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Commentary on real estate in Sedona and the Verde Valley of Arizona, and on industry issues large and small.

MLS Numbers Yes or No? - A Marketing Question...

By: Beth Larsen
Monday, March 26, 2007 5:24 AM

Good Morning All,

In my market it is customary to include the MLS number in all property marketing and it is the rare agent here who does not, but in working handshakes I have noticed that there are quite a few agents in other parts of our state who choose to not display it on their handshake listings.

I am curious to hear what the reasoning is? Is there some kind of marketing purpose here?

Currently unless you are working from the daily new listings e-mail it isn't possible to tell if the MLS number is just missing or if they elected not to display it. Certainly it does not apply to some listings (in our area there are no rentals in our MLS for instance, and it may be true with some builders depending on what's happening in the market though now most are back in the MLS here with the strong seller's market over).

Where I hesitate to approve listings without MLS numbers is when I suspect they are FSBOs or possibly invalid or expired listings.

Help me out here. Are there good reasons to withhold the MLS number?

Interested to hear your replies, Thanks!

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Comments

Mary Welch
Member Since '04

Mary Welch said:

Hey Beth, I personally don't bother to put my MLS numbers on my Point 2 listings because I feel my website is more of a public area and the public couldn't use the MLS numbers anyway.

I have not had calls from other association agents about listings on my website since they see them first on MLS.

The only agents who use my website are those that are not in the MLS, so the number does nothing for them. I do fax them an MLS sheet if they are showing my listings though.

March 26, 2007 8:02 AM
Carmen and Jeff Bills
Member Since '07

Carmen and Jeff Bills said:

I always include the MLS # in all marketing efforts. It just makes it easier for another agent to find it, if one if their clients has interest.

March 26, 2007 8:14 AM
Mary Matero
Member Since '06

Mary Matero said:

Mary,

I block any listings that don't display the MLS number.  If someone calls on one of the handshake listings displayed on my site, the MLS number is the best way to search for the listing they are talking about.  Before giving out any information I will confirm that what is displayed is current.  If they are not in my MLS, I can confirm through the Florida IDX.  (My county has 3 MLS boards and I'm just a member of 2 of them.) If I can see what interests them and if the listing is expired, at least then I can let them know of similar properties that are available.

If someone already has an agent and just happens across one of my listings I want to be sure it is easy enough for that agent to get the information they need to sell it.  In this market I'm not as concerned about "double dipping" as I am about having listings not being sold.

Mary

http://www.VolusiaHomeFinder.com

March 26, 2007 8:26 AM
Carol and Steve Coldwell Banker Parker Realty
Member Since '05

Carol and Steve Coldwell Banker Parker Realty said:

I don't understand why people don't include the MLS.  Mary, if someone does a handshake with you and then someone finds a listing of yours on someone else's site...then the agent will have to call you to get that number.  It just seems like a lot of work when it takes two seconds to add it.  I do it more for the agents than the clients.  I realize someone else may sell my listing before me, and anything I can do to make that easier..I will do.

Carol

March 26, 2007 8:44 AM
Nick Coleman
Member Since '06

Nick Coleman said:

I agree with Mary ... MLS Numbers should be listed.

In fact, I would say that P2P shouldn't allow the listing without the MLS numbers displayed ... or, at least accessible to members ... to be included in the handshake.  It is of absolutely no use to have a handshaked listing show on my site, unless I can access it via the MLS -- to check the status and the confidential (i.e. not general public) info.  And, to make sure it isn't a FSBO.

And, it is silly of the agent to not but the MLS number there.  After all, our allow our listings to be shared because it increases the exposure and potential of a sale.  So, I want to provide the other agent as much info as possible.

March 26, 2007 8:46 AM
Egen Warner CBR, CRS,e-PRO
Member Since '06

Egen Warner CBR, CRS,e-PRO said:

I was under the impression that if there was no MLS number that it was not Eligible for Handshake.

Am I mistaken?

March 26, 2007 9:02 AM
Beth Larsen
Member Since '05

Beth Larsen said:

Hello All.

You may be interested to know that, in my area at least, consumers often call with the MLS numbers of properties they are interested in that they have seen in the paper or magazines. They are more sophisticated than we sometimes realize.

Just this last Saturday I had a couple come to town that I had e-mailed listings to. He had created a spreadsheet of the listings with their comments. The listings were identified not by address but by MLS number.

I personally find it frustrating to have to take extra steps to verify a listing. I mean, I'm GOING to find it anyway, so why not make it easy, folks?

But I still wonder why so many aren't including it? Are they trying to force consumers to contact them directly? Or is there another reason I'm just missing?

March 26, 2007 9:05 AM
Cathy  Clark
Member Since '06

Cathy Clark said:

I always include the MLS # primarily for other Agents.  But I've also found that Clients will call me on properties of interest and it's certainly much easier for me to track down another Agent's listing if the Client has the MLS #.

My humble opinion!

March 26, 2007 9:07 AM
Gary Smith
Member Since '04

Gary Smith said:

Cathy,

Good point, customers are already conditioned to give MLS numbers

I block each individual listing that does not have an MLS number when I search through recently listings.

1. Might be FSBO

2. Easier to find when someone calls with MLS

3. Not able to verify compensation is offered (not how much, IF any offered)

From

March 26, 2007 9:25 AM
Martha Kelley
Member Since '05

Martha Kelley said:

Hi Beth,

I always use the MLS #'s.  I also know that if you google the number, it will pull up information....sometimes they are handshakes from my site!  Thank you!  If you want to sell those listings, make sure it has ALL the information.

Martha

March 26, 2007 9:33 AM
Mary Welch
Member Since '04

Mary Welch said:

If I were in a bigger area and didn't typically sell my own listings, I could see the need for the mls number on my website.

I could count on one hand the number of times I have any other agency coop on my listings.  There is one other agent who works my area who is on mls and he knows how quickly it is to find Harper, Ks listings. It is not hard at all. There are alot of listings in this area by agents that are not on any mls and have limited info on their website, but we tend to sell our own listings. It just works out that way, some will coop, others think an exclusive listing means only they can sell it, you have no idea what I have to work with here :)

It would be great to have clients refer to my mls number, but they typically don't know the street address and will call it "the old so and so place". Welcome to my world, I never seem to know "old so and so". "You, know, the blue house behind my aunt Jennie", "she has lived there for years". Oh sure, I can go right to that?

MLS numbers mean nothing in this area. This is an area whose mls is 3 signs in the yard,,you have no idea---I hope this kinda sorta explains. I live in another world.

March 26, 2007 9:34 AM
Beth Larsen
Member Since '05

Beth Larsen said:

Now that, Mary Welch, makes sense. Real estate is SO local!

You are funny! I can just picture trying to find stuff with those kind of directions!

March 26, 2007 10:06 AM
Cathy  Clark
Member Since '06

Cathy Clark said:

Wow, Martha!

I never realized that!  I just googled a sample mls # with just the number and "MLS" in front and came right to my P2 site!

That, alone, is a good reason to include MLS#'s and use it as part of your marketing. "Here's your MLS#, Mr/Ms Seller. Just Google it and you'll find it."

March 26, 2007 10:13 AM
Remax  Gallery
Member Since '04

Remax Gallery said:

Hi Beth,

I use MLS #'s too. It's the best way for my buyers to identify the property when sending them listings or even with a phone call inquiring about a home. The MLS #'s make it much easier to pull up the home. Not to mention it's quicker.

Here are Point2's requirements regarding Non MLS listings.

Handshake will accommodate Non-MLS listings in the following way:

- Must be represented by a licensed real estate professional

- Co-Broke fee must be specified

- Co-broke fee must be specified for non-mls listings

- Opt available for non-mls listings

- Handshake rules over the co-broke fee (ie. accept only listings that have > x % or dollar value)

Non-MLS listings that meet the above criteria will be able to be syndicated by licensed real estate professionals.

March 26, 2007 11:44 AM
Laurie Skinkle
Member Since '06

Laurie Skinkle said:

I can totally relate to the directionality of the country ways.  I have owned my house for 6 years and someone else owned it for 3 years before me but it will forever be known as the Vosburg's house next to the old doctor's place.  I have given up trying to direct people in the normal fashion and just use the old names when ever speaking to a local person.

I understand what you mean about the micro market but you have to consider that there are people moving INTO the area too.  I for one do not like it when there are no MLS numbers.  We need to be able to find any listing anyone is inquiring about and we need to do it quick.  PLEASE put them in.

March 26, 2007 12:59 PM
Mary Welch
Member Since '04

Mary Welch said:

I will tonight, I love the idea of the mls numbers showing up on google. SOLD! Won't help my local area but worth it to always add something, maybe my PI score will go up too...?

March 26, 2007 1:02 PM
Ronda Kaufman
Member Since '06

Ronda Kaufman said:

I just tried it and it took me to my brokers website. It was the only thing it pulled up. Did I do something wrong. MLS# ******?

March 26, 2007 1:15 PM
Gail Fritz
Member Since '06

Gail Fritz said:

Ronda -

I think it has something to do with your broker.  My former broker has everything in their name.  What used to be JaneDoeSells.com on all the search engines now is overwritten by MyBrokerageCompany.com - never use to be that way! Another good reason why I left!

(Names were changed to protect the innocent. LOL!)

March 26, 2007 5:16 PM
Ronda Kaufman
Member Since '06

Ronda Kaufman said:

Thanks Gail. Thats probably what the problem was.

March 27, 2007 6:41 AM
Rick  Belben
Member Since '06

Rick Belben said:

The goal is to get the home sold. The more info you provide the better for all parties concerned.

I put the MLS numbers on all my listings - it just makes things easier.

March 28, 2007 3:34 PM

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