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Real Estate News and Advice |
November 27, 2009 |
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 Northern Michigan Brokers Take Control of Listing Data
by Blanche Evans
Seven months ago, RE Webcom, an ISP and Web host company and OpenMLS, an XML, Web-based listings management system provider, piloted its joint-ventured Internet transaction management solution for brokers participating in RE Webcom's Northern Michigan Real Estate Network. Starting the first of April, every broker in the Traverse City, Michigan area will have access to a virtual listing management system, an alternative and parallel system to the traditional Traverse City MLS. When the system is up and running, it will be the first real test of who owns the listing data - the MLS or the broker. Traverse City brokers are already proving that possession is 9/10's of the law. Traverse City is a high-stakes real estate community. A resort town boasting the residences and second homes of some of Detroit's and Chicago's most successful CEO's, including the chairman of U.S. Robotics, Traverse City offers the finest in services. Realtors in the community are concerned with remaining competitive and with being able to communicate with customers in the medium to which they are accustomed - the Internet. They knew that their current MLS system could not meet the challenge of e-mailing listings to clients, updating Web pages and the myriad other functions that Web-savvy agents need to do business. When RE Webcom offered ISP and hosting to agents and brokers, many brokers jumped at the chance to receive turn-key Internet services for their agents at less than the cost of their Web designs and maintenance contracts. As RE Webcom founder Kevin Fowler talked to agents about their needs and added more and more solutions for them on the Web, he realized that he could serve all their data management needs with a little help. Enter OpenMLS. OpenMLS is one of the original listings management system providers. Commonly and inaccurately known as Internet MLS, OpenMLS designs data management solutions for agents, brokers, and MLS systems using the language of XML. XML is a standard that enables the deciphering of unrelated and disparate systems to communicate with each other, opening the door for Internet-based transaction management. With other service providers such as title companies, surveyors, appraisers, lenders and more getting on board, it is possible to have the real estate transaction originated, managed, updated, and brought to conclusion - on-line. Craig O'Donnell, the designated broker for Century 21 Pearson- Cook, chose to go with RE Webcom's Internet solution and is already getting interested agents onto the system. "I feel that XML is where the most latitude in handling data will be," says O'Donnell. "especially when other industries kick in. It isn't format sensitive." Although he claims he didn't have a complaint about the current MLS system, O'Donnell felt that the system" just can't take us to the next level." "A lot of boards have a contractual obligation to the MLS software providers, but in this business we have to flexible and quick. I'd rather find a private solution to our data needs," explains O'Donnell. He points out that instead of improving information delivery, many boards across the country are concentrating on re-writing their by-laws to "own the listing data." O'Donnell likes the fact that the listing information is broker-loaded. "We will be able to seamlessly communicate with any number of boards who use this language (XML.) No matter what format they are under, XML can decipher it. In the long haul, with the Internet it will make it much easier to get in line with all the other companies - title companies, underwriters, surveyors, etc. so that we can monitor the transaction." Another advantage, he adds, is that instead of inputting the information to a number of boards, the feed is one-time only. He also likes the simplicity. "It won't take much training, it is very user friendly. Our struggles have to do with teaching people how to do basic things on the computer like e-mail." "We are asserting our ownership of the data," declares O'Donnell. "We can't forget that we have a contract with our clients to work in their best interests." O'Donnell has drawn the battle lines between the past and the future. The future will feature user-friendly information systems to help agents better communicate with clients. Older information systems are more attuned to retaining proprietary control of listing information that in facilitating communication between agents and their principals. By adding the OpenMLS tool suite to his ISP services, Fowler has created a package low enough in cost and extensive enough in services to sign up over 95% of the brokers in the local MLS. "It isn't about the MLS," says Fowler. "It's about the agents and brokers. We are designing a means so that consumers can search for listings and immediately communicate with agents." "Everyone is talking about providing an Internet front end system over a client/server back end. But what are you going to do with the XML? Now we have developed desktop agent tools that act with the XML data. Agents can search for listings and e-mail them with one button, they can advertise their listings, the brokers can pull management reports. It is fully customizable." "We are working on tying in mortgage companies, title companies for an on-line transaction management solution," suggests Fowler, who is meeting with a title company next week. Fowler's goal is full desktop transaction software. Agents will be able to order title work on-line, get clients pre-approved through local lenders on-line, and more. As service providers are added, their information can be automatically updated on the agent's system with the click of a button. Agents will have e-mail notification when a service provider is added. The system will in effect become a regional MLS as Fowler integrates listing information from over four boards. With set-up fees as low as the low hundreds, and monthly fees as low as $25 per agent and $35 per broker, Fowler expects to capture the market. For the low cost, members will have a Web page complete with the transaction template, listings, area information, resume page, contact center, e-mail hosted under a choice of domain names. Agents who don't want a desktop solution can use broker computers, or floor stations, for a $10 a month access fee. In fact, the new Internet solution has the Traverse City Association of REALTORS® so spooked, it has written stern cease and desist letters to Fowler. Despite admitting that an XML Internet front end server is over two years away for its member agents, EVP Judith Lindenau is fighting to retain control of the data. Because the brokers are inputting the data into the MLS, the association feels that the MLS should manage the distribution of the data. Traverse City brokers disagree, and are choosing to distribute the data as they see fit. Click here for Reader Response Click here for more MLS Issues Published: March 24, 1999 Use of this article without permission is a violation of federal copyright laws. 
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Blanche is a renowned author of five real estate books. Her newest, Bubbles, Booms and Busts: Make Money In Any Real Estate Market, McGraw-Hill, was rave-reviewed by The New York Times. She was also selected from hundreds of real estate experts to contribute to Donald Trump's book, Trump: The Best Real Estate Advice I Ever Received: 100 Top Experts Share Their Strategies, Rutledge Hill Press, and is featured on page 68.
