Broker Public Portal becomes Cribio, chooses the consumer's side

"There's a natural flow to the real estate transaction, and that is a primary goal of this project to create the online experience that consumers are seeking that matches the natural flow of the transaction. Cheatham said Cribio aims to eliminate the confusion and frustration that can occur on competing portals when consumers are steered toward business models that may not align with their needs."

"We're always going to have this balance between what the industry wants and what consumers want, and we're going to have to pick a side here if we want to build that trust, said Dan Troup, CEO of BPP. We see Cribio as picking the side of the consumer and making sure we build that trust. Troup added that the name, like other national portals, is short, easy to remember and intentionally nondescript."

Cribio aims to create an online experience that matches the natural flow of real estate transactions and eliminate confusion and frustration found on competing portals. The platform prioritizes consumer needs and chooses features that avoid steering users into referral networks or advertising-driven experiences. The name Cribio is intentionally short, nondescript, easy to spell, and meant to represent all brokers and listings. Broker Public Portal has aggregated MLS data since 2014, and continued collaboration with MLSs and brokers underpins the site’s data approach. The objective is a clear, guided, and smooth consumer experience favored by consumers, agents, and brokers.

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