Real Estate Consumers Demand Listing Accuracy

by THE WAV GROUP on March 25, 2008

Why shoot for listing accuracy?  Because real estate consumers expect it!

Just about every MLS we work with tells us that they would like to improve the quality and accuracy of their data. Historically the concerns about data accuracy were generally voiced by REALTORS® because data accuracy problems hindered their ability to do business effectively. Now with the advent of MLS consumer websites, concerns about data accuracy have been expanded to consumers as well.

For many MLSs around the country, missing photos consistently rank as one of the most prevalent problems with MLS listings. Not only does it create the potential for a subscriber to receive a fine, it significantly limits the ability to market a property.

Consumers Expect Photos on Every Real Estate Listing

In the recently released study WAV Group MLS Consumer Website Effectiveness Study, WAV Group found that consumers get extremely frustrated when a listing does not have a photo.  In fact, one respondent said:

“I don’t know why an agent should be allowed to put a listing on a website without a photo. I will never click on a listing unless it has not only one, but multiple photos for me to view”

Digital Cameras for Real Estate are a requirement now

Now that digital cameras are included in just about every cell phone and digital cameras cost as little as $29.95, it does seem like the time has come for all MLSs to require a photo before the listing can go live.

Upload photo while you’re setting up the property listing

Kudos to Mid-Florida Regional MLS in Orlando, Florida who is instituting a policy which will not allow a listing to go live until it has a photo included and joining other MLSs like the Houston Association of REALTORS®.  This is just a small part of MFRMLS’s aggressive effort to improve data accuracy. They installed data quality control software and have seen an almost 70% increase in data quality in just a few short months.

Real Estate Listing Data Quality Control Software Options

If your organization would like to investigate data quality control software, check out iCheck from http://www.imapp.com,  Marketlinx Data Checker from http://www.marketlinx.com and Listing Checker from http://www.stewart.com.

Leave a Comment

Previous post:

Next post: