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MLS: Time for a Name Change?

I decided to do some research on how our local MLS systems fell asleep on the job. The situation is even worse than I thought. It appears that the controlling powers, who protect our interests, have grossly failed to protect the MLS name. Some random findings:

http://www.chicagomls.com/ is privately owned and is available for $9613.00 (Perhaps the Chicago Board of Realtors could pick it up on behalf of membership???)

http://www.losangelesmls.com/ --as well as http://www.californiamls.com/ and http://www.sanfranciscomls.com/ are privately owned by Virtual Office Realty and Bill Bastine, the "designated broker"--neither of whom appear to be licensed by the California Department of Real Estate.

http://www.coloradomls.com/ and http://www.denvermls.com/ are also privately owned and the same guys are launching http://www.usamls.com/ on Halloween, 2006.

http://www.floridamls.com/? It's nothing more than an advertising site, while http://www.orlandomls.com/ is owned by a Keller Williams agent.

Do your own research, and I suspect you will encounter similar findings. I believe the National Association of Realtors needs to develop some new protected terminology and should toss MLS and Multiple Listing Service names out the window. If Google can have their protected name turn into a recognized verb in less than seven years, our NAR should be able to do the same.

http://www.sandiegopreviews.com

Posted by Roberta Murphy - Carlsbad Real Estate North County San Diego Realtor on 10/15/2006 12:38 PM

Comments (20)

san diego mls, mls name change, nar, mls abuse, google

20 Comments on MLS: Time for a Name Change?

OCT

2006

I own EasternCTMLS.com

Our MLS is called the Eastern CT Realtor Information Service and hasn't used the term MLS for a very long time.

Linda: I have no issue with you using the NLS name. My point is that the MLS organizations we control have negligently allowed the name to be used by people who aren't even licensed (at least in California).

Realtor Information Service works, as might Realtor Listing Service because at least the Realtor® name has been vigorously protected. Hmmm....membership might also be a prerequisite for participation. Just a thought!

You are right of course! I found that most realtor organizations were way behind the technology curve and in fact, probably still are.

Interesting approach, Roberta, and would certainly be a worthwhile endeavor to change the moniker and get it trademarked. Unfortunately, that may be as difficult as changing from 'FSBO' to 'unrepresented seller'.

Unrepresented Sellers could then be called "US-ers."

I agree a name change is needed.

Where they missed the boal on this is that MLS is an abbrevaition. They did not have the foresight to protect it. We have several companies in my area that have MLS in their names, MLS.com, MLSRealty, MLSforless. I actually own the name MLSandMore.com. I have not used it yet but may some day.

I have noticed this also.

By the time NAR does something it will be too late.

I vote no confidence in timeliness for NAR.

The MLS train has already left the station.

Ironically there is recourse against a Realtor mis-using the term "MLS" via the Code of Ethics, Article 12, Not presenting a true picture in advertising but non-Realtors can use it as will for any purpose.

NARs Professional Standards Committee is working on some solutions but I'm not optimistic.

Jim: Apparently even non-licensed folks can have an "MLS" website. And neither the "designated broker" nor the "Virtual Office Realty" for the CalliforniaMLS site are licensed with the California Department of Real Estate. Perhaps it is they who need to address the issue!

OCT

2006

Roberta, ANYONE can have a website with "MLS" in it because "MLS" is a generic acronym.

NAR dropped the ball on trademarking it years ago and the opportunity is long past to do so.

Any states department of real estate can take action against a person or entity practicing without a license but not necessarily calling themselves "whateverMLS.com"

I hear you, Roberta.

www.CaliforniaMortgage.com- shopping portal

www.CaliforniaHomeLoan.com- shopping portal

www.CAhomeloan.com- shopping portal

ww.CAloan.com- whew, home to our own Scott Gormley

You would think that when "California" and "mortgage" are in the same URL it would imply that the DRE or DOC licensed them, wouldn't you?

Google Base is really going to put the MLS on edge. Anything could happen now.

The operator for CaliforniaMLS.com is out of state and is operating a referral business. Even though the "designated broker" is not licensed in California makes no difference.

Mary: I would not be surprised if Google Base puts MLS over the edge. Again, I think a new registered trademark and name is needed.

OCT

2006

It is to late for the NAR to do anything now, google will have every listing in the world in one database in no time.

Alpharetta Real Estate

OCT

2006

We need to protect one the important tools of our trade just like any other industry does. When you give away the tools of your trade no one respects you for it. Does a magician tell his secrets.

OCT

2006

MLS is also a popular acronym for Major League Soccer.

Wayne and Leanne: All the more reason for Realtors to come up with a new name and copyright/brand it!

NOV

2006

Maybe you can suggest it to the new president elect - Pat Vredevoogd-Combs, a fellow Michigander. She seems to have quite a full agenda, but also seems willing to listen to the concerns of realtors.

Deb: I think it is an urgent issue, but will be out of the country for the next couple of weeks.

Would you mind contacting Pat and seeing what can be done about re-vamping what has been known as "MLS?"

Please give me a call at 760-402-9102 after 11/17/06. Let's tackle this together!

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