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Trulia Real Estate > Market Leader > ActiveRain Real Estate Network: Great piece by Katerina Gasset. SEO is dog-eat-dog. Carve out your own niche, or else you'll be just another Page 2 search result. Then you can buy your leads back from the big boys.
The challenge isn't policing, a difficult process even for obvious violations... it's indemnification. Your MLS should have IDX terms of service in place to protect you if your IDX feed displays another agent's listings w/ stolen intellectual property or if content violates rules or law. If you don't know if they do, ask. If they don't, advise that they do.
Sorry, comparing booking an airline flight to purchasing a house just doesn't cut it with me. Buying or selling a home is way more complicated than booking a cruise, and the consequences if things go wrong are much more dire. Unless you cruise with Carnival.
Jeff referenced my Daughter/Partner Elizabeth Hotz who converts 7-11% of top level leads (forced registration). She does that by researching her leads before contacting them. Her technique is controversial because she does not call within minutes, or even days, sometimes. But her communications by phone and email are more tailored to the lead. She often knows their age, employment, family status, etc. So, she is more easily able to build rapport.