Move over, Zillow. Scoot on down, Broker Public Portal. My Florida Regional MLS (MFRMLS) is revamping its consumer site with a feature no third-party portal yet delivers: a tool that helps buyers scope out homes based on true cost of living -- beyond just mortgage payments. By giving its user interface a facelift and adding a predictive analytics tool from tech company TLCengine, the multiple listing service hopes to not only attract consumers to its site, but encourage them to stay and contact the MLS's agent subscribers, thereby fostering more agent business. Merri Jo Cowen Serving 48,000 real estate agents and brokers in central and southwest Florida, the Sunshine State's largest MLS teamed up with strategic marketing firm August Partners and TLCengine to complete the overhaul. Donning fresh URL State27Homes.com and mobile optimization, the site will go live in early-to-mid January. "With the TLCengine, that’s just something you don’t find anywhere else. I...
- One of the largest MLS's in the country, My Florida Regional MLS, will launch a revamped consumer site in January with the aim of delivering leads to its agents.
- The site will feature a tool found on no other public site: a predictive analytics-powered affordability calculator from TLCengine that considers a home's "true lifestyle cost."
- MFRMLS has not yet decided whether it will join the Broker Public Portal, a project to create the first nationwide MLS consumer site.
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