“You’re not the listing agent?” It’s a common question agents hear from leads who came through a listing portal, where agents who aren’t the exclusive listing agent can pay to have contacts routed to them. And responding can be a challenge, as buyers may be puzzled or feel misled when they’re surprised by who’s on the other end of the listing. Zillow Group’s StreetEasy — a New York City listing portal that recently introduced Premier Agent ads that can spark this question — has published tactics for handling the situation. The tips mark a public acknowledgment by StreetEasy that this kind of advertising, which Zillow Group says gives homebuyers the option to contact an agent acting in their best interests, can sometimes confuse buyers. Although Zillow and Trulia have featured Premier Agent advertising for years, this appears to be the first time the real estate giant has offered resources tailored to this particular lead objection. StreetEasy’s New York City dominance mea…
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