Connect with us

Real Estate Technology

New mega MLS is crystallizing, smashing borders

(BROKERAGE NEWS) Bright MLS is the biggest MLS merger to date, and would consolidate four states of realtors into one listing service.

Published

on

So bright they need shades

The MLS is evolving. There are 850 MLSs in the country. Every one of them have different fees, jargon, and acronyms, making it hard for Realtors to work across MLS borders even if clients are moving to a neighboring area. With online listing portals like Trulia and Zillow, who offer parts of the MLS to everyone at no cost and with better search tools and property information, brokers are at a disadvantage.

bar
7 MLS organizations, including TREND and MRIS, have joined together to smash borders and combine listings in New Jersey, Pennsylvania, Virginia, Maryland, and Washington DC. This initiative, called MLS Evolved, puts 10 percent of North Eastern realtors under one roof. The new massive listing service is named Bright MLS, to ensure its future is just that.

Better together

“The pace of technology is growing past the capabilities of the current MLS infrastructure across America,” TREND and MRIS wrote in a paper last fall describing their merger. “This has created discord between brokerage firms and the general MLS establishment that is deeply rooted in outdated territorial cultures and practices.”

This move could strengthen real estate in that region and put brokers back in charge.

When consumers search for homes online, they are not limited by standard MLS boundaries, and realtors should be able to accommodate an out of MLS search. With fewer MLSs, larger groups of realtors get the same information, speak the same language, and play by the same rules.

However, MLSs aren’t technology companies, and real tech companies are outdoing them at every turn. But by consolidating, MLSs can beef up their tech to provide realtors with every amenity consumers have on offer. Otherwise, realtors and their search tools will become obsolete. Some would argue that they already have.

The snags

Realtors against this consolidation argue that real estate is a neighborhood business. They are each well-versed in the unique climate of their home turf. If home seekers want to look at a home in another state, that realtor may not be as helpful, and they would likely refer their client to someone else in that region.

A broader network may not be as beneficial to many local brokers, who tend to buy and sell all within the same region.

Where support comes from

That said, many leading organizations believe consolidation is one of the only ways to keep real estate agents well-fed. They note that fear of change may be driving dissenters most of all.
However, many are enthusiastic about the merger. Real estate consulting firm WAV Group is cheerleading this North Eastern merger vocally, but groups from around the country have been backing mergers like this one for the past few years.

“MLS Evolved is one of the most impressive initiatives in America,” WAV Group writes on their site. “It is a shining example of how organizations can place self-interest to the side and have an open and transparent business discussion and critical evaluation of the future of our industry.”

Setting the precedent

Bright MLS is the biggest MLS merger to date, and would consolidate four states of realtors into one listing service. Their efforts may lay the ground work for other consolidation efforts across the country. Realtors have to decide for themselves whether this is good or bad — all eyes will be on Bright MLS moving forward.

In the meantime, MLS Evolved is eager to transition realtors into their new network and are excited to provide more information in January. Check out the MLS Evolved website for more information on the merger, including the in-depth benefits of an MLS consolidation.

#BrightMLS

C. L. Brenton is a staff writer at The American Genius. She loves writing about all things, she’s even won some contests doing it! For everything C. L. check out her website

Real Estate Technology

Should digital assistants have empathy? Big investors say yes

(REAL ESTATE TECHNOLOGY) Bonding with your digital assistant might be more likely than you expect with ElliQ. The rising numbers of AI assistants have created unique interactions.

Published

on

ElliQ assistant

It sounds crazy to think that you could form an actual bond with something like Siri or Alexa, but actually, humans are pretty dang good at forming emotional connections to machines. For instance, a Canadian company threw an entire retirement party for five mail delivery bots. People will use Roombas as a substitute for companionship, not unlike a cat or dog. Humans just seem to enjoy connection – even if it’s with a lifeless robot.

Intuition Robotics is taking this desire for emotional connection a step further by working to create digital assistants that can more easily bond with their human companions. At the moment, their biggest product is ElliQ, a robotic digital assistant designed to bond with eldery users. In fact, according to Intuition Robotics, their average demographic falls between ages 78 – 97.

And ElliQ seems to be doing its job. The company reports that customers interact with ElliQ regularly throughout the day, even holding conversations with the machine, and are more likely to listen to ElliQ’s suggestions, which often include proactive behavior like getting outdoors or eating more vegetables.

By working to create a more empathetic and emotional digital AI, Intuition Robotics has started to discover a whole world of new possibilities. And they’re just getting started, having recently raised another $36 million to continue research.

One of their plans? Combining these empathetic digital assistants with the automotive industry.

Imagine an assistant that could suggest you pull over when it senses you’re getting drowsy, or provide something to talk to during longer drives. Plus, unlike ElliQ, which stays put while you move around, you and the assistant will be together in a car, making it easier for the AI to learn your preferences and habits.

Of course, this is just the tip of the iceberg for Intuition Robotics, which has recently majorly expanded its workforce. A digital assistant that can provide a better emotional connection to humans has a world of possible applications, from nursing homes to elementary schools.

Don’t get me wrong, there are plenty of reasons to be worried about a more empathetic AI – the marketing capabilities alone are something I’m side-eyeing. That said, humans have been befriending vacuum cleaners and we’ve turned out alright, so for now, let’s focus on the positive possibilities that could come with tech from companies like Intuition Robotics.

Continue Reading

Real Estate Technology

Private browsing will be pushed into the mainstream this fall – ready?

(TECHNOLOGY) Private browsing is making strides, and your entire company should be pushing for all teams to use the new features.

Published

on

private browsing

Browser privacy is at the forefront of many consumers’ concerns in a digitally advanced world, so it’s no surprise that companies like Apple and Firefox are expanding their browsing features to encompass more aggressive privacy options. According to Digiday, that push will happen early this fall.

A private browsing company called Neeva will also feature in this fall endeavor, encouraging a shift to their product (an ad-free, subscription-based browser) alongside Apple and Firefox. Neeva would theoretically charge a “minimum” of four dollars per month, allowing users to experience a much more private web browsing experience for far less than the abstract cost of more traditional options.

Neeva’s fundraising fervor can be, in part, attributed to the success of Brave, a similarly privacy-focused browser that makes use of Tor to protect unwitting users from unfriendly data inquiries.

Apple’s foray into more extreme privacy options comes in the form of “Apple Private Relay,” which is a feature that can prevent websites from viewing the identity of a visitor.

Firefox’s approach is a bit more platform-centered, with its initiatives including more active showcasing of its built-in VPN and safety features.

Digiday acknowledges that privacy-forward browsing has been available for years, but it tends to reside “mostly on the fringes of society,” with browsers like Tor succumbing to slow load times and stereotypes regarding things like criminal activity and a disproportionately high conspiracy theorist population.

But data privacy is extremely important, now more than ever – and dispelling those stereotypes in favor of education is crucial if the public is going to shift away from browsers and browsing habits that, respectively, look pretty and feel convenient while continuing to endanger and victimize consumers.

For a company like Apple to be moving toward an increase in privacy feels like a paradigm shift – if for no other reason than when Apple makes moves, everyone else tends to sit up and pay attention. Firefox’s push may be a little less surprising given the features built into the browser, but the timing isn’t a coincidence.

Private browsing, at least to those who know it best, has mainstream value, and it’s on its way.

Continue Reading

Real Estate Technology

Secret list of reasons why your Facebook ad was rejected

(SOCIAL MEDIA) Save your marketing team time with this secret list of Facebook ad rejection reasons.

Published

on

facebook ad rejection

You read the rules, spent time optimizing target audience, double checked all the visual elements, and your Facebook ad is finally ready to go to market. You’re expecting the latest email from Facebook to be about billing details, and instead receive the dreaded (albeit common) rejection letter.

You’re left wondering how your your content have possibly violated the Community Standards. Turns out text like “Meet other seniors” or “Depression getting you down?” violates a “personal attributes” rule.

Directly addressing the user with terms like “you” or implications about identity like age, race, and gender aren’t permitted. So you remove that, only to find your ad rejected from the ad auction once again. There are hundreds of reasons the site can reject your ad.

You can quite literally spend hours pouring over Facebook’s Advertising policies, but we have a shortcut – Jane Manchun Wong put has together the most extensive list we’ve ever seen (click to enlarge).

facebook ad rejection reasons

Understandably, illegal content is rejected. You won’t find ads for drugs or counterfeiting services. Likewise, anything even kind of sexual or potentially offensive (like someone flipping the middle finger) violates the standards. No ads for mail order brides or anything the Bureau of Alcohol, Tobacco, Firearms and Explosives would regulate either.

Okay, so obviously you can’t advertise illegal things on the mainstream internet. Especially not when Facebook is asking users to respond to surveys about if the company is good for the world.

However, there’s some grey area once you move past obviously unacceptable content. QR codes, a popular ad novelty, are a reason for rejection. Likewise, if your ad features a picture of Mark Zuckerberg, it’ll get slapped down.

Feel like mentioning the spy cameras? Nope. Have an ad about lasers? Nah. Animals? DON’T EVEN THINK ABOUT IT. Oddly enough, Instagram references aren’t allowed either even though Facebook owns the company.

Although Facebook is trying to uphold their values about safety, voice, and equity, enforcement of these principles is often flawed.

Bra and underwear retailers struggle to get their ads approved even if the content is not sexual in nature. An ad by Harper Wilde, an online bra startup, featuring a plain bra on a colored background was rejected on the grounds that the link leads to a site featuring adult content.

Since Facebook rejects anything focused on a single body part or that is too zoomed in, exposed bodies on an underwear site certainly violate the terms. While Facebook is attempting to hold up a moral code of not offending users, implementation isn’t consistent.

Although Facebook technically has a link to appeal disapproved ads, users report the link is either broken, or returns an auto-generated response with no way to follow up with a person.

We can certainly appreciate that Facebook now bans the obnoxious “before-after” gifs of someone’s belly fat disappearing to the backdrop of a tape measure, and rejects blatantly offensive material.

facebook ad acceptable

Attempting to provide higher quality content that doesn’t shame or offend users is a noble goal.

But when everyday products can’t be advertised, and robots are enforcing grey area, it’s time for a better appeals process. At least now you know what not to include in your next Facebook ad, even if it is legit.

Continue Reading
Advertisement

Our Partners

Get The Daily Intel
in your inbox

Subscribe and get news and EXCLUSIVE content to your email inbox!

Still Trending

Get The American Genius
in your inbox

subscribe and get news and exclusive content to your email inbox