by G. Sax, Head of Communications, RESO
This week, we caught up with the COO of UtahRealEstate.com, Casey Hickman. We talked about moving completely to the RESO Web API, being an MLS that also serves as a listing portal and creating a technical dev/QA mindset from within. Enjoy!
Q1: We basically made UtahRealEstate.com part of RESO’s marketing department after you were the first to completely switch from the Real Estate Transaction Standard (RETS) to the RESO Web API with all vendors. Now that some time has passed, have there been any growing pains with this groundbreaking move, or has it been nothing but blue sky?
Casey: It’s been blue sky. We converted all of our vendors in January 2021. If anything, by leading in that space, we’ve helped demonstrate that it’s not that difficult. If you give vendors ample time and notice, and you treat them like respected customers by walking them through it and answering all questions, it can be done relatively easily.
We made sure that a real person was on the other line when they called. We did not shy away from the challenge, and the benefit to our agents has been that we can bring more people and tech into our market. We’ve actually seen vendor growth because of it.
RESO: That last statement is remarkable, and I’m going to emphasize it when this is written up. That is not something that we have talked about while promoting the Web API, but it absolutely makes sense that vendors would be drawn to newer technologies.
Casey: It’s true. Historically, big brokerages with their own technical staff were more or less the only nontraditional vendors pulling data from the MLS. Today, we have seen the addition of agents with some technical background or know-how, and they are trying to build their own websites and other lighter tech without being vendor dependent. The switch to Web API makes it easier for them to pursue their ideas.
We don’t have anything negative to say about the move to the Web API, and it’s great to see other MLSs championing the initiative. I do often wonder, when are we going to stop talking about RETS? The default method of data transport should be the current standard. The older option should be the exception for a specific subset of customers.
When we did our conversion, it involved about 200 brokers and vendors, and people were willing to work with us. Again, we provided ample notice and extra time, and it all worked out.
Q2: You, along with ValleyMLS.com are the only MLSs that have a dot-com in your official MLS name. Why was that important to UtahRealEstate.com?
Casey: Actually, we do business as UtahRealEstate.com. Our legal name is the Wasatch Front Regional Multiple Listing Service, Inc.. We market UtahRealEstate.com, because it’s our consumer website. Our site receives between 6 to 8 million unique visitors per year, which I believe is part of committing to that marketing. Few MLSs have been able to pull that off with our success rate.
RESO: Have you heard any negative feedback from brokers in your market that have their own websites?
Casey: We have not seen complaints. We’ve wondered about that ourselves, but I believe there is no heartburn, because it’s so obvious on our site that the listing is attributed only to the listing agent and broker. We’re not selling leads.
We feel fortunate that we were able to pull that off, and I believe it’s been to the benefit of our broker and agent customers.
The brand “UtahRealEstate.com” is powerful and well known in the state of Utah. There’s an additional level of credibility that’s conveyed with our MLS being the largest in the state, spanning the entire state and other areas in neighboring states.
Q3: UtahRealEstate.com is known to RESO audiences as a fiercely independent MLS that often creates innovation from within. What are some things that you are working on today at work at home that the rest of the industry can learn from?
Casey: We have recently released further innovation in leveraging photo-recognition software and intelligence, including an API implementation of Restb.ai room type features and attributes.
We’ve taken what Restb.ai has built and added a local flavor, essentially taking AI photo detection and augmenting that with agent data to easily show where photos are within the property. This has been very well received by our members and consumers, giving our website cool features that nobody else has.
For example, in our market, where there tends to be many multi-level homes, there might be a kitchen in both the basement and on the main level. Sometimes angles make it difficult to tell where those kitchens are located, but our augmented AI now makes that easy.
We want to continue to work with industry partners to provide supplemental listing information, like CubiCasa on floor plans. In our market, this stuff is really important.
This might be interesting to readers as well… Since our core MLS system is developed in-house, we always have something in the pipeline, something to be tested, something “coming soon.”
Something we do as a company, which I feel is somewhat unique, is that our call center personnel, tech support and trainers all have a role in end-user testing, as do I.
It is a practical application of how things work – a blending of our highly skilled development staff with other people that we train to have a strong connection to the agents doing business.
We mix that together to make sure we’re continuously improving and building modern tools that help our customers conduct their businesses.
As far as personal projects go, I am the father of three young boys, so I don’t have much time outside of work for too many pursuits beyond attending to my kids. I do enjoy golfing in my free time, which means I also have a wonderful wife.
Three Questions is an interview series that features real estate industry professionals, their businesses and how they interact with real estate standards in a fun way.
