For anyone having come into the business in the last 5 years, this is a no brainer, but I work with a few agents that just don’t get this! My favorite part of this article is:
“You have to be everywhere potential buyers might spend time online. Furthermore, it’s critical to differentiate yourself from other agents with an online presence you control and operate.”
The key is to mix your content, across the board, folks! Social media, your website, blogs, even your presentation materials. There is no way to get around it. If you offer consumers a mix of relevant, local content and articles, they will return and who knows, they may return on a day that they are riding the fence regarding contacting an agent. Your content may push them off that fence and cause them to pick up the phone (ANOTHER key… have your contact number on everything that you post, or at least on the page or message that you are sending). Happy reading, all!
Origins of MLS Data – Never Intended for Marketing
MLS (Multiple Listing Service) publishing hasn’t always happened on the Internet. The MLS was in fact an actual book that was often paperback and printed in black-and-white. Agents anxiously anticipated the delivery of MLS books to brokerages so that they could share new listing inventory with their clients. Buyers were completely reliant on the agent to gain access to listings that matched their criteria. The books were nearly impossible to search and required agents to know listing prices to find the right houses.Residentexpert.com explains the history in great detail.
The MLS book was not meant to be a marketing vehicle. As Todd Carpenter explains in his post regarding the role of the MLS, the MLS, as outlined by the National Association of Realtors, was to support: “the orderly correlation and dissemination of listing information to participants so they may better serve the buying and selling public.”
Internet and Google Breaks Agent Hold on Listings Data
Over time, MLS books were eliminated as computer systems replaced print in the late 1990s and MLS listings data was increasingly distributed electronically. Beginning in 2000 and ending in 2002, the NAR created the IDX (Internet Data Exchange) program to enable brokers to display listings of other brokers on a website powered by search. This opened the door for listings portals like Zillow, Realtor.com and Trulia (ZRT) to build businesses by distributing listing information at scale. They were able to generate website audiences in the in the tens of millions from listings pages optimized for Google search and they monetized this traffic through paid advertising placements.
Read on… (You know how I love @AdWerx!)