Technology

In a first, Homes.com powering MLS public-facing website

Deal gives 3,600 members of Tulsa association access to portal's marketing tools

Real estate media firm Homes.com is now powering the consumer-facing real estate search portal and website for the Greater Tulsa Association of Realtors, which operates a multiple listing service for 3,600 members in northeastern Oklahoma.

Homes.com, the fourth most popular real estate portal in the nation, began powering the national websites for franchise powerhouses Re/Max in 2006 and ERA in 2012, but this is the first MLS public-facing site built on its platform, Homes.com Director of Marketing Patty McNease told Inman.

GTAR’s members will also gain access to Homes.com’s marketing suite, allowing them to connect with consumers through both the association’s site and Homes.com. They can also set up both broker and agent profiles and utilize a variety of Homes.com’s marketing tools, including its lead management platform, drip-email system and social media prospecting tool.

“Connecting consumers to Realtors on TulsaRealtors.com without displaying competing banner advertising was a top priority, ensuring the conversation stayed focused on helping Tulsa consumers find their next home,” said Mike Cotrill, CEO of GTAR, in a statement.

Homes.com rolled out a new look for its buyer agent advertising program on Feb. 18 — the day after Zillow closed its acquisition of Trulia. Like Zillow and Trulia, Homes.com now presents a contact form with up to three buyer’s agents on listings that haven’t been “enhanced.”

Unlike Zillow, Trulia and realtor.com, Homes.com sends all inquiries about listings to the listing broker or agent regardless of whether they are advertisers.

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Homes.com, a subsidiary of Dominion Enterprises, currently receives listings directly from more than 400 MLSs. Earlier this month, it became the latest portal to sign up with the syndication “permission gateway” from real estate consulting and tech firm Clareity that gives MLSs an easy way to send their listings to participating portals.

Editor’s note: Homes.com began powering Re/Max’s national website in 2006, not in 2012 as a previous version of this story incorrectly stated.

Email Paul Hagey.