According to the company announcement, HannaList will work as a structured early-access stage for listings within Howard Hanna’s brokerage network before the listings are transmitted to the wider market. The company said sellers might select whether to phase the introduction of their home or get in the market immediately.
Howard Hanna framed the launch as a move far from “one-size-fits-all listing direct exposure.”
“As a company we have created a great deal of imaginative methods over the years, including our 100% refund ensure on homes or our buy before your sell home loan, and we wished to use the exact same kind of creativity to sellers as they want to bring their home to market,” Hoby Hanna, president and CEO of Howard Hanna Realty Services, informed HousingWire in an exclusive interview. “Some sellers, not all sellers, wish to be able to market their home within their listing brokerage’s ecosystem while they are getting the property prepared for the public market and that is allowed our industry.”
Hanna stated he does not see HannaList as a personal listing network.
“Calling it a PLN is almost too streamlined for what we have done,” Hanna said. “Since my grandparents established this company, we have been a listing-focused company, where a seller notes their house and trusts a realty broker with their biggest monetary possession to develop a strategy and market your house, but we likewise securely believe in cooperating with others in the market. We are not the 800-pound gorilla saying that we need whatever on our site right now so we can monetize it and that is what is right for the customers. And we aren’t the other 800-pound gorilla stating that we have substantial market share wishing to hide listings so we can get more buyers. We are stating that this is a strategy sellers need to have access to if they desire it.”
The business stated it is working with local MLS partners– including MLS Now and West Penn Multi-List– to ensure the offering lines up with existing MLS policies and the local enforcement of the National Association of Realtors’ (NAR) Clear Cooperation Policy.
If a seller uses HannaList as part of their marketing plan, the property will appear on HannaList throughout the Clear Cooperation window specified by each MLS, unless the seller instructs their representative otherwise.
“We might have it on for 24 hr in one market or 72 hours in another market depending on the MLS guidelines, and we’ll push it out to drive some interest and test the cost,” Hanna said. “But some sellers may want it on there for two weeks while they get their landscaping done and they have the choice to suggest that on their listing arrangement.”
Howard Hanna stated customers, in addition to other regional brokers and representatives, can register with HannaList to view taking part stock before it is broadly marketed.
“Others are taking a look at marketing techniques like this with a mindset of ‘let’s explode the market’,” Hanna said. “Our attitude is that the market has been excellent to us and we wish to be part of it, so how do we do this within the structure?”
MLS executives, including MLS Now CEO Garry Marsoubian, stated they teamed up with Howard Hanna on the effort.
“MLS Now values development that works within developed MLS policy and supports openness for customers,” Marsoubian said in a declaration. “Howard Hanna’s technique shows how brokerages can introduce new strategies while continuing to run within Clear Cooperation and the more comprehensive MLS structure.”
HannaList is not Howard Hanna’s first effort to develop an internal listing network. In 2019, the business teamed up with RealScout to release Find It First.
In an email, a Howard Hanna spokesperson stated HannaList builds on that concept however “broadens on that technique by including Ocusell’s need intelligence and partnership with MLS partners to offer agents and sellers more control and option in how listings are introduced while continuing to run alongside MLS and public syndication practices.”