MLS & Associations

What would real estate look like without MLSs? A lesson in branding

  • The MLS is often taken for granted, but MLSs can change that by telling their own story, making their customers feel good, and providing innovative products, according to real estate consultant Brian Boero.

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

LAS VEGAS -- Picture the logo of the U.S. Postal Service. What do you feel? "We all touch the U.S. Postal Service every single day, but if you’re like me, it’s something you either feel a mild sense of dread about or you don’t think about it at all," Brian Boero told attendees at the Council of Multiple Listing Services (CMLS) conference Thursday. Brian Boero Boero, partner at real estate brand, marketing and design agency 1000watt, noted that the USPS is something ever-present, but taken for granted -- similar to the MLS. "The MLS is taken for granted. You literally make the market work," he said. "No one truly appreciates the depth and the importance of what you do. That’s a shame." In the MLS world, software vendors tend to get a lot of credit for what MLSs do, Boero said. Agents and brokers often say, "I belong to Paragon" or "Rapattoni does that for me." "That's because the MLS has not been effective at articulating its value proposition," he said. ...