As one that surfs the Internet looking at agents sites, and searching for listings on a regular basis the one item that disturbs me most is agent or broker self promotion.

The greatest tool for marketing and selling homes is the Internet. Shared listings via Broker Reciprocity, IDX or VOW's allow us as real estate professionals to take full advantage of Multiple Listing Service (MLS) capabilities and share our listings, with all other participants in our MLS area, and nationally via REALTOR.COM if we choose to participate. Home sellers, home buyers, agents and brokers directly benefit from the results of this shared data on broker reciprocity. It is successful because, this shared data, MLS information, and photos are then accessible to the public at large.

In most areas searched, the shared data appears to be clean. Some listings may lack photos, and virtual tours, but for the most part, a consumer is able to do an online search for homes, and not be disappointed in the results.

However, on some MLS sites, I have noticed a disturbing trend. The photos that are listed to portray the property include agent, broker or company promotions. This hardly seems professional at all, and must leave a bad taste in the mouths of consumers searching for a home or relocation information. Instead, online buyers and sellers now find, a select few listing agents, brokers, or teams hawking their real estate services. Whereas in these MLS markets most agents do the right thing, it is the few that do not restrain themselves who spoil it for us all.

Self-promotions on shared MLS data can show up in a variety of ways, and would seem to violate the very intent of broker reciprocity by trying to draw a consumer from one website to another, or promote one company over another, or tout one agent's or broker's ability over another. I don't think that this is how shared MLS data and broker reciprocity was supposed to be used.

There are many ways that self-promotion and listings can be shared in ways that they shouldn't. Here are just a few of the examples I've come across:

• Public remarks in MLS data may have another URL for and agent’s website or virtual tour. (these will then post to displayed data on all participating Broker Reciprocity sites)
• Listing photos contain self-promotion rather than portray a visual description of property and condition, such as agents leaning on their sign or a "SOLD" sign which are included in listing photos.
• An agent, real estate team or company URL may be superimposed on a listing photo.
• Virtual tours may be loaded with hot links, company logos, self promotion, resumes, phone numbers etc.
• Front pictures of the home may have the listing company sign turned directly in view.
• Company logos may float over picture of listing photo of home.

This ingenious list could go on with many other examples, but the one question that comes to mind is who is looking or supervising the online content of the MLS listings? Should the local MLS boards impose fines, and prohibit such content? Should the broker of record randomly review agent input of data? Should other agents bring this to their broker’s attention, or feel they need to contact their local MLS board? What should happen to the habitual offenders in our business that shamelessly think only of the next deal they can capture, as opposed to the image that we are sending to our peers in the industry, and the public. That image is of self, rather than the public in which we are supposed to be serving their needs.

It is not that those that abuse the system are great marketers; it is that the remainder of us has some self-restraint, and would not think of doing something as distasteful and distracting to our own image, and the image of our real estate industry.

We are an industry that would welcome the public’s perception of real estate as professionals, not carnival hawkers. If we want to be accepted as professionals, I think it is time that we earn it by doing the right thing!

Published: August 10, 2004

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Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .