The February 2021 ValleyMLS Board meeting focused on ratifying decisions from the November 2020 NAR Board meeting. Major changes were approved to the Coming Soon status based on member survey feedback, including limiting it to 5 days. The Board approved removing exception language for listings entered into Coming Soon status. Coming Soon was limited to 5 calendar days instead of business days. A new property type of "manufactured home on permanent foundation" was approved. Exceptions for entering rental listings were approved. Revisions were made to the definitions of total square footage and finished square footage. The Board also discussed policies regarding changing list prices, including buyer agent information in IDX data feeds, and reminders for Comp Only listings.

1. 2021 Broker Summit

2. Sha Jarboe
ValleyMLS Chair

3. ValleyMLS Board Decisions in 2021

4. The February Meetings primary focus was to ratify
decisions from the November 2020 NAR Board. All
Mandatory Rules and Policies were aligned and
approved by the ValleyMLS.com Board of Directors
at the February meeting.
February 2021 Board Actions

5. NEW RESIENTIAL INPUT FORM: A workgroup comprised of agents and office assistants worked
together to make changes in the flow of inputting a new listing. The Board voted to approve
renaming standard Listing Terms.
COMING SOON: Directors approved major changes to ValleyMLS.com’s Coming Soon status,
based off overwhelming survey feedback from members:
• Limit Coming Soon status to a max of 5 days
• Make the Expected on Market Date visible on all Agent and Consumer reports and to the
public via ValleyMLS.com.
• Allow only one photo in Coming Soon, and remove the requirements that it be a photo of
the house/property
• Changes went into effect June 1, 2021
April 2021 Board Actions

6. The Board also approved removing the “Exception” language
in the Coming Soon policy, which stated: “If entering the listing
in Coming Soon status, the property shall be submitted to the
MLS within 3 business days of the agreement.
April 2021 Board Actions

7. Coming Soon is once again limited to five (5) calendar days, as
opposed to business days.
Coming Soon will roll to Active Status at the end of the 5-day
period, as opposed to expiring.
June 2021 Board Actions

8. NEW PROPERTY TYPE: A new property type can be listed under
“manufactured home on permanent foundation” if it meets the
following criteria; The manufactured home:
• is tied to a permanent foundation
• is assessed to the land
• is now being taxed as a dwelling
• has permanent meter attached
• has a fixation affidavit recorded
August 2021 Board Actions

9. NEW RENTAL CLASS EXCEPTIONS: The following exceptions have
been approved when entering listings in the RENTAL class:
• Properties must be available to rent within 60 days of entry.
• Website URLs are allowed when listing
When listing a property in the RENTAL class, you are not required to
enter the owner’s name.
August 2021 Board Actions

10. SOURCE OF SQFT: The use of plans and specs will no longer be a valid source of
SQFT unless the property’s age is proposed/under or New Construction.
REVISION OF ‘TOTAL SQFT COUNT’ DEFINITION: Finished SQFT is now defined,
for the purposes of this MLS listing, as an enclosed area suitable for year-round
use, embodying walls, floors, and ceiling that are finished in a manner consistent
with the rest of the house. In order to be considered finished, this space must
have a permanent and sufficient heat source.
A finished area that is not connected to the main residence by a finished hall or
stairway must be listed separately.
August 2021 Board Actions

11. CHANGING OF LIST PRICE: When a list price is changed to match the sold or
contract price, this causes the “List Price to Sold Price” ratio reflect an inaccurate
picture. Changing the price to match the accepted contract price is not allowed
because it will skew statistical data in the MLS.
IDX BUYER AGENT INFO: To properly give credit to the buyer’s agent, that agent’s
information will now be included in all IDX Data Feeds.
COMP ONLY LISTING REMINDERS: Entering a Comp Only Listing is optional. If you
do, you must have a transaction broker listing agreement, or have written
permission from the seller and buyer, allowing for inclusion in the MLS after closing.
August 2021 Board Actions

12. The exchange of information among competitors regarding
matters pertaining to price, refusals to deal, market division,
tying relationships and other topics which might infringe upon
antitrust regulations and are strictly prohibited. No such
exchange or discussion will be tolerated during this meeting or
any other function of ValleyMLS. This policy applies not only
to the formal meeting sessions, but to informal discussions
during breaks, meals or social gatherings.
Anti-Trust Policy

13. The Growth Mindset

14. ValleyMLS –Your
Business Generation
Partner Plan
October 14, 2021

15. 9:15 to 10:30 The Industry
10:30 to 10:45 Perspectives
10:45 to 11:00 Break
11:00 to 11:45 Business Generation
Partner Plan

16. Valley MLS:
Industry Update
October 14, 2021

17. Lawsuits calling MLS’ “Real Estate Cartels”
“Traditional brokers restrict full access to
multiple listing services to other brokers.They
also hide commission splits from consumers and
steer consumers to higher commission
properties.”

18. Real Estate is a
target for the
Federal
Government
Anti-Trust Consumer
Transparency
Fair Housing
Withdrawal from settlement “to permit a broader
investigation of NAR’s rules and conduct.”

19. More competition than you may think

21. Pace of Acquisitions has
dramatically increased

22. Lone Wolf and Costar
are GOBBLING up
companies

23. Traditional Brokerages Undervalued
Stock Price Value

24. Residential
Undervalued vs. other
Real Estate Sectors

25. iBuyers are now 1% of all
transactions

26. .7% or 67 sales in
Birmingham
were sold by
iBuyers
Avg Price:
171,475

27. Media Companies Becoming
Referral Companies

28. Zillow.com Terms of Use – Referral Model
Gives Zillow an open license to provide your data to third-parties, including your personal information,
however they like, and Zillow takes no responsibility at all for anything that may happen to your data in
the hands of a third party.
Zillow can make a referral to a real estate professional and to be paid a valuable consideration for
facilitating the connection.
Zillow claims the right to get paid for all of these referrals but is not in any way responsible for any harm
that this may cause you or your company. They can run a credit check through Checkr or Experian and
share that information to others.
You can delete your account and all personal data – but not listing data.
You agree to indemnify Zillow Companies and agree not to receive any direct or indirect damages as a
result of your use of their services or the services of any third party.

31. Artificial Intelligence
Computer Vision is Hottest

33. Comprehensive,
SEO- optimized
property
descriptions

34. 34

35. 35
Search by Design Preference

36. 36
Find Similar Room Designs Automatically

37. Skate where the puck
is going, not where it is
or has been
Wayne Gretzky

38. Quantifying theValue of MLS Promotion
Bright MLS Off MLS Study
95,000+ Subscribers
40,000 square miles
Properties promoted on the MLS sell for 6 to
21% MORE than off-MLS

39. Factors Measured and Results to Date
• 466,000 Properties for 24-month period
• Baltimore, Washington, DC, Parts of Maryland, Virginia, West Virginia
• Every type of geography – beach, city, suburban, rural, mountains
Results
• 27% of Transactions are OFF MLS
• In every market there WAS a higher price for On-MLS vs. Off-MLS
• 6 to 21% price advantage

40. Helping improve efficiency of brokerage
operations

41. Brokerages have a
ton
of inefficiency
41

42. 42

44. Helping Brokers Take Credit for Business
Generation from the ValleyMLS Network of
Professionals

46. Last
Week’s
Results

47. ValleyMLS
15,000 FREE leads in 12
months
$4.5 million in lead value
Over 50,000 FREE
leads generated by
ValleyMLS in past
year

49. Listrac Sellers Report

50. Redefining the Value
of the MLS

57. The Sales Success Funnel
Cold Lead
Warm Lead
Engaged
Signed
Closed
Referral
Client for Life
Re-framing all MLS
products, training
and marketing
around the key
elements of Sales
Success

58. Recipe for MLS Success
The Ultimate Marketing Network
• IDX Feeds – Broker Network generating
thousands of free leads
• ValleyMLS.com
• MLS System – CMA, Prospecting
• Public Records Prospecting
• Showing feedback
• Listing Exposure and Leads
• Sales success-centric training
• Market Stats
Targeted Exposure to over 4,200 of the
most qualified local EXPERTS in real estate wit
engaged clients

59. Lead
Generation
The MLS and
Brokerage Partnership

63. Opportunities identified from
Broker Interviews

64. Listing Audits are Excessive

65. Organization is too AGENT-Centric

66. We need ValleyMLS.com to WIN the online traffic
game

67. Subscriber Feedback Highlights

68. Great attitudinal scores
0 200 400 600 800 1,000 1,200
Cares about me
Focused on helping me be successful
Listening and responding to my needs
Striving to continually improve
How much do you agree with the following statements regarding ValleyMLS?
Totally agree
Somewhat agree
Disagree
Not sure/Don’t
know

69. Strong Adoption of ValleyMLS tools
3%
16%
21%
24%
40%
42%
53%
89%
91%
I do not use any of these tools
CRS Tax Suite (added this year)
Advanced Statistics by MarketStats by…
ListTrac (Listing exposure and lead tracking)
Realtors Property Resource (RPR)
CloudCMA (CMA)
Homesnap (National Listing exposure/Lead…
ShowingTime (showing appointments)
dotLoop (transaction management)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Please select the tools that you use in your business.

70. Strong satisfaction with all ValleyMLS tools
0 200 400 600 800 1,000 1,200
CRS Tax Suite
ListTrac
MarketStats by ShowingTime
Realtors Property Resource
CloudCMA
Homesnap
dotLoop
ShowingTime
How would you rate your satisfaction with the following:
Excellent
Good
Acceptable
Poor
Too difficult to learn/use
0 200 400 600 800 1,000 1,200
CRS Tax Suite
ListTrac
MarketStats by ShowingTime
Realtors Property Resource
CloudCMA
Homesnap
dotLoop
ShowingTime
How would you rate your satisfaction with the following:
Excellent
Good
Acceptable
Poor
Too difficult to learn/use

71. Opportunities to increase awareness of ValleyMLS
tools
0 100 200 300 400 500 600 700 800 900
dotLoop=
ShowingTime
Homesnap
CloudCMA
Realtors Property Resource
ListTrac
MarketStats by ShowingTime
CRS Tax Suite
Why do you not use the following tools?
Not aware of it
My broker offers similar tool
I use my own similar tool
Tried it, but stopped
Too difficult to learn/use

72. Opportunity to promote business generation potential
more
0 100 200 300 400
Helped me learn how to generate listing exposure and leads with ValleyMLS
tools
Helped me learn how to save money by using MLS tools
Helped me sell more real estate
Helped me generate stronger client relationships using ValleyMLS tools
Designed for my skill level
Interesting and relevant topics
Helped me get my money’s worth for my MLS subscription
Professional and engaging speakers
How satisfied on the following factors are you with ValleyMLS technology training in the following
ways?
Extremely satisfied
Very satisfied
Somewhat satisfied
Not satisfied

73. 1/3 have participated in training
33%
67%
Have you participated in technology training at ValleyMLS in the past 12 months?
Yes No

74. Zoom training is most popular
18%
24%
39%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Live training at brokerage office
Online pre-recorded videos
Live training at Association office
Online, live video training (Zoom)
What format(s) of training have you participated in? (Choose all that apply)

75. For non-participants in training; Haven’t sold them on
the value of training
0%
1%
2%
3%
4%
4%
5%
7%
8%
10%
10%
12%
13%
25%
40%
0% 10% 20% 30% 40% 50%
Broker does not recommend
Instructors are not engaging
Do not sell real estate so classes are not relevant
Classes don’t help me be more successful
Don’t believe they will help me
Technology scares me – I need 1 on 1 training
Already receive real estate coaching
Classes are too basic
I am already on too many Zoom meetings
Not interesting/relevant
Need more classes on weekends/evenings
Already receive broker training
Need more online training
Other (Please specify)
Too busy
Why have you NOT attended a ValleyMLS technology training session? (Choose all that apply)

76. 17%
83%
Are you aware that ValleyMLS.com and Homesnap delivers nearly
15,000 FREE leads to ValleyMLS members very year?
Yes No
Less than 1 in 5
are aware of the
business
generation
potential of
ValleyMLS.com
and Homesnap

77. 44% awareness of strong traffic of
ValleyMLS.com
Yes
44%
No
38%
Not sure/Don’t know
18%
Are you aware that ValleyMLS.com is the #2 most trafficked property
search sites in Huntsville and around the state?

78. 23% say they have received leads from
ValleyMLS.com
Yes
23%
No
63%
Not sure/Don’t
know
14%
Have you received leads from ValleyMLS.com?

79. 20% satisfaction with ValleyMLS leads
7%
13%
40%
34%
6%
0% 10% 20% 30% 40% 50%
Extremely satisfied
Very satisfied
Somewhat satisfied
Not satisfied
Not sure/Don’t know
How satisfied are you with the quality and number of leads you have
received from ValleyMLS.com?

80. Just 1/3 aware of Listtrac
Yes
33%
No
52%
Not sure/Don’t
know
15%
Are you aware that ValleyMLS offers a way to show your clients all of the listing exposure
and leads you generate for them from ValleyMLS.com, Homesnap, Third party sites, MLS
tools and all of the IDX/Broker/Agent websites in the Huntsville area through L

81. 62% interested learning more about how to leverage
Listtrac
32%
30%
29%
10%
0% 5% 10% 15% 20% 25% 30% 35%
Extremely interested
Very interested
Somewhat interested
Not interested
How interested would you be in learning how to use ListTrac to take credit
for all of your marketing efforts listed above?

82. 64% are satisfied with the price/value of their MLS
Subscription
31%
33%
26%
11%
0% 5% 10% 15% 20% 25% 30% 35%
Extremely satisfied
Very satisfied
Somewhat satisfied
Not satisfied
If purchased separately, including FREE leads you receive from ValleyMLS.com, ValleyMLS
business generation services would cost approximately $500 per month or more per month. How
satisfied with the value you receive for your $50 monthly MLS subscription?

83. 2/3 believed that the Birmingham data share will
generate business opportunities
27%
35%
23%
7% 8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
A ton A lot Some Not much Not sure/Don't
know
ValleyMLS and Greater Alabama MLS/Birmingham are launching a data share in November
Increasing listing exposure from 4,000 to over 9,000 agents. How much do you think more than
doubling listing exposure and lead generation opportunities will help your bu

84. 58% believe the BOD/Leadership is moving in the right
direction
58%
27%
2% 1%
13%
0%
10%
20%
30%
40%
50%
60%
70%
Definitely the
right direction
Somewhat right
direction
Somewhat wrong
direction
Definitely the
wrong direction
Not Sure/Don't
Know
Based on the Direction and Leadership of ValleyMLS over the past year, ValleyMLS is moving in….

85. Consumer Survey

86. Birth Year Gender
Who is our Audience?
62.36%
34.79%
2.41% 0.44%
Female Male Prefer not to Say Non-Binary
1.32%
25.55%
31.28% 31.06%
8.59%
2.20%
Gen Z Millenials Gen X Boomer II Boomer I Silent Gen

87. How did you learn about ValleyMLS.com?
29.3%
22.3%
16.6%
14.6%
10.5%
4.1% 2.6%
My Realtor® Internet search Not sure/
Don’t
remember
Word of mouth My last real
estate
transaction
Other Advertisement

90. What purpose brought you to, or back to, ValleyMLS.com?
51.3%
34.3%
6.1% 5.9% 2.4%
Buyer Just browsing Other Seller Renter

91. Did you request more information for any properties through
ValleyMLS.com?
No
77%
Yes
23%

92. How important is it that you are able to connect directly with the
Realtor® who listed the property?
34%
28%
20%
8%
6%
Extremely
important
Very important Somewhat
important
Not so
important
Not at all
important
82%
Think This
is an
Important
Ability

93. How satisfied were you with the response time?

94. My favorite Real Estate Search Site is?
68%
17%
5% 1% 1% 1%
ValleyMLS.com Zillow Realtor Redfin Homesnap Trulia

95. 56% prefer property image view vs. map
Property Image View
Map View

96. When searching properties, which criteria would you prefer to be
included in your initial search? (Check all that apply)
84%
62%
24%
16%
13%
For Sale Coming Soon Pending/
Contingent
Sold For Rent

97. How would you rate the functionality of ValleyMLS.com? On a
scale of 1-5, with 5 being the best.
4.08
4.07
4.03
3.91
Intuitive/ Easy to
Understand
Search Criteria is
Logical
Well Organized Easy Navigation

98. Was there anything you were looking for or needed but could
not find? (Check all that apply)
30.5% 29.8% 29.1%
7.9%
6.6%
2.6%
Realtor®
ratings and
reviews
My home value
estimator
Smart picture
search
Downpayment
assistance
Blog w/ helpful
information
multicultural/
multilingual
Realtors®

99. Valley MLS:
Top 5 Strategic Goals
May 25, 2021

100. 1. Promote ValleyMLS as Business
Generation Partner

102. Search by Room Type

103. Search by
Room
Features

104. Local Logic

105. Recipe for MLS Success
The Ultimate Marketing Network
• IDX Feeds – Network of 1000’s of FREE lead g
• MLS System – CMA, Prospecting
• Public Records Prospecting
• Showing feedback
• Listing Exposure and Leads
• ValleyMLS.com
• Sales success-centric training
• Market Stats
Targeted Exposure to more than 4000 of the
most qualified local EXPERTS in real estate wit
engaged clients

106. Over 1.3 million agents nationwide receiving over
8 million FREE leads with Homesnap

109. 2. Help brokerages become
more efficient and profitable

113. 3. Start/Lead/Join Industry
Collaboratives

114. Website Enhancements Collaboration

116. AN EXAMPLE
Data Distribution – Core Role of MLS
Owned and Controlled by MLSs
Standardized Licensing Form Jointly Built
Combined forces for Compliance
Collaboration on Rules and Regs Changes
No PROFIT Motive
No INTEREST in selling
Saves Vendors and Brokers Money
Continuing to innovate with MLS customers in mind
No Upsells

118. 4. Expand Customer
Opportunities

119. 1. Delivering Value For Rentals

120. ENABLE
Apartment
Complexes

125. 2. Appraisers
▪ New Tools
▪ New Features
▪ Specific Subscription

126. 3. New Customer Offerings

131. 5. Reposition organization as
Nimble, Technology Company

132. Don’t be Afraid to
Swim Against the Tide

133. Slaughter the
Sacred Cows

135. Simplify, Speed Up Decision Making

138. Questions?
Marilyn@wavgroup.com
@Marilynwilson
805 748-9118