Using MLS and Broker Client-Notification Options

Many clients today are Web-savvy, so they use public resources like www.Realtor.com or the public access portion of your local MLS (if it provides such public access) to search for listings and see what else is on the market. As I mentioned in Chapter 4, that's a good thing. For buyers, it lets them safely check for properties outside the parameters they gave you, to get a sense of the market before focusing their search, and to compare what they find versus what you find (to double-check on you, which only proves that you're doing a good job, right?). For sellers, it's a way to see what the competition might be as well as to double-check your market analysis.

But you don't need to rely on the client going to a public MLS search. At many MLSs and at some broker systems, you can set up automatic searches for your clients. These clients will get an e-mail with a link to a Web page or PDF file any time a property comes on the market that meets their criteria. (You'll get copied too, so you can check into it quickly and be ready if your client asks about it.)

It's fine to send unfiltered listings automatically to someone exploring the market, but for more focused clients, I recommend that you set up the search so that only you are notified. That way you can screen the properties first, then forward only those properties that you think are worthwhile. That's customer service.

This is a sample automatic listing notification I set up using my brokerage's system. Many MLSs offer a similar capability.

If your client is looking at several options (such as houses in one price range and/or area, and condos in another price range and/or area), you simply set up multiple searches. As the criteria change, you modify them at the MLS or broker site.

The beauty of these systems is that they help you keep in regular contact with your client while off loading some of the initial property-identification work to technology. And that's good for everyone.