Yesterday Dale Ross, CEO of RPR, wrote a blog post named “The Future?“. The fact he used a question mark isn’t surprising.
Mr. Ross is a bit perplexed on why many MLS providers have not chosen RPR or continue to use their competitors for what he calls “short-term gains.” He references a widely distributed blog post written by Kim Prior of OnBoard Informatics, called “MLSs Taking Control of Destiny – a Plea, an Observation, a Call to Arms“. (Sound the trumpets!) Her post is a bit naive but does lay out challenges many industries face including the MLS.
When RPR launched Mr. Ross stated their plan was to have RPR break-even in 3 years. It’s been a bumpy road since then as many MLS providers challenged their value proposition. In his post Mr. Ross repeated RPR’s value proposition as this:
“What RPR seeks to offer NAR members is REALTOR® control of property data, analytics and valuations. At the core of the RPR system, the licensed data provided to the MLSs by brokers is aggregated with the additional licensed parcel-centric data. RPR then seeks to return valuable tools to REALTORS® designed to bring national and local information as well as agent and broker support systems directly where they are needed the most, at market level to benefit the consumers, but provided by REALTORS® to reinforce REALTOR® value. “
The linchpin to this strategy is how “valuable” the tools RPR is providing. In a recent blog post Brian Larson asks many MLS providers to consider this before resigning with RPR. Reports have suggested that usage of RPR’s toolset are very, very low even by 3rd party software standards. Recently RPR has refocused efforts to improve this.
I’ve been creating and selling software solutions for REALTORS since 1992 and feel your pain. Based on that here a some suggestions for RPR to consider.
1. Stop complaining. NAR has committed 20 million dollars to you and ponied up another 12 million to buy assets to get you started. Add to that you also have a rock star team that includes Marty, Mona, Reggie, Ohan, Kristen and others. Nobody gives a shit about your problems, implement.
2. Don’t be greedy. I still think that sharing future revenues from MLS data with MLS providers is the right thing to do. Look at it this way, I bet you CoreLogic paid 100 times more towards the CIVIX settlement than RPR and still was able to share revenue back to the MLS via its data deals. In that situation who’s the better “industry partner”?
3. Make a product agents love. This is the hard part. But, I guarantee you if the RPR toolset was something agents actually loved all these barriers with MLS providers would disappear overnight. But so far, other than NAR cronies, I’ve never really hear that agents really LOVE RPR’s tools.
4. It’s NOT the data stupid. Data, data, data is all I ever hear from RPR. It should be User Experience, User Experience, User Experience! I’ve had a few off the record conversations with trainers at MLS providers tasked to train on RPR. The feedback has been the same, it’s “too complicated”, it does “too much”. So how about introducing a stripped down version that offers less flexibility but gives the agents something quick and easy. Your data means dick if nobody can figure out how to get at it or how to use it.
5. If you can’t beat ’em, join ’em. It would be interesting to see what Zillow, Realtor.com, Trulia, and other industry 3rd party software developers could do with RPR data. Hell, Zillow is swimming in money since their IPO. How about striking a deal with them for an API to RPR data? Get them, and others, addicted to RPR data.
You’re welcome. : )
