When a Brokerage Integration Isn’t An Integration

At TRIBUS, being an open platform has long been a tenet of our company.  We believe that brokerages should be able to do what they want with their own data.  That’s why we’ve long had an API and recently added a real estate data warehouse.   At TRIBUS we have over 100 native integrations, and another 1000+ integrations through our Zapier connection.

Our team works hard to cultivate the great relationships with have with our integration partners.  Katie Ragusa, VP of Product at TRIBUS, is one of our staff members that each day looks to make sure our clients get amazing value from our integrations.  She personally speaks with all of our integration partners at least quarterly to find out their roadmaps and what ways we can enhance our integrations to better our clients.  For example, we’re currently working with companies like Rezora, ActivePipe, XpressDocs, and AdWerx to not only have them be able to pull brokerage listings from our API, but also on getting back what was sent into our data warehouse.  AdWerx is reporting into our listings pages how many views / impressions each ad received.  Rezora and ActivePipe are passing back opens, clicks, and bounces.  XpressDocs is sharing back what print items were sent on a property.  These are deep integrations.

However, it’s come to our attention that the word integration in real estate has started to become watered down.  We regularly see vendors that hype their 200+ integration lists on their marketing and websites.  In actuality if you look at these lists, they encompass things like Google Analytics etc and not real native integrations.  Let’s be honest, Google Analytics as an integration means you put a piece of code on a website, and that’s it. It’s not sharing client data back and forth.  It’s not pulling listing data from our API, it’s not syncing transaction documents like our connection with dotLoop (Inman Article).  It’s just copy and pasting the Google Analytics code.

While we list those options on our website, we do not count them in our integrations numbers or put them in advertisements.  Our integrations are true integrations.  We will continue to work hard to make sure our clients get the best value from not only using our platform but also using the integration partners we are connected to.

So if you’re looking at a real estate brokerage platform, intranet, CRM, or other tools, make sure to ask the vendor – what are the levels of these integrations?  How deep is the data share?  Are they just Single Sign Ons? Are they native integrations?

CEO | Director of Strategy
With more than 17 years experience in the real estate industry, including being a Realtor and Broker / Owner, Stegemann brings a wealth of knowledge to this job as CEO of TRIBUS. He focuses his time on helping brokers enhance and expand their business and working with the TRIBUS labs team to consider what's next in real estate.
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