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Mark Lesswing and the "Information Free Radicals" Theory at Inman Connect NYC 2008

BrokerIPTV: I am with Mark Lesswing, he is the CTO for the National Association of Realtors, from heard Inman connect 2008, New York city, and I know Mark you are a, I dont know if you on stage the other day when Brad inman was talking about some past subjects and ideas of day through, this year's them being the market, I am just curious what the Chief Technology Officer for the National Association of Realtors is thinking in regards to 2008, where we are going with our technology there?

Mark Lesswing : Mark, thanks, the great question by the way. So if you look at where the technology is going and the impact on the market that we have had, all though the but connecting with the consumer here and the slow down is really with me so we don't erode confidence of the consumers. So less in engaged in this conversation it keep in the conversation as the market comes back. So technology have come forward such as a social media phenomenon of videos engaged the consumer. Even the main happy to buy right now or sell right now they are engaged, so the more we engage them, then we can weather the storm as a market turns around they are going to turn right back to the real estate professional.

BrokerIPTV: What are we doing at move.com or realtor.com as far as trying to put Realtors move in the transparent mode?

Mark Lesswing: I think you have seen in the last 6 months, more tools they are really engaged the consumer. You want to get engaged consumers they feel empowered. If you look at some of the great thinkers and the early partisans like Marshall McLuhan and some basic marketing things of mediums of message and the users of context. You are seeing the [inaudible] move to the uses the context, they feel empowered of with new tools it, search techniques build a map communities skip it, then involve so the website about them so they uses the context, it is not about the listings that are there. The listings are the basis they with drawl, but you must engage the consumers.

BrokerIPTV: Right, exactly, I guess what you may be move, realtor.com and we have the out side third parties where are there be the Trulia's of the world the Zillow's, I think we see may be some out side third party pressure moving towards realtor.com to make it be the best, stay on top, do you find that out side pressure is making realtor.com have to be more competitive to stay up there.

Mark Lesswing : Oh, absolutely, it has be have a competitive market it is good for all the players, even the top player. So competition is good, when you don't have competition you get in the situation is no body pushing you. Okay, so a player will really start to connect with consumer that way who really good for realtor.com. So make sure that they are going to keep on the top edge.

BrokerIPTV : I think so a things were seeing out there at least my own feeling is lot the information on the trulia of the world and zillows of the world is not the all the information. It is not all the homes for sale, it is lots of the homes for sale that have been off the market, not on the market for 30, 60 days... is not policed as much, perhaps because it is fully not direct MLS feeds. So I think I that maybe we will turn to the subject of information free radicals, give us some of your thoughts on that concept.

Mark Lesswing: Sure conceptually information free radicals is information that itself erodes trust, just as free radicals pass by and cause cancer, you don't want to have cancer that infects the relationship and trust between the consumer and the real estate professionals. So as we have information out here that is not accurate, not timely, which you kind of doing is eroding the trust is to we had the get back and I call that concept on information free radicals.

BrokerIPTV: That is excellent concept that I think ultimately the consumers are going to make the choice regardless of what site it is who is putting it up in that very mode right there and as far as having all the information and relevant information, so very important. Well, thank you very much and I will let you get back to your interview up on stage here. Thanks Mark.

Mark Lesswing: Okay Mark.