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A Bold Statement

Local Upstart REALTOR® Prospecting Site Thinks it has what it takes to rival Canada’s nationwide MLS. Every MLS listing, coast-to-coast. It’s practically a cultural institution, and millions of people use it to peek at their neighbour’s decorating scheme, or to view photos of houses before a military house-hunting trip in Halifax.

I received an e-mail last week (unsolicited, I might add) from a company calling itself, which contained a link to a video about their service. In a nutshell, it’s a searchable database and referral service for members of the public who are looking for an agent. They fill in a form, and are “matched” (read: referred as a lead) to an agent that is, well, compatible.

I received another e-mail today (again, unsolicited) which contained an incredibly bold (and misleading, I think) statement:

For those of you who have sent us feedback we thank you, and its obvious that Realtors believe this is a great idea…but the biggest concern you all have is a good one, and that is paying for advertising that is brand new, not yet established and that has an un-certain future. We do understand this and don’t blame Realtors for having this concern, therefore we as a company want to prove to you that is here to stay, that it is going to be a huge benefit to its members business and that we promise that we will be as widely used as within 1 year.

Wow. That’s ambitious. Here’s why I am skeptical:, which ranks Internet traffic, scores as the 78th most-visited Internet site in Canada. This puts it above The Globe and Mail, Workopolis, Bank Of Montreal, and slightly below 2 other banking websites. is the first result returned on for Real Estate. purports they’ll accomplish this lofty goal through an extensive national TV, radio and print advertising campaign starting in June, making it a “household name.” I wonder if they researched this claim at all.

Even though they’ve slashed the price to join the service, I think I’ll wait and see. Show me some proof of your claim, and I’ll sign a 10-year contract!

Tim Ayres

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