May 28, 2013
Tucson, Ariz.-based Long Realty has a sleek new consumer-facing mobile app for Android, iPhone and iPad that surfaces data from multiple listing services (MLS) including information typically reserved for agents like details about recently sold homes.
Brokerages can typically share MLS data associated with active listings with consumers freely on their websites and mobile applications.
But to share more in-depth MLS data like recently sold homes, price changes and pending sales, they need to set up virtual office website (VOW) agreements with the MLSs they work with, and have consumers follow a registration process.
Long Realty, a HomeServices of America company, wanted VOW data in the app so it could compete with some of the other popular mobile offerings in the real estate space, said Kevin Kaplan, vice president of marketing and technology at Long Realty.
“It was important for us because Zillow has sold data,” he said.
Third-party listing portals like Zillow and Trulia typically rely on public records from county assessors for information on past sales, which can lag by weeks or months.