Dear Real Estate Agents and Brokerages,

StreetEasy is underestimating the hustle and ingenuity of NYC brokers.  Check this out:

There is a movement gaining momentum to NOT list FIRST on StreetEasy…especially within the first 7 days of a new listing.

This trend is happening much more on the rental side of things. Here’s the proof: 16,000 rental apartments – over 50% – have left StreetEasy since “mandatory posting fees” started.

So if your exclusive rental apartments are NOT being posted FIRST on StreetEasy, where are they being posted FIRST?

Chatting with hundreds of you, we know the answer:

“All over the internet”

For example, in addition to the RLS (assuming you are a REBNY/RLS member) some of you are posting your listings FIRST in these places:

  • on your company websites
  • on other consumer websites (Leasebreak, Frele, NY Times, etc.)
  • on your blogs
  • on your Instagram / Facebook accounts
  • in your email marketing campaigns.

These impressive entrepreneurial actions taken by brokers are having an impact.

BUT unfortunately at this rate, it will still be years before a critical mass of consumers “get the message”.   

However, we as an industry have a window of opportunity right now to supersize the effect:

If you are listing your apartments somewhere else FIRST, why not HIGHLIGHT these listings so consumers and agents can easily find them!


Just tag your new listings with this free “First Peek” label:

The “First Peek” label will bring extra free attention to your listing, as a listing that is NOT on a “Pay-to-Play” website (StreetEasy, Naked Apartments, etc.)

You can easily add this logo to all your new listings on Leasebreak/Frele by going on your desktop to:

Imagine how great it would be if consumers and agents could have easy access to ALL new listings that are NOT on these greedy “Pay-to-Play” websites.

I encourage all free consumer websites (yes, my competitors) to embrace this concept as well.  This is about what is right for the industry.  Principles before profits!

Let’s work together and bring integrity back to New York City Real Estate, one listing at a time!

Phil Horigan
Leasebreak: We are #1 in shorter term rentals but have everything
Frēlē: A recently launched free and honest real estate marketplace


Philip Horigan is the founder of - a leading marketplace for rentals in NYC, founded in 2013. He launched Frēlē - a more comprehensive NYC rental marketplace - in May 2018 with a 4 point pledge ( Phil has been a New York City real estate agent for 14 years working for some of the top firms in the city. He became an independent broker in early 2017 so that he can focus more on his entrepreneurial endeavors. Phil believes strongly in building businesses in an ethical and transparent way.

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