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eNeighborhoods announced “Mercado” -“the Marketplace for California real estate.”

Mercado seems to be eNeighborhoods attempt to rejigger MLSAlliance as more of a marketing platform than a multiple MLS search interface. Good strategy if they can get large MLS providers to pony up for the service, otherwise they will be shouldered with selling individual subscriptions to agents directly.

MLSAlliance has been around forever but it looks like it has been left out of the discussion in the mist of the ongoing California politics over data sharing solutions like CARETS and the efforts of C.A.R. to build a statewide MLS system. MLSAlliance was (is?) a great system and its unfortunate it has never gained momentum as a serious option to the statewide data sharing platform.

Makes me think of what might have been. Imagine if C.A.R. did their homework and choose eNeighborhoods as their vendor for implementing a state wide MLS data sharing system (not an MLS), a MLSAlliance on steriods type of solution if you will. MLSAlliance already had the largest MLS providers on the platform and strong adoption, and a team of well respected MLS professionals.

Things that make you go hmmmmm.

I just can’t wait to see Andy at his first Tuesday broker meeting in Irvine. What do you say Andy, I’ll buy the bagels if you bring the fruit plate?!

Full Press Release is below:

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New real estate marketing platform for California real estate professionals is launched
Mercado combines best of cross-MLS search and Web-based marketing applications

BOCA RATON, Fla. October 8, 2009 – Two of California’s largest MLS providers have partnered with eNeighborhoods as charter participants in a new marketing platform for California real estate professionals called Mercado – the Marketplace for California real estate.
Pomona-based Multi Regional MLS and Sacramento-based Metrolist Services have joined eNeighborhoods, a leading compiler of neighborhood information and marketing systems, and a division of Dominion Enterprises, to launch the new system to a combined 50,000 MLS participants and subscribers in Northern and Southern California.

Mercado is a Web-based marketing system that builds on the foundation of MLSAlliance, a search platform that joins multiple California MLS databases and provides real estate professionals with a single gateway to listing data across the state. Mercado provides access to the combined MLS Alliance database that represents 15 MLS organizations with more than 128,000 users and 4.5 million active and off-market listings.
Mercado adds Web-based marketing tools to the existing search platform which includes CMA, BuyerTour, and Design Center, a direct marketing application. Mercado Neighborhood Reports and IDX tools also are available.

“Mercado is an integrated solution that makes it easy for real estate professionals to log on once and leverage the power of multiple California MLS systems,” said Andy Woolley, eNeighborhoods vice president and general manager. “In addition to cross-MLS search, the Mercado marketing tools leverage MLS data for use in CMAs, BuyerTours, direct marketing and more. California real estate professionals and their MLS providers have made major investments in technology infrastructure. Our goal is to help them leverage those strengths by providing unfettered access to MLS data and the marketing tools real estate professionals use every day to service their clients.”
Mercado will be launched to other MLSs participating in the California MLSAlliance throughout October, and subsequently made available to real estate professionals throughout California.
“This has been the most successful release of any product at MRMLS. Adoption and usage has exceeded our expectations,” said Art Carter, chief executive officer of Multi Regional MLS.

“We are always looking to add value for MetroList subscribers and their clients,” said Tom Beede, president and CEO of MetroList. “A platform like Mercado that combines data services and marketing tools helps our subscribers leverage our MLS technology more effectively, which also helps their clients in Northern California and throughout the state.”

About eNeighborhoods
eNeighborhoods, a division of Dominion Enterprises, is the nation’s premier compiler of real estate related home and neighborhood information, providing the real estate and marketing services industries with a comprehensive set of marketing and analytical tools. In 2002, eNeighborhoods became a partner in the National Association of REALTORS REALTOR Benefits Program. The company provides MLS data sharing and marketing tools to top MLS organizations in the United States, Canada, and Australia. The company maintains strategic alliances with major real estate franchisers, including CENTURY 21, Coldwell Banker, ERA, EXIT Realty, GMAC, Keller Williams, Prudential, Realty Executives and RE/MAX International as well as many of the major independent brokerages. eNeighborhoods is the proud founding sponsor of NARs Good Neighbor Awards which educates, encourages and rewards outstanding community service by real estate professionals throughout the country. For more information on the company, visit http://www.eneighborhoods.com.

About Dominion Enterprises
Dominion Enterprises is a leading marketing services company serving the automotive, enthusiast and commercial vehicle, real estate, apartment rental, and employment industries. The company’s businesses provide a comprehensive suite of technology-based marketing solutions including Internet advertising, lead generation, CRM, Web site design and hosting, and data management services. The company has more than 45 market-leading Web sites reaching more than 16.7 million unique visitors, and more than 450 magazines with a weekly circulation of 4.3 million. Headquartered in Norfolk, Va., the company has 5,400 employees in more than 200 offices nationwide. For more information, visit http://www.DominionEnterprises.com.

Contact:
Rick Sherwood
561-981-9743
rsherwood at eNeighborhoods dot com

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