Members of Bright MLS will be able to use Homesnap’s digital advertising tool to market listings on Facebook, Google, Waze and Instagram.

Multiple listing service Bright MLS and mobile-forward home search portal Homesnap jointly announced Tuesday the launch of a multichannel digital marketing product for members of Bright MLS.

Agents using the product to market listings are able to create advertising campaigns simultaneously on Google, Facebook, Instagram and Waze. The ad interface is built-in to the “Listing Management” feature, which allows for increased efficiency, message consistency and rapid rollout to the market.

The press release states that when agents access Bright MLS’s Listing Management interface, they will be able to instantly preview professional, industry-compliant ads created specifically for their listings.

In a follow-up email to Inman, Bright MLS Chairman Jon Coile said that agents can select one, all or a combination of platforms for each campaign. Determining which platforms work best for each agent, market and listing is essential to effective digital marketing.

The Listing Management tool will also offer insight on performance, enabling users to monitor what type of content appeals to each channel’s audience. Coile also told Inman that while budgets are set at the network level, each user can see what he or she is spending.

All content is compliant while including agent contact information and headshot, listing details and brokerage name. Landing pages for each ad are included in the product, which help further gauge lead interest and offer SEO advantages.

Agents can send campaign reports for active listings to sellers, per platform.

“This tool will enable our users to dramatically maximize the impact of their listing almost instantaneously,” Coile said. “Bright MLS is completely focused on powering the individual success of our subscribers.”

Although it’s common today for customer relationship management platforms (CRMs) and real estate marketing software solutions to allow in-system Facebook advertising and publishing, Waze and Google make this product unique.

Instagram started to allow third-party publishing to its user feeds in January, and very few industry software providers have integrated that capability.

Homesnap CEO John Mazur believes the convenience of the connected ad-listing input interfaces offers users a powerful advantage.

“By allowing agents the ease and timeliness of creating a listing and running ads for that listing in the same place, we’re arming Bright MLS users with an instant, powerful tool to grow their business,” he said.

Launched in 2015, Bright MLS represents 95,000 real estate professionals in the Mid-Atlantic and is centered on ease of use, increased innovation and more comprehensive property and market data.

Homesnap works with data from more than 200 MLSs to help consumers find home information. The company states that up to 87 percent of all agents in the country have access to its property data and products. Inman reported in January that since launch, Homesnap had scheduled 500,000 agent-client meetings.

Have a technology product you would like to discuss? Email Craig Rowe

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