I literally grew up with MLS books. My relationship with them started when they were re-tasked as a booster seat by my mother. One of my most prized real estate memorabilia is an MLS book from the Greenwich Multiple Listing Service. While I don’t know if it continues to be published today, my copy is from October 27th, 2011… Yes, 2011. For the sake of this article, I’m going to assume they still publish it.
When most REALTORS® see my copy of this MLS book, their reaction is to make an immediate judgement that the Greenwich MLS is a dinosaur. I have the exact opposite opinion. While GAR serves its 1000 members online, they continue to provide services like the listing book because, quite simply, that’s what their members want. MLSs are not technology companies. They are member organizations.
My friend Bill Lublin wrote a great post this morning calling on MLS’s to adopt Google’s author tags to help identify the true owner of a real estate listing. First off, let me say that I’m 100% for this. However, being the broker of record for a listing doesn’t necessarily make you the best place for Google to send its users to.
There’s a mid-century modern home in Denver that I absolutely love. According to Trulia, the property was purchased in May of last year. The new owners are renovating the home and building an addition. They created a blog about the property to document the renovation. The house is nearing completion and I assume you’ll find a listing in the MLS before too long. If you Google the address today, you’ll find search results that include this blog and pages that portal sites like Zillow and Trulia have created for off-market property. Very few brokers have a content strategy in place to rank for off market property and because of this, are ultimately losing the SEO race. Google looks for trusted resources that provide a long history of updated information about a search term. The fact that a home is for sale is a very temporary thing. It’s important, and Google recognizes that, but those reliable trusted sources still deserve a lot of credit, and they receive it. Continue reading →
Once a fat, dated company that rested on its laurels (and a sweetheart deal with NAR), REALTOR.com® has recently reinvented themselves; they had to. Despite key competitive disadvantages, Zillow and Trulia passed RDC in unique visitors and are poised to widen the gap. Still, RDC has a lot going for it. They have the operational rights to use www.realtor.com, institutional relationships will nearly every MLS, and an awesome development team that has proved they can create user experiences that are every bit as good as the mobile and web offerings from Trulia and Zillow. To highlight some of these advantages, RDC has launched a new campaign called, “Find It First.”
I like the concept. For now, RDC’s access to the majority of MLS sourced listings can be viewed as a competitive advantage over Zillow and Trulia. They have the technology to pull a feed from most MLSs as often as every 15 minutes. In addition, RDC’s agreements with most MLSs are of the opt-out variety by default. Meaning if a broker does nothing, their listings go to RDC. The broker has the option to opt-out of syndication, but very few do. Because of these two factors, they get most MLS listings and they get them fast.