Is ‘mommy MLS’ the new face of real estate?

These days, the consumer drives advertising -- personally

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  • The mass marketing campaign doesn’t work anymore — individualized, self-directed, localized marketing is now the way to go.
  • Even if they’re in a big city, people want to feel like they are buying in a small town — it’s all about community and a unique touchpoint to which we relate.
  • Whether it’s Facebook or one of the many mommy blogs, there is a new underground “mommy multiple listing service” (MLS) being created.

Since 2008, there has been a big shift in how we market. The mass marketing campaign concept just doesn’t work anymore. Individualized, self-directed, localized marketing is now the way to go. We have Facebook, Instagram and Twitter to thank for that.

Just look at email. When email became the next big thing, remember how excited we were to hear that infamous “you’ve got mail” alert — they even made a movie about it.

That was then. Now, most of us dread checking our email because we are inundated with hundreds of emails daily. So if the sender wants us to read what was sent, we had better know the sender, or they had better have a catchy subject line.

Brokerage firms are clinging on to the old mass marketing email model with their “New listing, reduced, priced to sell” emails — and for everyone on the receiving end, they’re meaningless. I don’t know about you, but for me, mass emails are spam.

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It’s no surprise that in a world full of instant but often overwhelming and shallow communication, people are craving connection. This new communication style extends to real estate.

Rolf_52 / Shutterstock.com

Rolf_52 / Shutterstock.com

Even if they’re in a big city, people want to feel like they are buying in a small town. It’s all about community and a unique touchpoint to which we relate. This is the new, functional marketing in the world we live in today.

So what is the new face of real estate, and what does it have to do with the “mommy MLS”?

We mentioned connection is key, so let’s look at how the connection piece is missing within the real estate industry.

One reason we love social media is because we like feeling special and connected — like we’re being treated as individuals. Marketing has become humanized and community is the goal, which explains why we see so many FSBOs shared via social media.

Whether it’s Facebook or one of the many mommy blogs, there is a new underground “mommy multiple listing service” (MLS) being created.

Social media provides a perfect audience and, unlike when a home is listed with a real estate firm and thrown into the standard advertisement or flier, our community takes an interest in what we are sharing. Most times they will share with their friends and family, too.

Neighborhood blogs, Instagram and Facebook pages have become the popular posting sites for all things real estate, whether you’re looking to buy or sell a home.

This segment of sellers has grown to include sellers with a unique and creative approach. A woman in Maine sold her rustic bed-and-breakfast for a small application fee, recouping the cost of the home with thousands of interested applicants.

The woman also asked for a short essay to help her determine a deserving buyer. It’s pretty amazing when you think about it. Pay your fee and tell the best story, and who knows — you may “win” the home.

And it’s not just sellers. Buyers are also joining the mommy MLS to find their next home.

In neighborhoods where it’s difficult to find a house, FSBO sellers are posting on the neighborhood blogs and social networks such as Nextdoor.

They’re not only asking for lower commissions — they’ve completed transactions with no commissions. All thanks to these new mommy MLS communities.

We are creating a new future concerning how real estate is bought and sold. These are very exciting times, and these changes empower consumers to make choices that are best for their situation.

It’s no longer about the agent — it’s about the consumer.

Sissy Lappin is owner of Lappin Properties and co founder of ListingDoor; you can follow her on LinkedIn or Facebook.

Email Sissy Lappin.