MLSs have an image problem. The “death of the MLS” has been predicted so often over the years that it may be tempting to laugh off the idea of its demise. But it’s one that won’t die and became especially salient in 2013 when a group of big brokers decided it was time to issue a wake-up call to the MLSs that their subscriber dues support. Since then, multiple listing services have made some strides in addressing certain broker grievances, in part through more and more mergers meant to encourage efficiency and economies of scale as well as MLS policies favorable to brokers. But MLSs continue to face an issue common to any business and one that agents and brokers are quite familiar with: articulating their value proposition. Therefore, the national Council of MLSs (CMLS) has launched a new marketing campaign — “The Value of MLS” — to assist its 200 MLS members promote themselves to their combined more than 1.2 million subscribers. Sample CMLS ad CMLS leaders see th…
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