Right brain MLS

Picking up from last post, here are some ideas regarding how MLS applications (and IDX search engines) might nudge the decision process over toward the right brain—where the final decision is usually made anyhow.

1 Reduce the proliferation of data fields that are rarely used. Wouldn't it be interesting to see data field labels sized according to frequency of use—like the “searches” column on a website? There would be MANY fields displayed in the minimum type size and just a few done LARGE. Some would argue, why not have LOTS of data in a really big container--there are costs. Input time, memory space, processing speed and finally, if it's just sitting there, what's the benefit. Some MLS applications feature quick search pages with few fields and additional criteria pages if someone want some special feature, but the fact remains the vast majority of fields rarely are used. In the final decision, how often is information within an alphanumeric field a pivotal element? Very rarely.

2 MLS system should move away from a "one size fits all" format. The individual MLS data file for a 2 bedroom, 1 bath mid century bungalow should not be identical to that of a 5000 sqft oceanfront estate. It's just silly. There needn't be required parameters for simple vs expanded. Agents would soon figure out where the best exposure resided. Putting a 1000sqft beater rental in the expanded estate form format would draw negative attention and no listing broker wants that. In the final analysis agents are trying to get optimal consideration for their listings--the listing shown at their very best to attract a showing. That should take precedence over "one size fits all".

3 Devise a more organic approach to comparison and evaluation of individual properties. There should be a subjective “WOW” factor—current comparisons are all based on metrics. Most decisions aren't based on metrics, meaning MLS systems don't allow comparisons in the way people actually perform them. Ultimately, people make the decisions—the comparison process should be framed accordingly.

4 MLS photos technology is still locked in the 80s. Early MLS system (pre-online) allowed one photo per listing. Many system now allow unlimited photos, BUT there is no information attached to the photos except the listing number. Photos can be tagged with a variety of information, making the photos the core of the system. Most people I talk with agree that would be very cool, but suggest agents could never get up to speed on the additional effort involved to tag photos. That sort of "least common denominator" thinking is holding back a revolution in real estate data display and decision making. Much of the technology is already available in the photo album application arena. Drag and drop, labels, tabs, tags. It could be done pretty quickly---but the existing MLS firms are making a huge amount of money from the present MLS products. Even totally new MLS systems like calREDD are evolutionary, not revolutionary. Starting with a blank page potentially allowed the creation of very best system current technology is capable of, but the choice was made to do less--curious strategic thinking.

With information attached as tags to the photos you could do the following search: houses between 2000-3000sqft in Coolville with 3 car garages and half acre to 2 acre parcels--so far this is conventional search--but we want to return kitchen photos of the houses that match the search criteria. Those photos (and there might be several) would have tags identifying appliances, flooring, cabinet info, etc. Then we could compare living rooms of the same set of houses, or views, or master baths, of back yards. That's closer to what people do when they actually see the house in person. Technology is there now. Some MLS vendor are interested in photo tags, but the buy-in from agents is a concern. They'd need to take better pictures and attache the tags. I bet they could do it!

5 Integrate off site info better to allow the setting of the house to play a role in the early filtering process. The off site information should offer some idea of what it would be like to live in the house, drive to work, walk to school, go shopping, etc. The technology is there with street views, overlays, flyover mapping tools. MLS systems haven't done the mash-ups.

When you think about it, those MLS books from 25 years ago look all too much like the one page report formats of today. We're basically using electronic versions (albeit with more data fields) of forms dating back decades. It's time to bring MLS systems up to present technology. The RPR initiative from NAR and LPS seems likely to be another example of the old school approach, only on a huge scale. It's big, but the data structure remains disconnected with the psychology of the decision process.

I'll return to this topic with more detail in a later post. Next up: API and alternative front ends.