So you just cut a sweetheart licensing deal for that sizzling, new web-based CMA application. Your subscribers have been clamoring for it for quite some time, right? Even better, part of the revenue generated from the PRO package upgrade comes back to your MLS in the form of a royalty.
Roll-out went flawlessly, the trainer was fabulous, and the on-going webinars were well attended. Everyone in your organization is congratulating each other on this new technology and what it means to the market. Now it is time to sit back and watch adoption grow. But as it turns out the adoption numbers are, frankly speaking, well below expectations – even dismal. Adoption spiked at the onset but isn’t moving upwards at any discernible pace.
The questioning begins – “What is happening here?” “What did we do wrong?” “Why can’t our subscribers adopt new technologies?” “Are we simply out-of-touch with the needs and wants of our user base?”
No single answer is right but a significant part of the problem lies in the simple sentence: “Your services aren’t top of mind”. Top-of-mind awareness (TOMA) is “when people think of you first to fulfill their product or service needs”. Related to the MLS industry, TOMA for your technology today is dominated by the primary MLS system with a much smaller awareness of all of the ancillary products & services available. Some would say it is the nature of the MLS business and will continue to be for the foreseeable future. We say you can and should change it immediately!
Building and maintaining awareness of your services does require focus and attention on messaging, communication, and marketing. A strong initial step in the right direction would be better organization and presentation of your various web applications. Organization means removing the clutter of multiple URLs, multiple bookmarks, and potentially multiple User IDs and passwords. Presentation means putting those applications in front of your users on a regularly scheduled basis. With the MLS serving as a technology and data-centric entity, we believe providing your users with a single user ID / password AND a centralized location for these applications will immediately increase awareness and drive adoption.
What is the solution?
Clareity Security’s Single Sign-On (SSO) 2.0 Web Portal is the logical choice to centralize and streamline access to all of your value-added web applications (properties) without requiring the end user to change current login behavior. The user starts directly from the portal, or from your site, or from any of the individual application sites. One initial login serves as the user’s access to all the sites without having to login again during the session. Simple, easy to use, and secure.
The Miami Association of REALTORS (MIAMI) serves as a great example of creating top of mind awareness to its members. Offering over $33,000 in premium marketing tools and services to its members, MIAMI’s Gateway powered by our SSO 2.0 Portal and protected by Scout for SAFEMLS, provides direct, secure access to these tools and services at every login. Each application has instant visibility on the main portal page.
So, if the opening scenario of dismal adoption rates on new products plays out too many times in your organization, simply ask yourself if you are creating appropriate levels of TOMA about your products and services. If the answer is no, please know we are standing ready to help you build awareness and, ultimately, your brand.
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