NATIONAL NEWS

One of the most effective online marketing tools available to Real Estate professionals is the local Multiple Listing Service (MLS). However, while most agents know about this tool, many do not understand how to maximize its potential.

Joshua Fuller, a San Jose Real Estate agent, views the MLS as critical to the success of his business. “If you are selling a property, listing on the MLS means your property gets maximum marketing exposure to all other agents in the area,” he says. “If you are representing buyers, it is a valuable research tool, as you can see a list of everything that is out there. Any way you look at it, the MLS is the single most powerful tool out there.”

The MLS is a database that contains a comprehensive list of properties that are up for sale. Because it is widely used by Real Estate agents, brokers and buyers, the MLS is very useful and important for anyone selling Real Estate. The MLS allows an agent to market directly to homebuyers, as well as other agents who have buyers. It is a simple way to display important information about your listings, such as a property’s location, size, style, features, showing instructions and special offerings.

The MLS gives users the ability to easily browse through specific types of properties and homes that are stored into the system free of charge. But not all listings are created equal. Strong MLS datasheets ensure that potential buyers take notice of an advertised property. Weak datasheets have the opposite effect—buyers often bypass the boring listings and continue searching for something more exciting. Successful agents understand that the MLS is a powerful tool for attracting buyers and make every effort to present their showings in an attractive manner.

As an agent, it is up to you to create a strong datasheet. The following tips can help ensure that your listings are attractive and inviting to MLS users.

Provide Complete and Accurate Information
Providing incomplete information on an MLS datasheet is a surefire way to lose potential customers. Therefore, when posting a datasheet, be sure to include as much information as possible, including:

• Size of home and property
• Number of bedrooms and bathrooms
• Geographic listing area
• Homeowner’s information
• Information about local schools, parks, transportation, shopping,churches, etc.
• Showing instructions
• Special features

“Agents look to the MLS system to provide much more detailed information than they’ll find on a Web site or flier,” says Joshua. “From room measurements to property zoning to rental rates, listing agents should reveal as much as they can. This helps the buyers’ agents find the right properties for their clients, saving everyone time and energy.”

Use Relevant and Strong Keywords and Phrases
Most consumers start their information search by typing a set of words referred to as a “key phrase.” For example, an MLS user looking for Real Estate in San Francisco may search for “San Francisco home” or “94102 Real Estate.” To effectively showcase available properties on the MLS, it is important to identify the key phrases most often searched for by online consumers on a particular topic.

Determining the most effective key phrase to target for your listing makes it easier for users to find your listing. The more popular keywords in your title, the higher the chance it will be recognized by the search engine. Avoid generic adjectives in your title, such as “beautiful,” “great” and “attractive,” as people are not likely to search for a home using these words.

For assistance in identifying online search terms, check out Overture's Term Suggestion Tool, a search engine marketing tool that helps determine which key phrases to target. Simply type in a common search phrase like, "San Francisco Real Estate" and the tool reveals the number of times that key phrase was searched for by consumers in a given period of time. It also provides a list of similar key phrase patterns and the number of times each of them was searched. You can repeat this process, substituting the words "Real Estate” with a variety of words, including “home,” “property,” “house” and “bedrooms.”

Once you have identified your target key phrases, narrow your search down to a few key phrases. The more searches a key phrase receives, the harder it will be to get top search engine placement, so be sure to include less common key phrases. In addition, include more specific terms to target users farther along in the shopping process. For example, users farther along in their search process will be performing more specific searches, such as “San Francisco condos,” as opposed to more generic searches, such as “San Francisco Real Estate.”

One of Joshua’s personal keyword tips is to include search terms that indicate a feeling of ownership. “Words like ‘home’ and ‘cozy’ highlight the emotional aspect of the transaction and are more likely to attract buyers,” he says. “I don’t include them in the title but always try to fit them in the descriptions. Potential buyers are looking for a place they can call home and these words simply make them feel welcome.”

Include Multiple Photos and Virtual Tours
One of the top requests by MLS visitors is "Can you e-mail me more photos?" Most MLS systems give agents the ability to post multiple photos and even video tours of their listings online. Even if your descriptions are enticing, many visitors want to see photos before they decide to visit a property.

According to Joshua, most of his MLS responses include a request for more photos. “The more, the merrier when you’re shopping for a home,” he says. “By posting three or four images online, you can save time and e-mail bandwidth by not having to follow up with each visitor and send additional photos. You’re also keeping potential customers from leaving your listing to go to other listings with more information and photos.”
In conclusion, the MLS provides tremendous exposure to thousands of agents and their potential buyers. But with all the competition out there, it takes time and dedication to make your listings really shine.

Fortunately, with strong keywords, photos and property information, you can pave the path to MLS success.