A New Way for MLSs to look at Mobile

by Marilyn Wilson on June 13, 2014

You know the old expression, “If you can’t beat ‘em, join ‘em”? Well, MRIS has taken that to heart and created a new approach for mobile that may be worth taking a look at. Their key goal with any of their online marketing efforts is to generate leads and listing exposure for their customers.  They work hard with their site to do that and they work hard to make sure their prospecting solutions within their MLS system are effective, too. Now one of the largest MLSs in the country has added a new mobile tool to their quest to deliver high quality leads – Homesnap.   Homesnap is a unique and interesting partner for an MLS.  First, they are really good at what I preach about all the time – knowing what the CONSUMER wants. They have built a visually exciting, easy to use mobile app that consumers are eating up.  Homesnap is also very good at something that no MLSs that I know of have conquered yet – they know how to get attention on App stores. Their app ranks in the top 5 in the country – a very enviable position given the awesome competition they face there. So how do MRIS members benefit, you may wonder, from a third party app? Homesnap has agreed to send ALL of the leads in the MRIS region to MRIS members.  By partnering with Homesnap, MRIS has doubled the consumer traffic they generate on behalf of their members.  Homesnap professes to be industry-friendly, looking to work with MLSs and brokers to create a win/win situation. Now here’s the interesting news. Every MLS knows how hard it is to gain adoption for new technologies.  After just two weeks, this app is being used by over 5000 members, and delivering searches to nearly 43,000 customers. That equates to nearly 10% adoption in a very short amount of time. Now here’s an area of potential concern that some MLSs might be worried about with this model.  Homesnap is NOT being private labeled. It is being marketed in the MRIS region and throughout the country under the Homesnap brand.  Every MLS that would use this product would be offering the Homesnap app, not the XYZMLS app. This approach provides no brand-building opportunities for an organization. Some may be concerned about that; some may be relieved because it might reduce the “level the playing field” effect […]