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MLS: The Best Under-Used Marketing Vehicle We Have

Most people's largest investment is the home they own and live in. Why, then, do so many real estate agents put as little information as possible on their listings in the MLS? The MLS is the first place we, as real estate professionals, turn to when we're searching for homes for a buyer. With all the technology and how-to guides available to us, why do so many agents only enter the minimum amount of information required to get a listing on the MLS? Rarely does more information get added after the listing has been entered into the MLS. Are these agents lazy or is it that they use this as a tactic to "double-dip"? For sellers who may be reading this, "double-dip" is agent-speak for agents who get both sides of the deal - the listing and sale, though not necessarily via the most professional or ethical means. That, in and of itself, would take a whole other blog post.

Below are "before and after" examples of the same listing. It is a listing that I had a while back and for demonstration purposes only, I decided to initially enter the minimum information required by our local MLS in order to get a listing on the MLS. After initially entering the listing this way, I immediately printed out 3 of the most popular "report views" used by agents. Within a few minutes of entering the listing with the minimum information required, I went back in and this time entered all the listing information I typically include with all my listings, then printed out the same 3 report views so that I would have "before and after" examples. As you can see from the images below, there is a considerable difference between the different samples as far as marketing goes. In all 3 examples the one on the left has a great deal of white space, whereas the one on the right is full of information and photos.

Now ask yourself: "If I were selling my home, which type of real estate agent would I choose?"

This is just one aspect that separates the wanna-be's from the true professionals.

Listing report view 1 Listing report view 2 listing report view 3

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Posted by South Florida Real Estate • Leanne Paynter on 09/22/2006 11:30 AM

Comments (36)

mls, listings, marketing, professionalism, listing agents, ethics, doubledip

Post is included in group: MLS Issues

36 Comments on MLS: The Best Under-Used Marketing Vehicle We Have

SEP

2006

The problem is that Sellers do not know how their real estate professional is going to feature their home in MLS. Only other local real estate agents know that a home is in MLS with 1 photo, no room dimensions, limited details, etc.

So many real estate agent have other people input their listings, and these other people never even previewed the home. It's just pure laziness.

You are so right, Sheri! Too often, if and when sellers see their listings... it's on Realtor.com or an IDX website -- none of which show the true MLS print-out that agents see. This is just one of my pet peeves about the MLS because it can be so much more useful and valuable than it already is.

Oh, how a picture is worth a thousand words. I'll take option number 3 any day of the week!

Scott

Scott, I hear you! The more photos, the better! I only wish more agents put more than one photo (or even just one photo) in each of their listings. Even if the interior does not look so great, then take photos of the exterior, the view, the neighborhood... anything is better than no photos!

Not only will this make the listing agent look good, but I think, even more importantly is how the property itself will look.

With the advent of IDX and public mls access through the web, the buyers will prefer the properties that have very detailed information and as many photos you can squeeze on the page.

I almost laugh when I see online listings with no information or pictures. Don't the agents know that taking 2 extra minutes can mean a much higher success rate?? They're just shooting themselves in the foot!

More expireds for me! :)

This is SO true. I see listings in our MLS all of the time without a picture, missing or incorrect information, etc. It's so sad, and like others have said - the sellers do not KNOW.

I agree the MLS is something everyone of us pays for. why not put all the information that we can it makes it so much easier on all of us

Whenever we input a new listing, we send the seller a package with print-outs from all 4 MLSs, (We are in an area with 4 overlapping MLSs -- arrgh!) in addition to print-outs from all the internet classified sites, such as Craigslist.

Often the sellers will call with some feed back, such as "let's add the term 'established gardens' " which is fine, I'm always open to suggestions that will make the ad copy sound even better.

And no, I wouldn't dream of inputting a listing without several photos!

I alwaysmake it a point to send my sellers the listing so they know exactly what they are getting.

I agree...usually one picture and a bad one at that...take as many as you can and switch them up once in awhile.

I was e-mailed a very nice flyer today - a house listed in the 600K range, priced very well, on a gulf access lake, etc. but guess what? Half of the inside photos were taken in the dark....nice...thanks for those photos...I'd be so proud to call you my agent...GRRR.

Well at least you can see what the house will look like at midnight when you are going to bed & turn off all the lights....right?

SEP

2006

Here in Minnesota MLS is a brand and we have rules on how we can use it on our web sites and promotional materials. --- I recently posted an AR piece about pictures, many listings have no pictures and often other data is missing too. A missed opportunity!

Drives me crazy. I know it sounds weird to be an agent that doesn't like to talk on the phone, but I don't. I prefer getting as much info as possible in order before I have to make a call.

The MLS is the same way. Tell me everything!

SEP

2006

Susan: I know what you mean about the dark photos. Sometimes they're so dark that you can't even make out what the photo is supposed to be of. Even if agents don't want to learn all the bells & whistles of a photo editing program, they should at least learn how to lighten the photo when necessary, or at least go back and re-take the photos during the day with all the lamps turned on.

Teresa: I would love nothing more than for our board to require at least one photo of every listing and to make more fields be required fields.

Robert: We would ALL save time if listing agents put more information in their listings.

The bottom line is that the MLS is only as valuable and useful to us as we (as a group) make it.

You are so right! It's your one chance to "shine" for your seller. If I can't see the picture or there isn't at least one---and the information isn't correct or completed I move on. There are over 40,000 listings in our county.

Jay and LInnea Hanley

BUYERS AGENTS WANT INFO!

Another view is I am a buyers agent and I am hunting down properties for my buyers. If the listing agent doesn't put in the vital information I am looking for, I will not see that listing on my search, and it could meet the buyers needs.......but we will never know.

SEP

2006

I always seek feedback from my sellers on their listing...it makes them feel valued. I'm usually suspect of agents who don't enter much info. When inventory is high they will certainly get fewer showings.

Michelle: I know what you mean. As an example, our MLS does not currently have the "design2" field as a required one -- this is where (among other things) you state whether it's a 1- or 2-story home. Some buyers are only interested in 1-story homes but if you perform and save a search for them, any agents that left this field blank are doing their sellers a disservice because their listing will not show up in the search results. I'm trying to get this to be a required field.

Keith: When I see listings with minimal information, I tend to think one of two things... either they are lazy or they are trying to increase their chances of being able to "double-dip" by concentrating on their own marketing efforts outside the MLS. Neither scenario is good for the seller.

SEP

2006

L-A-Z-Y

Rich Jacobson, www.KitsapLife.com

Excellent post! Very funny. "Seller Sez Sell" is my favorite..

Rich: You crack me up! I tend to agree with you... I think it's almost always because the listing agent is lazy. If sellers only knew how this negatively impacts them... but unfortunately, as others have said here -- they generally aren't aware of the disservice being done to them by these lazy agents.

Scott: Yeah... "seller sez sell" always makes me think "duh!" but then again, I think they figure this is just another way to say "seller is motivated" without the potential liability that can accompany that phrase.

SEP

2006

Your blog entry was very interesting. I am a realtor specializing in <a href="http://localtampabayrealtors.com"> Tampa Bay Florida Real Estate </a>.

I think a good link to the virtual tour is also helpful.

Absolutely, Christine... a virtual tour is almost always helpful (unless the photos are too dark -- something I've seen on a few). Just please be sure to put the link of the "generic-skinned" version of the virtual tour in the MLS, otherwise I'm not likely to provide my buyers with the link and then what's the point (?) -- unless you only want the agent to see it.

OCT

2006

I couldn't agree more. Something as simple as using the spellcheck feature is often not done. Hello? Is it any wonder why people don't consider us professional?

ome agents arent even able to emai properly- most dont even have a website!

the most recent laugh I got from a misspell was this:
Priced Better than any Hoes in the Neighborhood!"
Not kidding- it was on a flyer in the sellers home!!

Hey- isnt that the Jupiter lighthouse ????
I was born and raised in Jupiter!

Isnt it amazing the lack of detail in what some agents do for their clients? Aweful. I do my best to (sccurately) fill out the entire MLS form. Details. Details. Details.

OCT

2006

Option 3 is the one, but why not ad link for cyber tour too. Virtually everyone has web access, and most do at work. Would rather see the pics early enough to know if i want to visit that home that i might buy.

Too often in our industry, and most, in which people do the minimum effort to get by...says alot about society, but it is great for those of us who do pay attention to details and the "little things" because the make big results in the end.

Oh my goodness! You are so on the right track! I am amazed at the stuff I see posted in the MLS. And we wonder why we have such a bad reputation!

OCT

2006

It's true in our Atlanta market too. There are so many homes with one picture and almost 0 information. I mean come on people, take a few minutes for your client and dress up your listing. Even if it is a bank.

Canton Real Estate

NOV

2006

Leanne,

I totally agree with you, and like others, I'll take option 3 every time as well. I just never understand why agents go to the trouble of taking a listing, inputting SOME of the info in the MLS, and then never finishing it. One or even ZERO photos, no remarks or something really silly that in no way causes someone to want to show or see that particular house.

I've found myself wondering silently if there wasn't some way sellers could be let in on how poorly their property is being, OR NOT, represented by their chosen listing agent - at least being presented poorly in the MLS. I oftentimes wonder if they realize that this is how it's showing up on the internet, too, since so many MLS's around the country feed listings into various portals, and with IDX & VOW, it also shows up on tons of agents websites like that, too.

Ann Cummings

JAN

2007

MLS Boards should require a photo.

FEB

2007

I missed this thread before - great post - it is really dissapointing to see how little information most agent provde on the MLS -- the most powerful marketing tool selling real estate!

I hope your clients appreciate your efforts to market their property - between your MLS entries, your web presence, and your experience!!!

Kudos to you

I missed this thread before - great post - it is really dissapointing to see how little information most agent provde on the MLS -- the most powerful marketing tool selling real estate!

I hope your clients appreciate your efforts to market their property - between your MLS entries, your web presence, and your experience!!!

Kudos to you

MAR

2007

I now that a lot of agents in my area could really take the extra 5 minutes to add detail to the listing. We have agents who don't even put pictures up! Every one of my clients has wanted to see a picture of the house before they drive way the heck out somewhere in order to see the house!

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