I do a lot of work helping MLSs choose their next MLS technology vendor and I also work with brokers that use multiple real estate technology tools.  The one thing both sets of technology have in common is the fact that without good data the technology is worthless.  Numerous roadblocks exist today, however, on the data front that often derails the best software.  Some roadblocks come from within the MLS but some come from the technology vendors themselves.

MLS Consumer Facing websites collectively deliver millions of leads and thousands of inquiries for their subscribers every year.  In every market that I have evaluated the MLS delivers 2 to 3 times the number of inquiries that any other leading third party site does including Zillow and Trulia.  Sadly, most brokers and agents are not aware of this amazing value they receive from their MLSs.   

Years ago, when consumers searched for keywords like City Name + Real Estate, an actual real estate broker would appear in the search results. Those days are long gone for most cities in America. Unless a broker has invested richly in the goal to appear on page one, Zillow, Trulia, Realtor.com, and Homes.com dominate.

With the advent of mobile search and the consumer awareness of long tail search, the goal of SEO strategies by portals expanded to include property address.

Real estate business consulting firms wear a lot of hats. When we are hired, our goal is to serve our clients goals as master - never our own goals. It's a unique mindset. National Association of REALTORS� annual conventions are a keen reminder of this paradigm. In a single day, it was commonplace to speak strategy with technology companies; brokers; Associations of REALTORS� (National, State, Megaboard); Association governed MLS, broker governed MLS, broker owned and governed MLS. Perhaps the only oddity is that there is no example of a broker owned, Association governed MLS.

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