Amazingly what most homeowners and even real estate agents don't realize is that their most effective online marketing tool is almost always the local Multiple Listing Service (MLS).

The MLS system is the clearinghouse where real estate agents store data about their listings. In many markets as many as half of all sales are derived from cooperative sales, or sales in which the listing agent cooperated with another agent who brought in the buyer. In some markets even private sellers for a small fee can enter their homes into the MLS database.

Most MLS systems have two sides, a password protected site for real estate agents and an open public site. The public site can be viewed by anyone with an internet connection and generally provides basic details about listings but often withholds specific addresses. The private site on the other hand provides real estate agents with all of the available information about homes identified in a search including the address, showing instructions, and home details.

A great MLS datasheet can mean the difference between agents or buyers becoming excited about seeing a home, or fighting back a big yawn while they scroll down to the next property. It is the landing page, the place where buyers and agents must go to learn more about the details of your listing. Because of this, successful agents understand that the MLS is first and foremost a marketing vehicle for their listing, a one stop shopping environment that will provide the vast majority of showings on their sellers home. How well a home is presented in the MLS system can ultimately determine a seller's success.

Let's look at four ways to make sure your listing stands out in a sea of competition:

1. Multiple Photo's -- Most MLS systems now allow agents to place not just one, but multiple photos of their listings online. Placing a listing in the MLS system without a photo is like trying to talk someone into a blind date. It's a tough sell. But it's even harder when a buyer has the option of looking at several other listings in their price range that include multiple photos. Advanced Tip: Make sure you establish your preference for the lead or first photograph, this is important as the first photo will often be printed and handed out to buyers in the field.

2. Virtual Tours -- Most MLS systems allow an agent or seller to link a virtual tour to their listing. A virtual tour provides buyers with the ability to walk through your home while still at their own home or a real estate agents office. But not all virtual tours are created equal. A true virtual tour is more than just a slide show of photos; instead it should give buyers the freedom to explore a home room by room using "hot spots," offer an audio description of the home, and provide easy to use controls. For a great sample of a well crafted virtual tour check out visualtours.com. Advanced Tip: If you decide to use a virtual tour be sure to include the information not only in the MLS system but on all of your marketing including flyers, signs, and websites.

3. Remarks -- Most MLS systems provide agents with a section to make added remarks about a listing. While many agents look at this as only a place to rattle off showing instructions or added amenities, wise agents look at this section of the MLS data sheet as a small but powerful advertisement. It's the place where homeowners and real estate agents need to sell the sizzle, the goal being to generate enough curiosity, interest, and excitement about the home that real estate agents will be motivated to show and sell the property. Advanced Tip: Send over a copy of the MLS data sheet to your seller to read and approve.

4. Complete Data -- Nothing will frustrate an agent or buyer faster than missing or incomplete information on an MLS data sheet. Successful agents ensure that their listing data is complete and accurate to the best of their knowledge. Small details matter for instance double check:

   • Driving directions to home

   • Heating and Cooling Sources

   • School Districts

   • Tax and Insurance Information

   • Showing Instructions

   • MLS Zone (Geographic Listing Area)

   Advanced Tip: Keep a copy of all MLS changes in your file, with a date and time stamp. These records can be instrumental if an accuracy question comes up later.

Published: April 24, 2007

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Jim Remley is a speaker, author, and consultant. He is also an active real estate broker in Southern Oregon where he owns a network of six offices. Jim won the Rookie Instructor of the Year award in 2001 from Realty-U, the largest network of real estate educators in the nation. He was the winner of the 2002 Pacesetter Award, and nominated for the Real Estate Instructor of the Year Award during the first quarter of 2003. To learn more about Jim, please visit ProPerformer.com or e-mail him at .