Organizations around the country are navigating the question of “what’s next?” in the real estate industry. We’ve been exploring that by reflecting on the past and examining where we stand today. One of the questions we frequently ask is:
What would you say if someone asked, “What is an MLS?”
I’m struck by how difficult this question is to answer—even for myself, someone who writes a blog and co-produces a couple of podcasts in the industry. Part of the challenge, I think, stems from the recent settlement changes; we’re still working to define and understand the evolving role of the MLS.
When I checked Wikipedia, I found the first sentence to be completely wrong:
“A multiple listing service (MLS, also multiple listing system or multiple listings service) is an organization with a suite of services that real estate brokers use to establish contractual offers of cooperation and compensation (among brokers) and accumulate and disseminate information to enable appraisals.”
“Cooperation and compensation”? Uh, yeah, no.
Sam DeBord addressed this very question in his excellent three-part series, “What Every Real Estate Professional Needs to Know About the MLS,” on Real Estate News. If you haven’t read it (or if it’s been a while), I highly recommend revisiting it. Additionally, CMLS, in partnership with 1000watt, has done a phenomenal job with their “Making the Market Work” campaign. Both are worth a read—or re-read—because they provide insightful perspectives on the MLS.
But what I’m really looking for here is something shorter—a true elevator pitch. As a copywriter, I want something punchy, something that people can visualize and “get” immediately.
Here’s my first attempt (and I hope to refine this further):
“The MLS is a professional network of real estate brokers, agents, and other professionals that help people buy and sell homes.”
Now it’s your turn—share your version in the comments!
