MLS organizations are getting more aggressive about providing point-of-listing lead generation tools for agents. From enhancing access via WAP phone for consumers and agents, to providing brokers with Internet listing sites, to e-mailing links instead of attachments, these MLSs are taking their members into the Internet age.

Do-it-yourself

Traverse Area Association of Realtors, (TAAR), Michigan

To complement the mobile nature of real estate agents, the Traverse Area Association of Realtors which serves as its own MLS, has created a way to access listings from a Web-enabled cell phone. Members can now access TAAR MLS residential real estate using either the MLS number or the property address by keying the data into the phone. "You will then get a brief property description, price, and the name and phone number of the listing agent," says Judith Lindenau, executive vice president of Traverse Area Association of Realtors.

Also planned for members and their customers is a simple search (location and price, etc.) and a 'hot sheet' function that will also be available via Web phone. "The Wireless Application Protocol should be accessible from any cell phone service which offers Internet access as a part of its package," explains Lindenau. This application was designed by TAAR staff, and written by TAAR technician, Lars Kelto, adds Lindenau.

Enabling broker reciprocity through a large third-party system

Metropolitan Regional Information Systems, Inc. (MRIS), Maryland, northern and central Virginia, Washington, DC, and parts of West Virginia and Pennsylvania

One of the largest online real estate networks for licensed agents, brokers and appraisers, MRIS serves over 28,000 real estate professionals through 24 boards of Realtors. MRIS is also one of the early facilitators of broker reciprocity, the cooperative use of Internet listings for corporate Web sites. The National Association of Realtors' Internet Data Display Policy set last year at the mid-year conference outlines all MLSs to facilitate broker reciprocated listings by January 2002.

MRIS has two services that help agents and brokers facilitate their presence on the Web, via MRIS' public Web site for consumers, Homesdatabase.com. Says spokesperson Valerie Rivers, "With the brokers' permission, we post over 50,000 listings on that site. Along with the generic site, we have a product called Active Agent which customizes the site with template Web pages for agents which are attached to the listings."

The agent has the opportunity through the use of Web page templates to enhance the listings with whatever the agent wants consumers to know, and to add specific marketing touches so that agents can market their own services. This concept takes the national listing services marketing of agents via listings and applies the same principle locally. "Agents don’t really need another Web page, says Rivers. "Active Agent is a Web site, and can be used as a stand-alone Web site that lets the consumer search listings, or it can be a link from an agent's web site if they have a developed site."

"This gives a lot of flexibility, and they have access to a control panel so they can control how it looks," adds Rivers. Like the national services, Active Agent template Web pages are available through annual subscription.

MRIS BRIDGE for brokers

On the broker side, MRIS is developing a product called The Bridge - Broker Reciprocity Internet Data Gateway Engine. "That will let brokers take their Web sites and allow consumers to go search for listings without leaving their Web site," explains Rivers. "The broker reciprocity listings will have the look and feel of the broker's Web site."

Scheduled to launch late spring 2001, The Bridge means that brokers don't have to buy parallel servers to use other brokers' MLS listings in their corporate marketing. Instead, the brokers sites are connected to a Genuity Internet backbone, where the application uses the broker's existing Web site format, menus and navigation. "It imbeds within the site a '"frame" with searching capability," explains Rivers."It can be described as a "gateway" through which the consumer can register, view property data, and then contact a Realtor for a showing appointment. When consumers search for homes on a broker site that uses the Bridge, they have access to live, up to the minute listing data from the MRIS database."

Enabling third-party vendors of choice

Southern California MLS, (SoCalMLS), southern California

Not all MLS organizations are doing the work themselves. Southern California MLS president Russ Bergeron says he feels it is his job to keep costs down for members and enable them to choose the services they want. SoCalMLS facilitates agents working with national listings services to enable broker reciprocity.

"We work with all the Internet vendors so whatever they are offering, like Homeseeker's CityNet or Realtor.com's Gateway, is available to our customers," says Bergeron. "We work with software vendors as well - whether it's Top Producer or SOAR or WyldFyre so our customers have lots of options."

"Our new MLS system (XMLSweb from HomeSeekers) has very nice e-mailing capabilities so that links (not attachments) can be sent to clients or prospective clients," says Bergeron. "The beauty of this is that if any changes are made to the listing in the MLS (status or price change for example) the current info is reflected in the customer's link.

"The e-mail also includes our member's e-card which has all contact information and additional links that the member can put on their card," says Bergeron. "It also has a ink to their other listings as well."

"We try to be the facilitator, not necessarily the driver," says Bergeron.

Published: April 3, 2001

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