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The most valuable exposure for the homes you are marketing is through the computerized MLS database, which is possibly 50 times as important as whatever is in second place. If you have any question about this fact, do a bit of statistical analysis on how homes are sold. The answer is likely to be lurking in your own MLS database. Therefore, the information entered into the MLS computer is
critical to your success! You are
the connection between buyer and
seller and your computer literacy is one of the most important factors.
But real estate agents, like the general population, include a diverse
mix of personalities and capabilities. Some
of us are born computer nerds, and some of us will never know the difference
between a bit and a byte, or between baud and bawdy.
And some of us will never even care. If you still think that your dynamite marketing plan is
going to do the trick, you are way off base and thus you might view the MLS
data-entry job as something to finish as soon as possible.
Is it menial? Yes. But is it
critical? Yes, yes, yes! Review the MLS information for some of your recent listings.
In reviewing the listing information: ¨ Look
at the obvious items first: Accuracy of information; correct spelling; use of
English instead of "Realtor-eze" (assuming that real people read these
printouts too). ¨ Look
for optional information that is not important. This should be purged, as it serves only to dilute the
important items. ¨ Look
for information that raises negative questions: Is "new sump pump"
really a feature? Why did the old
one wear out? Overuse?
The home has a new water heater. Great,
but this raises questions about the furnace.
How old is it? And what
about the age of the roof? Could
some of this seemingly positive information be generating needless questions?
Should it be omitted? ¨ If
your MLS system requires finished square footage or map location information,
are these items entered accurately and in conformance with local custom?
A gross exaggeration of a home's size will mean that it will be seen by
the wrong set of buyers. On some MLS systems, your listing will not be found in a
“map search” if you have not entered the map coordinates correctly. ¨ Check
the Zip code. Are any local Zip
codes changing? The Zip code might
determine whether agents will find your home in their searches. In addition, the zip code might determine whether your home
gets world-wide Internet exposure on www.realtor.com. If Zip codes are in a state of flux, should you use the old
ones or the new ones? ¨ Are
your listings all priced on round numbers?
(e.g. $200,000 not $199,999) Because
the home selling market is uniquely driven by the MLS computer, a little known
advantage will be gained by pricing exactly on round numbers.
Just think about this for a moment and the importance becomes obvious. If directions and comments are to be entered, consider them
very carefully. And, how is data
entered (into data fields): Automatically by the system; selected from pick
lists; through lookup functions; or manually?
How does the data entry method impact your listing information and its
relationship to how other agents search the MLS? You will need to view the entry of each bit of information as an important decision. After you think you have perfected your MLS entry,
asks your seller to review it and comment: Two heads are better than one.
There are many, many ways to go wrong.
But you get the idea, you have to think like a computer in order to enter
the home in a manner that will maximize the number of times it issues forth in
other agents searches. And when the information does pop out of the computer, it
needs to say, "Come visit me." Like
life, there is no substitute for experience and good judgment. |
