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.
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