Consumers don’t understand the MLS.
That’s a problem – and an opportunity.
- 24% of consumers have even a vague idea of what the acronym MLS means
- 25% think it means “Major League Soccer”
- 76% of consumers have “no idea” how the MLS benefits them
As an industry, we rely on the MLS every day. It’s how we monitor what’s happening across the market; how we cooperate to get sales done; how we offer compensation. We know how valuable the MLS is, even if we often take it for granted.
But here’s the thing: we can’t take it for granted any longer. The MLS is being challenged. If we want to preserve the efficient real estate market it creates, we need to educate consumers about how the MLS benefits them.
Here’s the good news: Those benefits are real and strong. And consumers understand them when they are explained in non-industry language.
Getting consumers to understand the MLS requires us to pull away our industry-speak and get to 2 powerful truths:
- The MLS provides the bedrock of information millions of people depend on to make smart real estate decisions.
- The vast majority of home sales happen by real estate brokers and agents working together on the MLS, not because of portals, websites or apps.
The MLS is how consumers, through their agent or broker, are In The Know™ about real estate. What’s for sale? How much do I offer? How much is my house worth? Brokers and agents, using the MLS, have the answers.
Agents and brokers, use these promo materials.
You’ll notice that the campaign highlights how the MLS helps you deliver benefits to buyers and sellers. This is a story about the MLS, but you are the hero. It unlocks a facet of your value you may not have thought to share before. Now you can. Let’s do this!
In The Know™ is a campaign developed by the Council of Multiple Listing Services
for the benefit of its MLS members and their agents and brokers.