We recently started working with a large Association of REALTORS to implement our Scout for SAFEMLS solution including the SAFEMLS Single Sign-On module for their various web applications. Their goals are two-fold: A) to reduce the incidence of user id sharing/abuse by their subscribers and B) to enhance the subscriber experience by consolidating the different application logins for each user behind a single-secure login. We are working with them on over 20 unique web properties available to their subscribers and the project is going well.
As we staged the new login page for their review, one of those light bulb moments hit me like the big anvil hits Wile E. Coyote. My moment was about the unbelievable value of these applications and the resulting community this creates for the association and its subscribers, all for less than $1 per day. With our newly minted SAFEMLS SSO landing page, a subscriber will have visibility to ALL integrated applications rather than just individual applications already known to him/her such as the MLXchange MLS system from CoreLogic Marketlinx.
Some of you may wonder, “What exactly is the big deal and so what?” Imagine for a second you are a REALTOR® member of this association dutifully paying the fees required for membership and MLS access. The bill for your next year’s fees shows up on your desk and you ask yourself how much value is your association actually delivering versus the direct dollar cost. With this landing page integration, our customer is consolidating and presenting the online components of its value proposition to the subscriber at each and every login.
For this association’s end users, if they need to access a public records solution integrated with their MLS data, they can start with MLXchange and utilize Realist embedded inside or simply click over to iMapp for a different view of the same data. If they need a visual tour company with integrations into the MLS data, simply click on one of the two available partner applications. If they need to pay MLS or association fees, click on the appropriate icon. The user is no longer required to authenticate multiple times, no need to remember different IDs and passwords or type separate URLs for each application. All applications are bundled under the SAFEMLS SSO landing page in a convenient, easy-to-use format. In other words, a significant portion of the association’s value delivered to the virtual doorstep of its user population.
Other direct benefits to the association, its users, and its application partners from this direct exposure are an improved more efficient workflow, increased adoption of third party products such as the previously mentioned virtual tour companies or, conversely, identification of a poorly adopted application with a resulting business decision on its longevity in the marketplace.
Last but not least, the new control of the user experience provides our customer with the ability to explore new revenue opportunities, whether through new revenue sharing based on user adoption, advertising-driven models with the new consolidated login traffic, or even providing their brokers an ability to customize and brand the association end user experience for it’s own agents. The possibilities only grow from here as the association regains control over the user experience and reasserts itself in the value chain.
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