Earlier today, Benedict Evans wrote on the topic of Search, Discovery, and Marketing. Particularly if you are a broker or franchises who thinks constantly about syndication & marketing your firm’s listings, you should read it.

I wanted to pull this quote out:

where do you want to be hard to find? Do you want to be one of a million listings in Google or the app stores, or do you want to be one of ten or 100 listings in a carefully curated selection – but where that selection is one of a million listings in Google or the app store?

Think about that in the context of listings.

I would personally always favor being one of 10 or 100 listings in a highly curated selection.

I still believe the future of search is you.

What does that mean for syndication? I don’t have the answer, but maybe you do. Regardless, it’s worth thinking about if you’re playing the long game.