RISMedia's Real Estate Magazine

AUG 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE August 2019 67 Make no mistake: Our industry has allowed the advertising portals to get between brokers and consum- ers. But the industry now provides every consumer a better choice by connecting them to licensed pro- fessionals who list and sell homes, not ads. By partnering with BPP with Homesnap, MLSs empower, launch and maintain the most powerful con- sumer-facing search experience that promotes and honors the listing firm and the buyer's agent without ads and advertising fees. MLSs With BPP Can Help You Succeed Momentum is on the BPP's side. So is the National Association of REALTORS® (NAR) policy. Six years ago, NAR made public-facing web- sites a basic service (http://bit.ly/ NAR-MLS), spelling out that MLSs are able to charge all members for both operation and promotion of these sites. A national MLS con- sumer site makes sense, drawing collaboration from all MLSs and brokers nationwide. Partnering with the BPP to deliver a public-facing website solution is the clear winning strategy. The Bro- ker Public Portal with Homesnap is now the second-largest MLS con- sumer website (http://bit.ly/BBP- MLS) right behind HAR.com, accord- ing to Hitwise, the nation's leading source for measuring real estate web traffic. HAR.com does an excel- lent job in Texas and for consumers looking to move to Texas. Today, HAR.com generates more local traf- fic than Zillow in Houston. But the average MLS can't com- pete against Zillow in their own city or even other ad portals, and certain- ly not for $1 per agent per month, the cost to an MLS to join the BPP with Homesnap. MLSs that build their own solution need to have vast expertise and tremendous market- ing in order to generate any meaning- ful impact in attracting consumers. Homesnap now also offers a lo- cal public-facing website solution, providing the same hub-and-spoke design that brokerages use, with Homesnap.com as the hub and indi- vidual MLS websites as the spokes. Homesnap can create a local public- facing website at no additional cost for MLSs who partner with the BPP, an example of which can be found at www.wisconsinhomes.com. How Can the BPP Help You? Every MLS in America should offer agents and brokers Homesnap and feature a download link prominently on their homepage. And every agent should invite every single client to download it. Why? • Only Homesnap supports the Fair Display Guidelines that guaran- tee that if it's your listing, it's your lead and no other agent's ads ap- pear on any of your listings. • Your brokerage gets the No. 1 mobile real estate app that con- sumers prefer, with complete co- branding. And their agents get the No. 1 mobile app for agents. • Agents get individual branding. • The BPP is owned by the indus- try—real estate brokerages and MLSs—who collaborate to de- sign the business rules to ensure that the MLS site works for the members, not against them. The question for the MLS is: Do you check a box and put up a site that really doesn't provide any real value to your agents, or do you part- ner with the BPP to deliver the most valuable resource your agent has? It's time for every MLS to fully col- laborate with the BPP to win back the consumer. If your MLS hasn't partnered with the BPP, visit broker- publicportal.com today. RE Victor Lund is a founding partner of leading industry consulting firm WAV Group (WAVGroup.com); he also serves as manager of the Broker Public Portal's LLC. Known for leveraging a vast industry per- spective, Lund helps clients see first what others see eventually. 0/6%DVLF6HUYLFH+RZ WKH%URNHU3XEOLF3RUWDO +HOSV

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