“The more we do to bring more consumers to our site and the more that we can understand about those consumers’ intent, the better we think we can package up that consumer and enable Realtors to serve them well,” Doctorow said.
“So that’ll be a real focus: Getting that rich intelligence and bringing more of them.”
Move will also leverage Opcity’s referral model to connect Realtors to consumers, according to Doctorow.
“It’s a model that provides an excellent consumer experience and, ultimately, we think can be the basis for providing much more to the consumer in partnership with the Realtor. We’ve been in the advertising and leads business for a long time. We won’t rest on our laurels. There’s ways that we’ll need to innovate and we’re beginning to do that with some testing.”
Asked about Move’s relationship with NAR, Doctorow said it was “a gift.”
“It’s an asset that we have probably underutilized, if I’m honest. We see an opportunity to continue and to deepen that partnership. We’re certainly in discussions about the specifics of how that may unfold,” he said.
Both NAR and Move are trying to serve the same customers — Realtors — and so their objectives are aligned, he added.
In the next year, realtor.com will continue to focus on bringing more consumers to the site in new ways and “to create a consumer experience that really stands out,” according to Doctorow. He cited a couple of recent examples: the launch of three automated valuation models (AVMs) and a partnership with home leaseback startup EasyKnock.
The latter is meant “to provide access to creative financing models in this time when consumers frankly need it given the liquidity situation that we’re in,” Doctorow said.
Doctorow also indicated Move would “lean into the industry much more” than it has recently.
“I believe if we take on partnership in earnest, really in discussion with Realtors, with brokers, with MLS, there’s a lot more that we can accomplish when we team up. I believe that we’ll innovate faster and frankly … produce more choice for consumers and more business for all of us,” he said.
Email Andrea V. Brambila.
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