Bright MLS and Homesnap Make Listing Ads on Google, Facebook, Instagram and Waze Ads a Snap

When an agent enters a new listing, what if he or she could instantly create ads to promote it on Facebook, Instagram, Google and even the mobile driving app Waze? If you are one of some 95,000 subscribers to Bright MLS, you now can via its newly announced integration with Homesnap, the public-facing brand of the Broker Public Portal.

List. Promote. Done.

This clever integration into the listing process is a huge time saver for agents who know the big benefits of digital advertising. Agents can select just one social or media channel or all of them, giving agents complete control of the process. Meanwhile, the simplicity means a nice boost to agent productivity as it reduces one of the great time-sucks of managing a new listing: promoting it. Bright MLS subscribers can also track and monitor the performance of these digital ads.

Bright MLS along with a few others like NorthstarMLS, MLS Listings, and other custom MLS systems have the opportunity to modify endpoint features within the listing to add/edit part of their MLS system. Bright understands the workflow of agents when managing listings. The first thing that the majority of agents want to do with their new listing or updated listing is to promote it on marketing platforms like Google Ads, Facebook, Instagram, and the increasingly popular Waze. With this new integration into Bright Listing Management, agents can perform those marketing activities within their workflow by integrating the Homesnap marketing engine directly into add/edit. They do not need to wait for changes to populate to other third party marketing systems anymore.

Direct Marketing: Get Your Hands on the Wheel

For agents, this marketing integration allows them to get listing content directly to the consumer for a significantly lower marketing cost than promotion through advertising portals like Zillow or Trulia. For Keyes, a brokerage in Southeast Florida, this style of direct marking by agents has reduced that firm's cost per lead. Mike Pappas, president and CEO of The Keyes Company, shares, "what used to cost us about $100 to $150 per lead now costs us under $10."

The benefits of agents doing direct advertising are nicely illustrated on this slide from BoomTown, a leading agent and team website, CRM, and digital marketing tool. It illustrates that portals have a higher cost per lead and lower lead volume; they sell the leads multiple times, and there is no protection from cost increases. CEO Grier Allen of BoomTown praises direct advertising strategies like this to lower cost per lead, generate more reach to consumers, fully control who sees your digital marketing, and because the leads generated by the listing agent go to the listing agent exactly like a call off of a yard sign.

As the news release states, this is the first integration of a market solution into listing management in America or Canada, but we suspect that it will not be the last.

Here's the full news release.

To view the original article, visit the WAV Group blog.