GEMLS Strategic Plan

GOLDEN EMPIRE MULTIPLE LISTING SERVICES, INC. STRATEGIC PLAN 2018

The Golden Empire Multiple Listing Service (GEMLS) is the ultimate source for real estate data for the real estate industry and the community. Thousands of members subscribe to the GEMLS for its data reliability, timeliness and rules that promote responsible, ethical business practices among subscribers. In addition, the GEMLS provides local customer service and handson support to subscribers. The GEMLS has complimented its superior real estate data by adding several solutions that streamline the real estate transaction process including integrations with tools that make it easy to interpret real estate market trends and data, apps for clients and subscribers that provide on-the-go access, resources that streamline the real estate transaction process, and more.

GOAL 1:

Communicate GEMLS as the Ultimate Real Estate Network In order to maintain the GEMLS as the ultimate source for real estate data, the GEMLS tracks several of its own metrics such as the adoption and usage statistics of the tools integrated into the GEMLS, website traffic and ranking reports, and subscriber survey results. This feedback allows the GEMLS to make informed decisions on how to position the service within the real estate industry as well as with prospective real estate buyers and sellers. As a result, the GEMLS continually positions itself as the number one provider of real estate data. Subscribers of the GEMLS have access to a multitude of resources that support lead generation, prospect nurturing, and referrals. Live, interactive training is available locally on a regular basis. A. Rebranding MLS Tools/5 Packages (continue to develop) n Package tools together with a focus on impacting the business of subscribers v “Prospecting in a Box” v “Presentation in a Box“ v “Buyers Tool Box” v “Sellers Tool Box” v “Clients for Life in a Box” B. Conveying the Message / Member Awareness n OWN IT! Use the tools you already own. n Utilize “real estate” on MLS landing page to build a better dashboard n Outreach to brokers, sales meetings, e-newsletters, new subscriber orientations, video, etc. n Real estate industry messaging versus consumer messaging n Instagram uitilize more extensively n Use multiple platforms to display information, consistent posting

n Create training videos - most commonly requested topics C. Tracking Our Metrics n What data is available now? n Adoption rates? n Usage n How do we regularly report to BOD? n Tools Available for Data Feedback

GOAL 2

Explore Broader Data Access and Marketing Potential and Disrupt the Disrupters The GEMLS proactively “disrupts the disrupters” by expanding its data options and increasing the marketing potential of the service. Other technology companies spend millions of dollars in research and development efforts that appear to decentralize strengths of a real estate professional, but actually may result in buyers and sellers being at a greater risk of damage due to incompetent pricing, legal liability, and ultimately a longer, more expensive transaction process. While the GEMLS cannot outspend its competition, it can instead focus and build from its strengths. In order for the GEMLS to be recognized as the most reliable source of local real estate data, it has to leverage these strengths in a consumer and member facing marketing campaign that utilizes tools such as search engine optimization, social media, and regular, interactive communication. The GEMLS encourages and trains its members to master the tools it provides at no additional cost, and continues to explore new tools that could be deployed to benefit subscribers. The GEMLS is constantly surveying the marketplace to determine opportunities to expand its service by sharing data or growing its territory to the benefit of its subscribers. A. Promote value of GEMLS n Develop GEMLS Branding strategy v Testimonials, real life stories n Educate Public v Beware of “Coming Soon” vService to the Kern County/ Golden Empire for 113 years v Local comprehensive exposure with same national exposure B. How to increase our footprint n Search Engine Optimization n BakersfieldRealtor.com Campaign n Drive Buyers/Sellers to our Website C. Members to master the tools provided n Drive Members to Website n Training n Exploring new tools n Daily tips n Video – use of bomb bomb n Levels of training classes e.g. basic, medium and accelerated D. Exploring opportunities to partner or expand n Working with other Associations/MLS in our Region n What does that look like: v Shared data/reciprosity v Competitive Pricing v Big table discussion/broker engagement w/speakers e.g. Steve Murray/Matt Ferrara v Educate members as to motivation/purpose of pursuing; Maintain day to day business consistence of their busines

GOAL 3:

Develop Deeper Broker Partnerships Broker awareness of products and services. Working directly with Brokers to develop long-term partnerships providing awareness of products, services and tools that are membership benefits. Implement strategies in which the GEMLS can increase Brokers investment by providing additional training opportunities. Create themed videos for subscribers designed to demonstrate ways to generate income and show value for Brokers and their agents. A. Broker Outreach n Live Training v In-Office v MLS Forum n Video v Short training videos available for sales meetings / online n Podcast n Build rapport v Personal invitations v Sales Rally’s v Solicit Broker Input v What do their agents want? v What can we do to help you? v Track Metrics - Regular BOD reporting B. GEMLS / Broker Integration Tools n Back office n Tools that increase efficiency of Broker staff n Improve BAR office resources to benefit sales rallies C. Broker Resources n Train the Trainer n Broker Day at the Association v Guest Speaker(s) n Monthly Market Update n Broker Portal on BAR Website or Broker BAR Facebook