HOUSINGNEWSREPORT
LEAD A RT I C LE
The Off-Market Housing Market BY PETER MILLER, STAFF WRITER
There’s a strange omission from the long list of industries vanquished, disrupted, and dismantled by the Internet. Retail chains are closing, cabs are not being hailed, and hotel rooms are going empty.
But amid the rumble and ruin of
That isn’t stopping would-be MLS
digital marketing to show homes
disrupters like REX Real Estate
directly to potential homebuyers,”
from trying.
explains Ari Sternberg, VP of Digital Marketing at REX, in a blog post. “We
“REX homes are not on the MLS and
target buyers based on their geography,
never will be,” says the company, which
demographics, preferences, and even
is active in Southern California and New
online behaviors.”
York’s Long Island. “We advertise directly to buyers on the Internet, not to brokers.
One by-product of working outside
REX homes are on Google, Zillow, Trulia,
the MLS system is that REX has a
Yahoo and other places buyers search.”
different approach to commissions.
traditional commerce, multiple listing
The company says that “on average,
services (MLS) remain remarkably
“Instead of using the MLS to advertise
impervious to disruption.
homes to agents, we use sophisticated
thanks to our 2 percent all-in fee, REX CONTINUED ON NEXT PAGE
OCTOBER 2017 | ATTOM DATA SOLUTIONS
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