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Big listing portals are dominating mobile

Consumers underwhelmed by MLS, brokerage apps

Editor's note: This story has been updated to note that TheMLSOnline.com app is provided by a brokerage, not a multiple listing service.While the debate about who owns the listing data and whether agents and brokers should be syndicating their listings to third-party vendors rages on, there's an important element almost no one is discussing: What do consumers want? I recently interviewed Rob Hahn of HearItDirect.com. Hahn and his partner Sue Adler have been conducting in-depth consumer focus groups to uncover how buyers and sellers choose their Realtors. What makes their work especially valuable, however, is that they have used video to carefully document consumer behavior during this process. Hahn and Adler have uncovered some extremely important findings for anyone who advertises online. Forget about pay-per-click and banner ads on websites. Consumers ignore them. Instead, when consumers look for property, they use their smartphones or iPads. Rather than visiting a website...