MLSListings

MLSListings Shares Best Practices for Public Relations

by Victor Lund on September 5, 2017

MLSListings

Public Relations is a key communication practice for leading MLSs. Silicon Valley, California-based MLSListings is leveraging Public Relations to promote the relevancy of the MLS in the best possible way. They have developed communications for the real estate trade media and the consumer media that are both having positive impact. Consumer Media Trade The real estate industry has brokers and agents who continue to invest in newspaper advertising. By and large, newspapers may not display real estate listings from the MLS unless there is a special consideration. To save brokers and agents money, MLSListings has developed an agreement with 12 BANG Bay Area newspapers that allow the newspaper to display the broker and agent contact information and listings (fair display) if the newspaper provides MLSListings with a monthly bi-line. Articles written by MLSListings CEO James Harrison or their Board of Directors President appear each month in these newspapers though the agreement. As a result, MLSListings has gotten $400,000 in media trade. MLSListings subscribers further benefit because every article points buyers and sellers to the value brokers and agents provide. Consumer Press Release MLSListings’ press release strategy has shifted from market statistics to lifestyle and is generating incredible results. For example, a snapshot from March of this year generated $120,000 in earned media advertising. It has become very difficult for Associations and MLSs to get decent exposure to their publication about market stats. For a variety of reasons, newspapers publish data from Zillow Group, CoreLogic, or RealtyTrac. This shift by media company pickups has caused MLSListings to innovate around lifestyle. Here is a sample headline that talks about foreign buyers – MLSListings Becomes the First Real Estate Platform in California to Offer Chinese Translation Silicon Valley Property Information Translated for Agents and Brokers MLSListings Compiles List of Most Affordable Bay Area Homes Silicon Valley Property Information for Homes Under $300k As MLSListings issues press releases, they not only capitalize on supporting journalists with interesting consumer stories, but also educate consumers about the MLS, working with real estate professionals, and viewing listings on MLS- powered consumer websites. MLSListings has parlayed their PR strategy into tens of thousands of consumer visits to their consumer facing website, MLSListings.com. Moreover, the press release gets published to hundreds of news wire sites driving links back to their website for improved search engine optimization. The secret behind the success at MLSListings is Myra Jolivet, the vice president […]

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California MLS Data Sharing Update

by Victor Lund on May 9, 2014

California Regional MLS and MLS Listings have reached an agreement to share MLS listing data. This is an important signal of MLS strategy in California for a number of reasons. These MLSs are planning to share data by sending data to each other for display in each other’s system and use by each other’s subscribers without the need to belong to both MLSs. Previously, CRMLS only pursued data sharing through CARETS™, a hub and spoke data share product developed by MRIS. Through this new sharing agreement with MLS Listings, CRMLS now has adopted three initiatives to create a statewide MLS system in California. The first is through mergers. The second is through their hybrid solution at allows any California REALTOR® Association to offer CRMLS service along with their current service. This hybrid solution is active between CCRMLS on the California central coast and CRMLS. The third is reciprocal data sharing where data is synchronized between cooperating MLSs as represented here with this agreement with MLS Listings. Why data share? The press release says that the data share is to promote “boundary free access to real estate data” when it refers to the largest data share in the nation – CARETS™. In areas where many MLSs share boundaries with lots of listings, a condition called Overlapping Market Disorder (OMD) exists. I am not sure if the term OMD first emanated from David Charron of MRIS – but that is the way I remember it. Where there is OMD, listings are entered into multiple systems and there are multiple dues. This drives up expenses for everyone and creates duplicate efforts to enter and manage data – not to mention how it throws off market share reports, market sales reports, property search on IDX powered websites and many other data driven business tools. Data sharing cures many of these issues. This was the reason CARETS was created in Los Angeles, but CRMLS is departing that program and effectively doing the same type of data sharing, but on an individual MLS by MLS basis. Why not support CARETS? CRMLS has notified the CARETS organization of Los Angeles area MLSs that it intends to withdraw from CARETS but enter into reciprocal data sharing agreements with any MLS in California that wants to share. The data share between these two entities is an extension of that strategy. Today, it is believed that direct data sharing is […]

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