‘your Listing, Your Lead’ Isn’t The Problem — Professionalism Is

It’s a story of frustration that many buyers and agents can relate to. Buyers repeatedly reaching out to listing agents to see properties, only to receive no response. Calls go unanswered, questions linger and access to homes stalled.

That frustration is real and deserves acknowledgment. Consumers should expect timely communication and professional conduct. Where the conversation becomes complicated is in the conclusion being drawn from that experience.

The implied solution is that because some listing agents fail to respond, portals are justified in redirecting buyer inquiries to other, “better trained” agents who pay for those leads. While that idea may feel practical, it raises deeper questions about ownership, accountability and who should control the consumer relationship.

Credit where it’s due: the phrase “Your Listing, Your Lead” was coined and promoted by Homes.com, a portal that has taken a notably pro-Realtor approach. Unlike pay-to-play platforms that divert inquiries to advertisers, Homes.com made a deliberate decision to route inquiries directly to the listing agent.

That position is not about entitlement or protectionism. It is about responsibility and transparency. When an agent earns a listing, that agent accepts both the benefits and the obligations that come with it — including being accessible to the marketplace.

This distinction matters because it highlights the real issue

What buyers are experiencing is not a structural failure of “Your Listing, Your Lead.” It is a service failure rooted in inconsistent professionalism and weak enforcement of standards.

A structural failure would suggest the system itself is flawed. A service failure means the framework works, but the people operating within it are not meeting expectations. Confusing the two allows poor performance to justify shifting control elsewhere.

When those obligations are not met, the structure has not failed. The performance has. The appropriate response to performance failure is accountability, not redistribution.

Consider a simple analogy: Imagine a restaurant where a customer sits down and cannot get the waiter’s attention. Service is slow, the experience frustrating, expectations unmet.

No reasonable person would conclude that the solution is to send that customer to a waiter from a different restaurant. The logical response would be to fix the service problem inside the restaurant. The customer deserves better service, but the restaurant does not lose ownership of the table.

Correct the service issue

Redirecting buyer inquiries away from the listing agent follows the opposite logic. Instead of correcting the service issue, it removes the consumer relationship and sells it to someone else. That is not accountability; it is monetizing failure.

Portals did not move away from direct listing inquiries because the concept harmed consumers. They moved away because it limited monetization. Listings are finite, while buyer inquiries can be sold repeatedly.

By reframing the issue as consumer protection, platforms positioned themselves as the solution to agent underperformance. The narrative shifted to the idea that listing agents cannot be trusted to respond, and therefore the platform should decide who represents the buyer. That transferred control from brokers and MLSs to companies whose primary incentive is selling access.

That framing resonated because it was built on real frustration. But acknowledging frustration does not require accepting a solution that creates new problems while failing to solve the original one.

What are the real solutions?

The core issue remains performance, not ownership. If listing agents are not responsive, that is unacceptable and should be addressed directly. The answer is not to auction inquiry ownership to paying agents.

The real solutions are far less glamorous, but far more effective:

• Minimum service standards
• Required response times
• Broker accountability
• MLS-enforced professionalism
• Consumer complaints tied directly to licensure

These measures focus on improving behavior rather than bypassing it. They reinforce the idea that representation is earned through competence and responsibility, not purchased through advertising budgets.

Blaming “Your Listing, Your Lead” for poor service is like blaming the steering wheel when a driver stops paying attention. The tool is not at fault; the person using it is.

Diverting listing inquiries actually harms consumers

One consequence that is often overlooked: redirecting buyer inquiries away from the listing agent can actually worsen the consumer experience. While framed as protection, lead diversion often introduces delay, confusion and misalignment at critical moments.

The listing agent typically has the most complete and accurate information about the property. When inquiries are diverted, buyers are routed to agents who may not have seen the home, do not know the seller’s motivations and lack insight into timing, availability, or offer dynamics.

In practice, lead diversion often results in:

• Slower response times, as inquiries pass through multiple parties
• Less accurate information, due to lack of property familiarity
• Missed opportunities, particularly in competitive situations
• Confusion about representation, leaving buyers unclear who actually represents them

There is also a transparency issue. Many consumers believe they are contacting the listing agent when they click an inquiry button, unaware their inquiry is being sold and rerouted. That misunderstanding alone erodes trust.

Direct connection to the listing agent provides faster answers and clearer information. When standards are enforced and professionalism is expected that connection benefits both buyers and sellers.

The problem is not who receives the inquiry. It is whether the professional receiving it is held to meaningful standards. Diverting inquiries treats the symptom while worsening the issue.

“Your Listing, Your Lead” did not fail. Professional standards failed.

Homes.com was right to emphasize ownership and accountability. The answer is not to abandon that principle, but to uphold it.

Fix the service. Enforce the standards. Don’t sell the table.

Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.

This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.

To contact the editor responsible for this piece: tracey@hwmedia.com