"Freedom of the press" is one of our nation's founding principles, so do we really want to dictate the way our industry is portrayed in the media? Message control? Spin doctoring? Little miss can't be wrong? Not exactly. Spin is gross. But all associations do have an opportunity to influence the news. The most accurate, compelling and honest information available about housing comes from your local MLS. Learn how to create factual, easy-to-use material from MLS data that your members and the media alike will appreciate.

1. Small is Big
Controlling Media Messages
Mark Allen (@Red_Allen)
Chief Executive Officer
Minneapolis Area Association of REALTORS®

2. Ouch!
Washington Post’s 2010 Mensa Invitational
#1 Winner:
*Cashtration* (n.): The act of
buying a house, which renders the
subject financially impotent for an
indefinite period of time.

3. Controlling Media Messages
Media:
the means of communication
…that reach or influence
people widely.

4. Who Are You?
From greatwhitesnark.com as retweeted by @gingerw via @timoreilly

5. What Is Our Aim?
Making residential real estate analytics
easy to understand.

6. The Country That Pees Together…
Found at flowingdata.com

7. High Praise
Matt Cohen, Clareity Consulting CTO:
“MAAR provides better visualization of the
data. That makes it easier for REALTORS® to
educate clients about the local market. And
educated buyers and sellers are more likely
to make sound choices that will help avoid
another housing bubble.”

8. The Things People Want
 Elegant and intuitive visuals
 Easy trend spotting
 Detailed & thorough yet readable
 Harness the power of your data

9. What Is Our Focus?
Local “Local” implies
Local
Local
geography
Local but is so much
Local
Local more.
Local
Local
Local

10. Demonstrating Local
“The Thing”

11. It Starts with MLS Data
MLS data is the richest,
cleanest and most powerful
real estate data available.
Own your local space. The gold hasn’t been
fully mined...yet.

12. The Seedling

13. Weekly Activity Report

14. Monthly Market Indicators

15. Housing Supply Outlook

16. Local Market Updates

17. Foreclosures & Short Sales

18. Advancing the Concept
Sortable Stats

19. Blog and Video

21. How It Can Be Used
 Client Consultation
 Blogs and Websites
 Social Networks
 Marketing
 Government
 Media
 Academia
 Business Planning

22. Government Strategy
• Local market products
• Distribution strategies
• Market research resource
• Affecting public policy
• Return on investment

23. News Media Strategy
• Press releases
• Talking points
• Electronic media
• REALTOR® spokespersons
• Distribution strategies
• Market research resource
• Anecdotal stories v. hard data

24. From Foe to Friend
By KARA McGUIRE
Star Tribune February 7, 2010
The [MAAR] Realtors group, known for
its ability to take in-demand housing
data and turn it into digestible reports
for housing pros and consumers alike…

25. Others Telling Our Story

26. MARKET PRESENTATIONS
What Happened to Mr. Big?

27. Distribution Strategy
UNFETTERED ACCESS
 Weekly e-newsletter
 Website
 Office visits
 Print publications
 Presentations & CE classes
 Advertorial
 Targeted emails to brokers
 Best of all: Raving fans

28. Overheard
“Visibility is more
important than ability.
Secret agents don’t do
a lot of business.”

29. WAY BACK IN 2001
Converging Catalysts
• REALTOR® demand
• Consumer expectation
• Under utilized MLS database
• Public affairs leverage
• NAR envy (color me green)
• Build it and they will come

30. Following Your Call
Build it and they will come

31. The Magic Formula
 Get Data
 Make Pretty
 Send

32. You Can Do This
YOU REALLY CAN.
But if you don’t want to,
there are many people
ready to help you.
HINT, HINT:

33. Thank You for Your Time!
Minneapolis Area Association of REALTORS®
www.10kresearch.com
Mark Allen (@Red_Allen)
Chief Executive Officer
10K Research and Marketing