mls cloud what consumers want presentation
DESCRIPTION
WAV Group partner, Marilyn Wilson shares her presentation from the MLS Cloud conference, highlighting consumer property search research and outlining best practices for real estate websites.TRANSCRIPT
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What Are Consumers Who Use Consumer- Facing Websites Saying?
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
Consumer Study with Multiple MLSs
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
¾ prefer MLSconsumer site
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
Reasons for Preferenceof MLS Sites
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
2/3 Believe MLS sites are More Accurate
“I prefer this this MLS because is it more up-to-date, however, I do like their format much better than this site. You should model your website after Trulia.”
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Take credit for “freshness”, quality
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
Why do some consumers prefer 3rd party sites
Superior Search•“Doesn't show historical sales prices for comparable properties, doesn't show properties currently under contract, doesn't have a specific area for HOA dues, doesn't show date first listed, etc.”
• “I find this site to have very accurate information, but it's not set up to make searching easy for people that are not Realtors, who know how the MLS system works.”
• “In some respects the sites like Trulia and Zillow provide more comprehensive information, like sales history, prior sales and listing prices, and the ability to perform key word searches. Sometimes they also have more photos.”
Quantity, not Quality• “This MLS site is my favorite, but whenever I visit other sites they have more properties that aren't listed here. IF the listings were comprehensive I'd never search on any other site.
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2/3 want Feedback about agentperformance
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Add More information,education, insight
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What can be learned from 3rd party sites?
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Popular features on 3rd party sites
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
Nearly ½ have Found “dead” listings
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Top 10 Ways to Increase
MLS Consumer Website
Performance
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
#1 - Best Search Experience EVER!
LEAD! LEAD! Innovate! LEAD!
• Include SOLDS – easy way to compare properties
• Ability to search by specific criteria – style, square footage, specific features, neighborhood/development
• Easy to use Map AND List Search
• Make sure words are consumer-friendly – avoid things like “MLS Region”
• Surround listings with rich data – better than non-REALTOR® sites
• Test usability with consumers, NOT Realtors®
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
#2 – Add Lifestyle Search
• Consumers find the lifestyle they want first, then find the home in their desired neighborhood
• Consumers relocating want to find neighborhoods that meet their needs before they begin their search or find an agent
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
#3 – Integrate Social Media to encourage sharing
Add the “LIKE” right to the home page
Encourage visitors to “LIKE” every part of the site – especially local market stats
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
Add ability to “Like” every listing
#3 - Encourage Consumers to share Listings via social media
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
#4 – Mobile Search –Prioritize iPads!
• Much more qualified consumers
• Ability to brand mobile search experience
• Significant way to build site awareness/traffic
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
#5 – Advertising Builds credibility
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Zillow Launches Agent Ratings
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#6 – Add Agent Ratings
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#7 – Easy to Use Market Stats
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#8 – Daily news contentShort Sale/REO Education
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#9 – Add Rentals
27 of top 100 sites are Rental Sites
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#10 – Take Credit for Listing Exposure/Leads
• Take credit for the listing exposures/leads created
• Think of it as a Lead Generation Engine, not simply a website
• Push outbound monthly reports to agent, office managers, brokers
• Help brokers understand the incremental value of MLS Consumer sites
• The “ultimate” third party site that brokers own AND control!
2011© WAV Group, Inc. All Rights Reserved Confidential www.wavgroup.com
For more information:
WAVgroup.com
805 473-9119