Top 5 Questions for MLSs in 2011

Presented by: Marilyn Wilson January 13, 2011

WAV Group
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#1 - Help Brokers Become
the “Go To” Source

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National Industry Site
Rankings

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The Realty Alliance Traffic vs. 3rd Party Sites

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Deliver Traffic not yet aligned with a
broker

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MLS-sponsored “3rd party” website
• Provide alternative to 3rd parties
you control
• Attract consumers who do not yet
know brokers
• Send consumers to broker listing
detail pages
• Push back the value of 3rd parties
• Can even sell ads if desired
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 Consumers value MLS Consumer Websites
more than other 3rd party sites

Much more valuable 51.2%

Somewhat more valuable 30.2%

Just as valuable 16.2%

Somewhat less valuable 2.1%

Much less valuable 0.3%

0% 10% 20% 30% 40% 50% 60%

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 Consumers want a neutral site

Has all Houston listings 59%

Easier to use 54%

No salesperson will call me 51%

Information is up to date 45%

Can contact listing agent 22%

Other 13%

0% 20% 40% 60% 80%

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Compare MLS Sites to Top National Sites by DMA

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Compare MLS Sites to Top National Sites by DMA

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Modify Terms and Conditions

Help educate Brokers about the “fine print” in

the terms and conditions of 3rd party
contracts
• Data Ownership
• Listing Attribution
• Re-syndication/Re-Use
• Indexing
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 Control Distribution of Listing
Content
• Eliminate Middle Man, Recapture Consumer
and put Realtor® in Front of the Transaction
• MLS allows approved 3rd parties to pull data
instead of letting it out of our control
• Use Data Control and Collective Bargaining
Power to Effectively Monetize Consumer
Interaction

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2. Deliver Pain Killers, Not
Vitamins

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 Deliver Meaningful Products
• Focus on Pain Killers, not Vitamins
• “Pick your spots”
• Is the MLS the best group to deliver the service?
• Is there a potential market efficiency, professionalism
improvement?
• Are there economies of scale to be realized?
• Do the programs help increase the value perception
of REALTORS® with consumers?
• Negotiate pricing terms with realistic adoption
expectations in mind
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3. Help REALTORS®
meet today’s consumer
needs

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Help Prepare Agents for their true
target audience
50%

45%

40% 11%

35% 20%
30%
30%

25% 29%
REALTORS®
20%
35%
Home Buyers
15%
25%
10% 12%
19%
5%
13%
0% 8%
25 - 34
35 - 44
45 - 54
55-64
65+

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 Give consumers what they are
REALLY looking for!
• Communicate with me on my terms
• Let me do my own research with
“YOUR” data
• Help me find the right agent
• Give me more transparency
• Prepare me for the craziness!
• Stay ahead of me in the transaction
• Let me work remotely
• Deliver technology seamlessly
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4. Promote Agent
Reputations online

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Zillow Launches Agent Ratings

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5. Create RAVING Fans

Compete for your

customers loyalty

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Become truly customer-centric
• Pick up the phone
• Customer-centric attitudes at every
“touch point”
• Respond to requests for
improvement
• Monitor every contact
• Find Unique methods to “connect”
• Champion change for them
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 For More Info
• Waves.wavgroup.com
• marilyn@wavgroup.com
• 805 473-9119 main

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