Brokers Need to Maintain Branding in the MLS Systems

MLSs solved a long-term problem for brokers and agents many years ago. Given that they had the property data in the MLS already, they enabled brokers and agents to create property flyers and other marketing materials from the MLS system.

These systems are becoming more powerful tools that support the needs of most agents and brokers for flyer marketing or the like. There are literally hundreds of report layouts in an MLS system. At NAR Midyear, Rapattoni launched a new version of their custom report writer.

Basically, the Rapattoni custom report writer allows a user to either choose a layout template or create a custom template. The software comes with dozens of common templates for the types of property marketing and property reporting that are most used. The MLS has a report writing tool that allows them to create and save templates for the entire membership. Historically, these reports were somewhat generic and did not allow for agent or broker branding.

The feature that I really like is the broker and office template builder. Brokers have often complained that their broker branding can't be structured or customized in some MLS systems. Today, Rapattoni now allows the broker to have their own branded marketing templates and reports. This allows the agent or team to select a broker template that already has the broker's style guide – correct logo, correct colors, correct fonts, etc. It saves the agent a lot of time. Offices of the brokerage inherit the templates from their broker but are also able to save those templates at the office level. That allows the templates to be branded to the office and, most importantly, the office address. When agents use their office templates, their agent branding and contact information is automatically applied. Agents simply pick a template, like a single listing flyer, select a property, and the agent and broker branded flyer is done in two clicks.

This article is a recognition that MLS tech providers like Rapattoni are making regular investments to make key components of their MLS system better. Too often, MLS vendors are criticized for not being innovative and progressive. However, when we really dig in, plenty of innovation is happening in MLS systems, but most are not leveraged correctly by brokers or agents. Users need to always continue learning about MLS system enhancements and attend classes to learn the depths of functionality.

If you are a broker, you are missing an opportunity for branding if you are not branding broker templates in your MLS. Like it or not, agents create reports in the MLS because they are in the MLS, and the MLS makes it easy. Even if you have something better, you need to manage your brand in the MLS system. If the agent uses the print-out from the MLS to work with a client, it should not look like the basic MLS report that every other agent in the MLS uses. It needs to be personalized and needs to look like your brand.

When I saw the announcement from Rapattoni, I notified our brokerage clients of the new functionality and encouraged them to go in and brand the reports. One client told me that she is not too hot on the idea because it would encourage her agents to use those reports rather than the premium service that the broker provides. I understand her perspective, but it begs the question: What is worse? Is it worse to have an agent use an unbranded report from time to time because it is conveniently located in the MLS – AKA, do nothing? Or is it worse to occasionally have an agent use a somewhat lesser quality, but uniformly branded report? My vote is to do the branding even if your broker offers an alternative service you deem superior.

In a wider frame, brokers need to stay connected to the MLS system that the agents use. There is too much risk to the brokerage and its brand to ignore the MLS service offerings. Like it or not, the MLS is many times the most frequently used application in an agent's workflow. The MLS cannot be ignored. Besides, you may find some golden nuggets that can make your business better.

Here is some more information about the new Rapattoni feature to flesh out the capabilities. Hit the links below:

• Video Tutorials for Custom Report Writer
• Rapattoni MLS Tips & Tricks: Custom Report Writer