Jun. 3, 2011 – Takeaways from the MLS Cloud Twitter feed
Plenty was said during in the MLS Cloud conference twitter feed, but here was what I think are takeaways – and responses to some of what I heard:
- Bob Hale challenges MLSs to give real estate buyers/sellers what they want. 81% of consumers want agent ratings.
- Bob Hale says MLSs need to engage better with NAR on policy
- Brian Larson says via Twitter: CMLS just needs to replace NAR as the MLS policy maker
- An immersive, compelling consumer experience is important. There are the usual plugs for Apple products and Facebook. Someone suggests that MLSs help subscribers with video production
- There are still broker/franchise perception challenges regarding MLS public websites.
- I won’t digress into details here. Communications is key to project success, initially and ongoing.Taqi Rizvi (har.com) talked on day 2 about showing benefit to members: 85,553 phone leads to 9,325 distinct HAR members: average is 9.17 phone lead per member.
- Marilyn Wilson says: 2/3 of consumers believe MLS sites are more accurate than 3rd party sites and 75% of consumers prefer consumer-facing MLS sites over third party sites.
- Good stuff from Marilyn. But she also said MLSs should offer more search criteria on public sites and I disagree – the search interfaces on these sites are already more robust AND unfortunately more cluttered than more successful counterparts.
- “The 21st century will be defined by the interface.” Curt Beardsley – Move, Inc.
- In Clareity’s recent MLS Public Website study (http://www.realtown.com/clareity/blog/mlspublicwebsitestudy) we didn’t mention interface as we did in our older study on the subject. But we should have. Curt’s right, it’s still very, very important. MLS vendors get put on the spot about user interface on day two. It’s not just about presenting information, it’s about connecting to the consumer.
- Franchises and independent brokers talked about IDX policy.
- CEO panelists say, “Give consumers what they want”: Sold data, neighborhood information and lifestyle searches, ratings. School info is important. As is a way for consumers to share listings they are interested in via social media.
- I think lifestyle search is great but most of current implementations are complete bunk. Curt said he tried to make it work and failed. I think it deserves more work.
- During day 2, Curt Beardsley says: “Do you speak neighborhoods? Do you speak consumer? In the same words that consumers use?”
- Rob Hahn says: We’ve been suckered by portals (i.e. Zulia) like drug dealers…but now we have to pay.
- I think we have to recognize that no portal has more than a 6% hook. Look at the traffic stats. It’s not too late … yet.
- Rob Hahn talked about MLSs are outgunned in several ways by the portals. MLSs need to consolidate more to start to have the right resources.
- There’s no question some consolidation is needed, but in this case I think cooperation and coordination is far more important: Whatever happened to the original drive for mlscloud.com? MLS listing sites could all be linked from this site and the site could be co-marketed and become as important as any other listings portal. This site never reached its potential and efforts to cooperate have been taken off-track partially by the land grab for speculative .MLS domains. I’d suggest a re-focus on cooperation around mlscloud.com
- There’s discussion of CIVIX settlement.”You’ve got a stick of dynamite in your hand and the fuse is lit,” said Bob Hale. There’s urgency to get on board the settlement.
- Good discussion of whether sites should provide market statistics or leave that to subscribers.@Corcoran_Group: “Don’t assume the ‘consumer’ wants data… they don’t need numbers, they need insight.”
- Terradatum, 10k, RBI, Altos, RPR … lots of choices for market statistics.
- Website marketing: har.com places targeted banners on dating and wedding websites messaging “time to move into a larger homer?”Creative! @MRIS_CMO: “Trulia/Zillow have marketing budgets larger than my company’s entire budget; we’re still beating them with homesdatabase.com which drives 33% more leads to realtors than ALL other portals COMBINED.”
- Tools for connecting consumers and subscribers via the website: LeadConnect, RealPing
- MLSs can generate revenue with tasteful ads and branding using either cost per impression or sponsorships
Did I miss a key takeaway? Leave a comment!
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