mls cloud what consumers want presentation

What Are Consumers Who Use Consumer- Facing Websites Saying?

Consumer Study with Multiple MLSs

¾ prefer MLSconsumer site

Reasons for Preferenceof MLS Sites

2/3 Believe MLS sites are More Accurate

“I prefer this this MLS because is it more up-to-date, however, I do like their format much better than this site. You should model your website after Trulia.”

Take credit for “freshness”, quality

Why do some consumers prefer 3rd party sites

Superior Search•“Doesn't show historical sales prices for comparable properties, doesn't show properties currently under contract, doesn't have a specific area for HOA dues, doesn't show date first listed, etc.”

• “I find this site to have very accurate information, but it's not set up to make searching easy for people that are not Realtors, who know how the MLS system works.”

• “In some respects the sites like Trulia and Zillow provide more comprehensive information, like sales history, prior sales and listing prices, and the ability to perform key word searches. Sometimes they also have more photos.”

Quantity, not Quality• “This MLS site is my favorite, but whenever I visit other sites they have more properties that aren't listed here. IF the listings were comprehensive I'd never search on any other site.

2/3 want Feedback about agentperformance

Add More information,education, insight

What can be learned from 3rd party sites?

Popular features on 3rd party sites

Nearly ½ have Found “dead” listings

Top 10 Ways to Increase

MLS Consumer Website

Performance

#1 - Best Search Experience EVER!

LEAD! LEAD! Innovate! LEAD!

• Include SOLDS – easy way to compare properties

• Ability to search by specific criteria – style, square footage, specific features, neighborhood/development

• Easy to use Map AND List Search

• Make sure words are consumer-friendly – avoid things like “MLS Region”

• Surround listings with rich data – better than non-REALTOR® sites

• Test usability with consumers, NOT Realtors®

#2 – Add Lifestyle Search

• Consumers find the lifestyle they want first, then find the home in their desired neighborhood

• Consumers relocating want to find neighborhoods that meet their needs before they begin their search or find an agent

#3 – Integrate Social Media to encourage sharing

Add the “LIKE” right to the home page

Encourage visitors to “LIKE” every part of the site – especially local market stats

Add ability to “Like” every listing

#3 - Encourage Consumers to share Listings via social media

#4 – Mobile Search –Prioritize iPads!

• Much more qualified consumers

• Ability to brand mobile search experience

• Significant way to build site awareness/traffic

#5 – Advertising Builds credibility

Zillow Launches Agent Ratings

#6 – Add Agent Ratings

#7 – Easy to Use Market Stats

#8 – Daily news contentShort Sale/REO Education

#9 – Add Rentals

27 of top 100 sites are Rental Sites

#10 – Take Credit for Listing Exposure/Leads

• Take credit for the listing exposures/leads created

• Think of it as a Lead Generation Engine, not simply a website

• Push outbound monthly reports to agent, office managers, brokers

• Help brokers understand the incremental value of MLS Consumer sites

• The “ultimate” third party site that brokers own AND control!

For more information:

WAVgroup.com

805 473-9119

marilyn@wavgroup.com

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