"The traditional MLS-first argument fails to account for one reality: We do not live in a world where all else is equal. We live in a technology age where scarcity and exclusivity have become genuine value drivers in every category of high-end goods."
"Exclusivity is not a limitation. In the right context, it is a marketing strategy. The question is not whether the MLS is a powerful tool. It is. The question is whether it is always the right tool for every home, every seller and every market."
"Gary suggests that coming soon or private listings may lead to a lack of full disclosure. I view them as the sequence of success used by the most sophisticated marketing machines in the world."
Gary Keller has significantly impacted residential real estate over nearly five decades, educating and safeguarding professionals. While the Multiple Listing Service (MLS) offers broad exposure and competition, it may not always be the best tool for every home or market. The luxury market values exclusivity as a marketing strategy, challenging the traditional MLS-first argument. Private listings and coming soon strategies can be effective, contrary to concerns about disclosure, and are utilized by sophisticated marketing approaches.
Read at www.housingwire.com
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