Web sites, or want the broker to supplement their business with additional leads.

The irony of this reasoning is that many brokers are only passing their Web leads to Web-savvy agents, those who are trained in Internet marketing and communications, and have the skill set to service the leads and turn them into closed sales. Why hobble Web-savvy agents with a broker reciprocity solution that demotivates them to bring in new business to the broker?

That's a new Catch-22 that is being discussed by brokers and agents. When the MLS allows only framed solutions for brokers to pass on to their agents, the law of unintended consequences is invoked. Brokers may find that in creating a referral tool for themselves, they have increased their costs or cut down on revenue streams elsewhere:

1. Agents could no longer be incentified to spend money on the Web to bring in business

2. Brokers could find themselves with rapidly increasing costs as MLSs turn Broker Reciprocity into a revenue bonanza.

3. Brokers could find that the costs of attracting leads online is greater than they think.

Published: December 13, 2001

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Blanche Evans is the award-winning senior editor of Realty Times, the Internet's leading independent real estate news service. She is featured daily on the Realty Times Video Network in the "Realty Viewpoint" segment. Blanche has been named one of the "25 Most Influential People In Real Estate" by REALTOR Magazine, and has been twice recognized as a "notable." In 2005, she was named "Top Reporter Covering the NAR" by Delahaye-Bacon's. Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68. Order Now Review - Honors In 2006, Blanche was selected among scores of candidates to author two consumer real estate guidebooks for the National Association of Realtors: The NAR Guide to Home Buying, and The NAR Guide to Home Selling, Wiley & Sons. She is currently planning two new books for the NAR and its members.       Known for her keen insight into real estate industry issues and for her ability to make complex subjects easy to understand, Blanche is a sought-after keynote and continuing education speaker. Real estate organizations from MLSs, to brokerages, to franchisors, to associations hire her to provide up-to-the-minute analysis of real estate industry news and advice on how to improve revenues. Her passionate delivery, peppered with stinging wit, is a huge hit with audiences and fans. Don Klein, CEO Greater Nashville Association of Realtors, Blanche Evans, Richard Courtney, president 2007, GRAR "The GNAR membership meeting last week featured Blanche Evans as the keynote speaker. Her comments and insights resonated extremely well with those in attendance and we have had many requests for copies of her PowerPoint Presentation. She was a terrific part of the membership meeting and convention program!" - Don Klein, CEO Greater Nashville Association of Realtors Coverage from WSMV, Nashville - 8-14-2007 That Interview Guy - Get Inside The Head Of Today's Generation 2007 AE Institute Session - To purchase 2006 AE Institute Session - Parts 1 2 3 4 5 6 7 8 9 HouseValues Mastermind call - Parts 1 2 Blanche's fireside chat with Jeremy Conaway, HAR - Click here. To contact Blanche, email her at . For more articles by Blanche, click here.