The Birmingham Association of Realtors (BAR) learned some new lessons about the importance of having a service-oriented MLS provider when a torrential wind and rainstorm hit the Birmingham area a few weeks ago, leaving Realtors without access to their MLS data.

Gale-force winds sheared two-thirds of the roof off BAR's MLS building on a Friday afternoon, sending it crashing onto the parking lot and into employees' cars. A gaping hole allowed rain to drench the building's interior; by the time it let up, there were four inches of standing water in the building. Adding to the drama, the association headquarters' phones were knocked out. This left local Realtors faced with the fact that their MLS -- the lifeblood of their business and the only piece of software they use on a daily basis --was inoperable. A busy selling weekend approached - what could the Realtors do?

Acting swiftly, the MLS executives assembled a crisis team and put together a plan to move into temporary facilities. Next, they called their MLS vendor Interealty, to ensure as quickly as possible that Realtors would still have access to their vitally important MLS data.

As soon as Interealty was alerted to the crisis, its' management mapped out an emergency plan to assist the MLS and Realtors. Within hours, Interealty's Stephen Wood was flown to the scene to survey what could be done from a technology standpoint. Using Interealty's Web-based MLS system, Wood showed agents at the new temporary headquarters how they could access the information by calling in through their own Internet Service Provider. Office managers sent out all-calls to gather agents so that Wood could personally show them how to access the MLS via the Internet. He went office-to-office until all BAR members had been shown how to handle their business through the weekend and to assure that the MLS information access was running smoothly.

Interealty's level of service took some of the local Realtors by pleasant surprise. Being able to access their MLS data via the Internet, even though their MLS facility was not fully operational, was "a real eye opener for some of our members," according to Kay Ray, president of the Birmingham Area MLS. "There was little if any interruption in service to our Realtors - which is saying something considering our building didn't even have a roof," recalls Ray. "Some became believers after the storm and seeing what a powerful business tool technology and the Internet can be."

Ironically, only a few weeks before the storm struck Birmingham, Interealty President and CEO Michael Harris had invited representatives from more than 60 MLSs to discuss the importance of high-quality customer service. Concerned by the current trend by other providers to compete on cheaper prices, Harris said, "Interealty's strong commitment toward serving the customer is in contrast to the prevalent attitude of many MLS vendors looking to gain or increase their foothold in the industry by means of cheaper prices, not by delivering exceptional service."

While no service provider wishes for an emergency to prove its dedication to customers, Interealty's point that service counts couldn't have been better timed. Would BAR and its MLS have received the same level of service had they chosen to work with a bargain MLS? They are just glad they didn't have to find out.

"We received very, very good customer service and had an excellent response from Interealty - in fact, we couldn't have asked for more," said Ray.

"Our employees' response to the plight of the Birmingham Association of Realtors following the storm shows that we are serious about our commitment to quality service," Harris said.

At least Interealty has a good story to tell at the upcoming National Association of Realtors' Mid-Year Conference in Washington, DC, May 16th through 18th. "We'll be using the occasion to remind MLSs that personalized service is the heart of our company," said a spokesperson.

Published: April 25, 2001

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