Where Real Estate Gets Its Dirt

Listing Bits: Making Real Estate Mobile with HomeSpotter CEO Aaron Kardell

By 2009, mobile users could do a lot with smartphone apps—get directions, listen to music, take pictures, play games, even film a video. Aaron Kardell thought that you ought to be able to add ‘look for a house’ to the growing list of applications, and he founded HomeSpotter with the intention of doing just that.

Aaron grew up in rural Nebraska in a family of entrepreneurs. He started writing software programs in high school, and went on to earn a BS in computer science at Bethel University in St. Paul, Minnesota. He originated several businesses, including Altona Ed, an ed tech student information system that was acquired by Pearson School Systems in 2004.
Aaron’s first experience with location-based iPhone applications came along in 2009 when he created iGarageSale. Very shortly thereafter, a broker contacted Aaron about building an app to complement the firm’s successful lead generating website. Aaron retained intellectual property rights, and Mobile Realty Apps was born. The company rebranded as HomeSpotter in 2015, and today they have offerings for MLSs, brokers and agents. On this episode, Aaron joins Greg live from CMLS in Austin to discuss HomeSpotter’s business model, the latest capabilities around mobile listing input, and HomeSpotter’s recent launch of Boost, an automated digital marketing system with trackable ROI.

What’s Discussed: 

Aaron’s entrepreneurial family
How Aaron developed an interest in writing software programs

The genesis of HomeSpotter
– Created iGarageSale app
– Realtor asked to build app as consultant
– Retained intellectual property rights

The tactical mistakes HomeSpotter made early on
Why Aaron chose to take the native mobile route

How Aaron built a business in the 99¢ app store world
– Relied on SaaS model
– White label broker offering

HomeSpotter’s service offerings
– White label platform for brokers
– MLS member access on-the-go
– Boost (automated digital marketing with trackable ROI)

How high agent adoption in MLS markets led to the introduction of additional products
The new capabilities around mobile listing input

– Ability to edit listings (corrections, status changes)
– Update photo support capabilities

How Aaron funded HomeSpotter
– Personal capital sustained first three years
– Angel investors in Minneapolis/St. Paul

The particulars of HomeSpotter’s newest offering, Boost
– Automated system
– For agents, teams, brokers
– Creates Facebook/Instagram ads for each new listing
– Targets prospective buyers and seller
– Helps average agent be more effective with marketing

Greg’s hesitance to get into the ‘advertising business’
Why agents are willing to spend more for advertising than tools
The scalability of an app like Boost

How HomeSpotter is upselling current subscribers to try Boost

– Partnering with brokers, franchises, MLSs
– Email agent when listing added
– Brokers pay for initial week in some cases

How Aaron’s team generates ideas for new products

Cloud CMA’s deal with Tom Ferry
The pros and cons of a pay-per-listing pricing model
The difference between HomeSpotter’s free and premium versions for MLS

Resources:

Cloud CMA’s Listing Presentation Kit by Tom Ferry
Zillow’s Report on Trends in Residential Relocation

Connect with Aaron Kardell:

HomeSpotter
Aaron on LinkedIn

Industry Relations 14: ‘MLS of Choice,’ Sam DeBord and Jeff Young of RPR

Hang around the hotel bar at CMLS2017 long enough (we’re looking at you, Greg), and you will overhear conspiracy theories about ‘MLS of Choice’ somehow leading to a national MLS. The MLS community has long feared that NAR is looking to get into the MLS business, and the rhetoric ‘of choice’ raises alarm bells in the industry. What is NAR’s intent in changing MLS Policy Statements 7.42 and 7.43? Could RPR eventually evolve into a national MLS?

Today Rob and Greg dig into the ‘MLS of Choice’ debate with Sam DeBord and Jeff Young. Sam is a member of the MLS Technology and Emerging Issues Advisory Board that revised 7.42 and 7.43, and he will serve as the Vice-Chairman of MLS Policy for NAR next year. He also serves as the managing broker for Seattle Homes Group and VP of Strategic Growth for Coldwell Banker Danforth. Sam writes for a number of real estate news outlets, and he was named to SP200’s Top 20 Social Influencers and Inman’s Top 101 in Real Estate.

Jeff Young is the Chief of Operations for Realtors Property Resource (RPR), an NAR resource providing comprehensive data, powerful analytics and client-friendly reports for each of NAR’s constituencies. Jeff has been a REALTOR since 1996, serving in various NAR leadership positions including President of the Michigan Association of Realtors in 2008. (In this live recording Jeff happen to walk by as the podcast was being recorded and coaxed in to participate.)

On this episode of Industry Relations, Greg, Rob, Sam and Jeff walk through the details of ‘MLS of Choice,’ discussing how the policy change will offer greater flexibility for brokers and agents in the MLS marketplace. They explore the MLS community’s skepticism around NAR’s intent, and whether there is any merit to the theory that this new policy might eventually lead to RPR becoming a national MLS. Listen in to understand the arguments for and against ‘MLS of Choice’–tin foil hat optional.

What’s Discussed: 

The broker pain points that led to changes in MLS Policy Statements 7.42 and 7.43
The role of the MLS Technology and Emerging Issues Advisory Board
The current jurisdictional rules around MLS dues
How ‘MLS of Choice’ provides greater flexibility for brokers/agents in MLS marketplaces
Why the previous policy was endorsed
The arguments for and against ‘MLS of Choice’
Sam’s response to industry fear of NAR establishing a national MLS
The rumors that RPR could become the national MLS
Jeff’s rebuttal concerning the rumors around RPR
– RPR contracts with MLSs prevent national MLS
– RPR depends on relationships with 661 of 694 current MLSs
The confusion around ‘MLS of Choice’ as a naming convention
The concept of which MLS not if MLS
How the policy change will adversely affect MLSs that don’t provide value
CMLS’s response to the ‘MLS of Choice’ policy change

Resources:

Sam at Coldwell Banker Danforth
Realtors Property Resource
‘MLS of Choice’ Article in Inman News

Connect with Rob and Greg:

Rob’s Website
Greg’s Website

MLSListings adds MLS-Touch

MLSListings Inc. and Prospects Software Join Forces to Bring MLS-Touch App to Northern California Real Estate ProfessionalsMulti-year agreement offers unique and custom mobile functions to MLSListings professionals

“We heard from many brokers and agents that mobile apps for real estate are good, but an app with expanded functionality would be great. Charles Drouin and the MLS-Touch team understands that and they have used the input of thousands of brokers and agents from California to Montreal to build their model. They are committed to working with associations and MLSs to create a custom experience. We are proud to offer convenient features to support the more than 15,000 real estate professionals who trust us with their business,” said James Harrison, RCE, CAE, President and CEO of MLSListings Inc.

Félicitations to Charles and his team. Their persistence is inspiring. I’m big believer in giving agents more choices when it comes to the tools they use the most, like the MLS. This “front-end of choice” movement is gaining steam.

Sponsored By Paragon Connect