The Industry Relations Podcast is now available on your favorite podcast player!
Overview
Greg calls in from CMLS in Fort Lauderdale, while Rob stays home enjoying some "joy of missing out." Greg recaps the Click-Through Conference for MLS marketing professionals, where his keynote turned into a vendor's candid pitch for how MLSs could structure and monetize vendor marketing. That leads Rob to ask why local monopolies need marketing departments at all, and the conversation widens into MLS competition, Sam DeBord's Real Estate News piece on data monetization, and the question Rob says sits under all of it: who actually owns the MLS, and what does that ownership mean?
Key Takeaways
- The Click-Through Conference brings MLS marketing and communications teams together, with sessions on plain-English messaging and AI in marketing.
- Vendors are often barred from contacting MLS members, then blamed when adoption is low.
- Greg proposes bronze, silver, and gold vendor marketing packages so vendors know exactly what they're paying for.
- Structured vendor programs could turn MLS marketing into a real revenue line.
- Rob questions why MLSs, as local monopolies, need marketing rather than member communications.
- Rob and Greg debate whether MLSs truly compete, citing Metrolist's expansion as an example.
- Sam DeBord argues that MLSs should use financial incentives to encourage complete data and should license data to AI companies.
- Rob asks what happens to the money if data monetization succeeds, given nonprofit association ownership.
- MLS shares held by associations rarely pay dividends or transfer, which limits their economic value.
- Ownership debates tend to center on board seats instead of enterprise value.
- Greg suggests alternatives like negotiated member benefits with Zillow or Homes.com.
- Cooperative models, such as REI, are one path, but members would then own the MLS, not associations.
- Rob warns MLS leaders not to assume they have unlimited time to address ownership.
- Choosing a tech platform isn't bold strategy; tackling ownership is.
Connect with Rob and Greg
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