Dale Ross' vision of a unified MLS system sponsored by multiple REALTOR® associations came true because one dynamic fell into place immediately. MRIS began with the advantage of size in 1993, and over the next five years as additional REALTOR® associations participated, the information systems provider grew to become the largest MLS in the country.

How does MRIS use size to advantage? In a number of ways, beginning with economy of scale.

"Our size attracts vendors who want to deal with us, and it allows us to bring technology on board faster than the associations could possibly get elsewhere," explains Ross. "Our goal is to become a technology partner to help REALTORS® advance their businesses."

"Consolidation of information and services will be the key to REALTOR® success in the future. The first step is to make information more consumer friendly."

"In the past, MLS systems weren't designed to be consumer friendly, but they were very cryptic. They used older technology, teletype devices and thermal printers. The REALTORS® could go in and get the information but it wasn't in a form that you could give to a client."

"Our approach is let's make this more friendly. We created a search where the agent can draw a line or a box on a map and look in an area, and when he or she press go, it brings up all the properties in a particular neighborhoods. The difference is, the description isn't in code. B1 is now one bedroom - it is all written out. We have a large gallery of reports that a consumer can look at and understand. These are presentation quality reports. We have the customer synopsis report that has the info about the agent and photo of the property, its location, and its detailed information. This saves the REALTORS® from having to buy a third party producer software and transcribe it into a good-looking report for the client. We have a photo gallery report that can highlight nine different properties at a time. So that is one of the big things that sets us apart from older or smaller MLS systems."

In addition to the MRIS Intranet, there will also be a public Internet site with extensive information which will debut in early fall.

Backed by software designed by GTE Enterprise Solutions suited to the criteria outlined by Ross and his creative staff, Ross was able to implement criteria that he and the design team felt would be most useful. REALTOR® members were asked individually what features they would like to see added to the system.

Another way in which MRIS is different is that they don't give five year commitments to technology. "It used to be that when you buy a product, you would have to stick with it for five years. We feel that technology moves too fast - we have to evolve with the product and the product has to evolve with us. We have only been on-line a short time and what we use today is already different than what we started with," offers Ross. "Again, size is the advantage that enables us to make changes."

Because of MRIS' size, the company attracts vendors who want to demo new products. "We are like a focus group - if we like something and it works, it can go into production."

Chief Information Officer Gregg Petch says, "What we have been able to do is give TCP/IP Internet based technology to our members. We have built a large wide-area network using this new technology which is private to our customers but it works just like the Internet."

"We can support over 2,000 dial up connections at once."

Jonathon Hill, chief administrative officer adds, "In the fall, MRIS will announce a new service - Internet access for its customers. We will be able to offer a single dial-up number that will give them access to MLS data, public records information, our Intranet, schools, market statistics, and access to the Internet." The information will access such things as 3 million tax and assessment records, 350,000 recently sold properties, 70,000 available property listings consisting of 320 data fields each with multiple photographs, mapping and other functions.

"Tied in with that," continues Ross, "we will also be able to assist our brokers to maintain their networks. If a broker has a multiple office network, we can consult with them and help them set up their network. The local brokers can actually connect their network to a local point of presence that we put together. It basically ends up a savings for the brokers. The agents will be able to connect to the network from home."

In the fall, MRIS will offer a line of IBM based PCs and notebooks that will be pre-configured with the system's proprietary software. When REALTORS® receive their systems, all they have to do is plug it in and all the software is already pre-installed. Prices will be at competitive rates.

Hill explains, "We have a large help desk organization and in reviewing the types of problems our customers most frequently had, it was in getting started with a new system. This idea takes the hassle out of getting a new computer up and running. You just plug this machine in and you can start to work immediately."

To support the ongoing changes in technology and software innovations, the company arranges training classes for its customers. "We have taught over 5,700 classes since January 1996, accounting for over 43,000 sessions," Ross points out. "The classes are for business enhancement - how to use desktop publishing, contact management software, how to build an effective Internet site, download data, make fliers, and more. We are looking at teaching Microsoft Office Suite, among other software."

Our focus will be on interactive training - distance learning. "We are looking for other delivery mechanisms that will be convenient for the customers. One way is to sign up for a course and take it at home on their own time. We can then issue a competency test and award a certificate based on the results."

What will be the long-range effect of following a leader such as MRIS? Ross responds, "I believe that MLS companies will become more technology driven. They will have to broaden their services. MRIS is already pushing that envelope."

"Change is difficult for everybody, but the technology curve is quickly becoming more critical to the bottom line," predicts Ross. "REALTORS® have to keep up with technology and it is our job to provide that service."

Click here to read Part I MRIS Grows to #1 in Size

Published: August 21, 1998

Use of this article without permission is a violation of federal copyright laws.

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