For those that read our blog regularly, you know that I am a BIG fan of the MLS marketing results that ListTrac delivers in an easy-to-read weekly report. ListTrac is a key tool in helping MLSs take credit for the business generation opportunities they provide by supporting IDX, mobile apps like Homesnap, third-party syndication as well as their own prospecting delivered via the MLS system and local Consumer-facing websites. Recently, ValleyMLS added reporting on views, inquiries, saved listings and shares for Paragon and the Client Collaboration Center to its ListTrac reporting platform.
Not surprisingly, the 4000+ REALTORS® in the Huntsville, Alabama area helped generate more inquiries, shares, and saved listings than any other tool offered by a large margin through the collaborative MLS marketing technologies they regularly participate in. In just one month, Paragon generated 1458 listing inquiries, 21,053 saved listings and a whopping 672,353 listing shares.
Interestingly, while Zillow delivered over 3.1 million views, it delivered just 175 inquiries, about 1/10 as many as Valley’s Paragon system delivered. This ratio quantitatively suggests that “looky loos” make up the bulk of Zillow’s traffic.
MLSs have an opportunity to share this information in a simple monthly article to drive home the point that MLS systems, Homesnap, MLS Consumer Websites and the IDX they enable deliver SIGNIFICANT property views and generate tons of leads. Agents tend to lean on Zillow exposure in listing presentations. The truth is the MLS system and the other marketing tools they enable delivering SIGNIFICANTLY more business opportunities than third parties do.
If you would like help outlining your own marketing plan to take credit for the Marketing power of your MLS, we would love to help you tell your own compelling story to your subscribers.
I’m not surprised at the difference in numbers, but not sure what they mean, specifically. For example, you mention “listing inquiries” without being specific about what a listing inquiry is. It would be helpful to have a clarification of terms to be able to think meaningfully about what tentative conclusions might be drawn from the terms (categories) and numbers. Thanks.