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While We're At It, Let's Bring Along Our MLS For Some Needed "Change".

By
Real Estate Broker/Owner with Southern Advantage Group Realty

The other day, I got an e-mail from my local MLS, Triangle MLS, in Raleigh.  The note stated that I was being fined $100 for a website I had that was out of compliance with the Triangle MLS rules.  The note went on to say that my website had to be "branded" with my company.

This all started a few weeks ago when, trying to maximize my listing client's exposure, I used Google's search analysis tools to find out what subjects were being searched for in my area and demographic.  The number one search being done was "Foreclosure".  No surprise there.  The next most popular was "Green" as in green homes and building.

This got me thinking...how easy is it for someone to find properties in my MLS (Triangle MLS) that are "Green".  That is, properties that are EnergyStar compliant for instance.  Turned out, it was not only hard, it was impossible.  I immediately shot off an e-mail to them (Triangle MLS) and said, "hey, how about adding a new field for EnergyStar compliance so buyers can find "Green" properties a little easier".  A few days later, and a few e-mails badgering them for a reply and they responded that they would in fact be adding the field.

Not wanting to wait, I decided to put together a simple little website we could refer folks to that would be entirely dedicated to "Green" homes, land, and building.  The idea was to feature blogs, links, and somehow listings for my area of homes that were green.  A couple of days later and we had http://www.GreenHomesandLand.net launched and started writing blogs and gathering links.

To get the property listings to show up I used my IDX Search Link provided me by the MLS and searches by three subdivisions I had researched that I knew had all "Green" homes.  And thus the MLS's reason for my $100 fine.  They say if I don't change the sight by some date I will be fined another $200.  The sight clearly states on the "Contact Us" page that this is my company.

I have no plans to either pay the fines or change the site.  I think it is time we ask our Association Memberships to join the individual members and change with us.  I wrote a post last year titled "The Market is Changing, and so should You".  It should have said..."and so should WE" (including our MLS).  I need to go ahead and finish the part 2 of this so we can discuss how we have to now take all these Web 2.0 social networking tools and start verticalizing into specialty markets.  But that's the next blog.

My point is, the market has changed.  We all have to do whatever we can and need to to do to make sure we are doing our best to market out client's properties.  For some, like me, this means creating special websites to make it easier for buyers searching for properties to find me and my listings.  My MLS needs to be assisting me in this endeavor instead of working against me with now outdated "Branding" rules.

Comments (10)

Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

Barrett,

In Maryland the branding rules are set by the Real Estate Commission, not the MLS. Violate them and you could lose your license.

Rich

Feb 15, 2009 12:52 PM
Debbie DiFonzo
Debbie DiFonzo - United Country VIP Realty, SW Missouri - Lebanon, MO
Lebanon MO and Buffalo Missouri Real Estate

I'm a little confused... did they quote the exact MLS rule that you broke? I would argue that your state regulations probably require the brokerage to be more clearly stated, but I'm not sure what your MLS rules and regs would say.

Feb 15, 2009 12:53 PM
Margaret Woda
Long & Foster Real Estate, Inc. - Crofton, MD
Maryland Real Estate & Military Relocation

I'm with Debbie and Richard on this... the MLS makes the rules?  Don't you have some government authority that's in charge?  Regardless, I do think it's important for our MLS to keep up with the industry - Truth is, they should be the leaders, but they should at least follow!

Feb 15, 2009 01:07 PM
Steven Wright
Home Real Estate - Aurora, CO
CRS - Home Real Estate - 720-989-5283

good luck getting your mls to change. let me know if you make some headway.

Feb 15, 2009 01:07 PM
Anonymous
Anonymous

Glad I don't practice in Maryland.  That's obsurd.  MLS nor the Commissions of our States are best suited to make decisions about how Realtors are maketing themselves and their client's properties on the web from a "branding" standpoint as long as we are operating withing our laws.

No wonder why sites like ActiveRain and Trulia and other third party intermediaries are overtaking our own web presence to become the more popular sites for our buyers and sellers.  They are not held to the same standards...and outdated rules.

Feb 15, 2009 01:22 PM
#5
Charles Stallions
Charles Stallions Real Estate Services - Pensacola, FL
850-476-4494 - Pensacola, Pace or Gulf Breeze, Fl.

Again I say we need a National MLS and Licensing board so we all can know what the rules are. Real Estate rules and regs are almost as complicated as IRS rules especially when you hold 4 or more.

Feb 15, 2009 01:47 PM
Teresa Smith
Coldwell Banker Premier Realty - Clarksville, AR

 

Hi Barrett,

Good luck with the MlS. I thought that your brokerage must be identified on all of your advertising per the RE Commission and/or your state authority. I do think that most MLS's take most of their rules from the state authority which is why branding is very important, especially if you are using listings from the MLS. Why not just add that info to your RE/MAX home page which should cover all of your branding issues? We haven't quite gotten into the Green aspect of housing in our area...we're just trying to get housing...lol...

Anyway, good luck. Getting those emails are never fun.

Feb 15, 2009 01:49 PM
Shane OnullGorman
Eau Claire Realty, Inc. - Eau Claire, WI
Eau Claire Wisconsin, Real Estate Agent & Realtor- Buy or Sell

I think MLS rules are going to have to evolve and change faster than ever. Its not really fair to us if they dont.

Feb 15, 2009 01:52 PM
Associate Broker Falmouth MA Cape Cod Heath Coker
https://teamcoker.robertpaul.com - Falmouth, MA
Heath Coker Berkshire Hathaway HS Robert Paul Prop

Heads up on the new MLS rules that are going into effect nationally - logins required.

Feb 16, 2009 02:07 AM
Mary McGraw
GLREA - Rockford, MI
2015: Solar Energy Is Still A Simple Machine!

Hi Barrett,

MLS rules are something I cannot speak to because as a supplier I have never been a member. I do think you make a very valid point about MLS searches including Green Properties. If the MLS's do not want to get on board I think realtors owe it to their clients to seek out green properties and advertise them.

In Michigan there have been several outreaches to the MLS - State and Local - to add green certification searches to no avail. People are looking for that yet they don't provide it. Thank you for being dedicated enough to consider "what the customer wants" and provide that service even if it puts you at risk! Too bad there are not more like you who will stand up for what they believe their industry should be doing!

Feb 16, 2009 03:22 PM