From Data to Dollars

In the monthly STAT newsletter, Tom Ruff wrote about the overall improvements in our real estate market. Factoring for seasonal lag, sales volume and prices are up while negative equity (underwater) and foreclosure rates are down. In fact, foreclosures have waned down to a trickle of only 223 per month on average, with the majority of foreclosures stemming from the epic 2006 crash.

One of the gems in Tom’s article was a chart that indicates how much equity a home owner (on average) is projected to have built up depending on when the home was purchased. The chart is based on some typical assumptions: zero down payment, equal mortgage and sales price, 30-year fixed mortgage, not refinanced, interest rate from original time of loan and a value based on median sales numbers.


Equity Graph

Creating Leads
In terms of lead generation, this graph could be a goldmine. From the data, we can see the time since the purchase and amount of average accumulated equity. Translation: the people ready and financially able to move. Using the tax search function in Monsoon® you can drill down to your target market and set the sale date to those peak years(1999-2005 or 2009-2012). Conversely, you could market to those with negative equity (2005-2007) looking to make a start fresh.

Board of Directors Winners

The All-Subscriber election is over and the votes are in. We’d like to introduce you to the newest members on the Board of Directors.

James Sexton

James Sexton

James is no stranger to the MLS. He has served as a director, officer and president for the Phoenix Association of Realtors. He has also been the president and Phoenix appointed director for ARMLS®. Most recently, James was both an officer and Director for AAR and became President in 2015.


Jeffrey Raskin

Jeffrey Raskin

Jeffrey is a native Arizonian and has been a REALTOR® here in the Valley since 2000. In this time, he has earned the NAR designations of GRI, Epro and AWHD and has become a certified zipForm® trainer. He is also licensed to give continuing real estate education credits in five states. His expertise also extends to the boardroom, where he served on the PAR (Phoenix Association of REALTORS®) board, the tech committee of ADRE and the ARMLS® tech committee board.


Michelle Shelton

Michelle Shelton

Michelle has been an active participant of ARMLS® since 2004 and has become very proficient and well versed on Flexmls and the FlexIDX. In 2015, she graduated from SEVRAR’s Leadership Group, where she was able to experience firsthand knowledge of ARMLS® and their operations.



Mike Dobbins

Mike Dobbins

Mike has been a licensed Realtor for over eight years, six of which have been with West USA Realty. He recently completed additional education and now has the Graduate Real Estate Institute (GRI) Designation. Mike is highly involved with social media and stays connected with other area Realtors® to understand everyday issues his colleagues encounter.


A big thanks to everyone who ran. No matter your position, you have the ability to help improve ARMLS® by continuing to voice your opinions.

TRID Changes to the MLS

TRID (TILA-RESPA Integrated Disclosures) is upon us, the massive rule designed to protect customers by providing more transparency throughout the home buying process. As of October 3, this regulation will affect business in the home buying process, including the MLS. AAR has many resources about this coming change. To assist in compliance, we’ve made changes to the MLS. Here’s what we did:

License Numbers
Your license number, as well as the license number of your office, will appear on the detail report in Flexmls. Your license number was automatically populated into Flexmls.


Change / Edit Your License Number
You can and should review this information to make sure it’s correct. Here is a link to ADRE if you need to lookup your license number. PAR members must contact PAR to change their license numbers. All other Subscribers can edit their license numbers in Flexmls. Start by visiting My Profile under Preferences. Now, click on Quick Profile Maintenance.


Next, edit your license number if needed. Remember to click Save when done.


MLS Connect Users 
The information of the listing agent will be available on zipForm through MLS Connect. If you can’t remember your RETS password, you can reset it. Log in to Flexmls, click on My Profile, and select RETS Settings. Enter your new password twice, no need to know your old one.

New Flexmls Email System and Intro to the News Feed

The Flexmls system will undergo an overhaul of the email and portal system on September 29. Flexmls will now utilize a permission-based email system, introduce a Subscriptions management component to Auto E-mails, allow instant listing notifications via email and introduce a listing News Feed view in Portals. This blog series explains the new email and portal system in Flexmls.

Read the series in parts or as a PDF:

Permission-Based Email System, New Client Opt-In and Why the Email System Needed Fixing

Auto E-mails Now Called Subscriptions

New Scheduling Options For Subscriptions (formerly Auto E-mails)

Enhanced Listing Emails Now Featuring Photos

Subscriptions Have New Expiration Rules

Introducing The News Feed for Portals

Flexmls: Permission-Based Email System, New Client Opt-in

This post is part of a series explaining the new email and portal system in Flexmls. To read the entire series, click here or you may view the PDF.

New clients must opt-in to receive listings from Flexmls. This change does not apply to manual emails through Flexmls, just automatic emails. A one-time confirmation email will be sent to each new client, prior to the client receiving their first auto email, to confirm that the message was received at a valid email address. This grants consent to send listing updates to the client via Flexmls moving forward. This change is consistent with industry best practices to reduce spam and increase email deliverability for all Subscribers. To read why this change was made, read this post:


Existing clients in Flexmls who already receive emails will continue receiving notifications, there will be no additional action needed for them.

A new client will not receive email notifications of new listings unless they click to confirm their email address. After clicking to confirm, they will begin to receive automatic notifications of new listings that match their search criteria. If a new client does not opt-in via the confirmation email, an additional reminder can be sent. To do this, go to the Contact Management screen under the Contacts menu, select the contact, and click Send opt-in request.


Note: You can only send the reminder once per email address, so it would be appropriate to contact the user personally before re-sending the Opt-in request.

Why The Email System Needed Fixing

This post is part of a series explaining the new email and portal system in Flexmls. To read the entire series, click here or you may view the PDF.

In order to help clarify the new permission-based email system in Flexmls, let’s dive into some detail as to why this change was made.

The current system doesn’t validate the email addresses of your clients, which has led to poor deliverability for all Subscribers. Looking at reports of email deliverability for just one day and just four email providers, we can see that over 100,000 emails failed to deliver to clients.

Email Deliverability Through Flexmls by Email Provider:




(Flexmls Email Delivery Daily Report, 7/1/2015)

How does this happen?
When emails from Flexmls are sent continuously to email addresses that are not opening them, it causes those email providers to no longer allow Flexmls emails to be received at that domain. Many email spam filters keep a running average of open rates by the sender’s domain. Once a domain’s average open rate falls below a threshold, messages from that sender’s domain can be blocked, blacklisted or junked.

The email system is a shared resource; the actions of other Subscribers affect the deliverability for everyone. Frankly put, the current system is being abused by those who do not follow email marketing best practices.

The new opt-in only system will ensure that email addresses added to Flexmls Subscriptions are valid. This is an industry-wide best practice. We expect the deliverability numbers above to rise greatly under the opt-in system as Flexmls will reduce the volume of auto emails to bad email addresses.

The 90-day email expiration rule is not new. In fact, it was introduced 5 years ago. The rule today allows a Subscriber to renew an Auto E-mail regardless of whether or not the person receiving the emails is opening or even receiving them. With an automatic expiration system, the benefit is two-fold. For one, if your clients are looking at a link in at least one of their Subscription emails every 90 days, you will never need to remember to go into the system and manually extend their automatic emails. Secondly, by opting out email addresses that have not clicked a Subscription in 90 days, it helps to ensure the security and deliverability of emails for Subscribers with clients that are utilizing their Subscriptions.

Please note the opt-in system only applies to automatic emails, manual emails through Flexmls do not require an opt-in.

Flexmls: Auto E-mails Now called Subscriptions

This post is part of a series explaining the new email and portal system in Flexmls. To read the entire series, click here or you may view the PDF.

As part of the switch to a permission-based email system, Flexmls will no longer use the term Auto E-mail. Instead, automatic notifications of new listings will be known as Subscriptions. All of the methods in which you could previously create Auto E-mails remain the same.


Flexmls: New Scheduling Options for Subscriptions (formerly Auto E-mails)

This post is part of a series explaining the new email and portal system in Flexmls. To read the entire series, click here or you may view the PDF.

When adding or editing a Subscription, there is now a new option to send the emails ASAP – in other words, as soon as possible. If ASAP is selected, the Subscription will be sent to the selected contact(s) within minutes after a listing is added or changed in the system. Unlike daily or monthly Subscriptions, where the email contains multiple listings that match the search criteria, separate ASAP emails are sent for each listing that matches the search criteria associated with the auto Subscription event. ASAP emails will be delivered in the same format as daily Subscription emails, but will be for a single listing.


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