California Regional MLS (CRMLS) has announced the launch of a new promotional campaign, “CRMLS 2025: Value Redefined,” which seeks to rethink what an MLS stands for and how it can help its users communicate the value they bring to the real estate business.
The new campaign aims to address the anxiety and uncertainty felt among real estate professionals following the commission lawsuits and state of upheaval the industry has experienced over the last year, CRMLS stated. With the philosophy that the situation for real estate professionals is “different, not difficult,” CRMLS has outlined its major tenets and how they each assist CRMLS users with their day-to-day and long-term business goals in an effort to help those unsure of how to articulate their value better express what they can offer their clients.
“Obviously, 2024 was a revolutionary year in real estate, but now that the dust has settled a bit, it’s time we introduce the Value Redefined campaign,” said CRMLS CEO Art Carter. “This isn’t just CRMLS staking a claim on its own value; it’s about ensuring that all our users know they are still vital to the real estate transaction, even if how they communicate that has changed. While the structure of the business may be different, the intrinsic knowledge isn’t, so it’s on CRMLS to make sure all our agents and brokers know that what they provide clients is still invaluable.”
According to the organization, the four major pillars of CRMLS’s value, as stated in the Value Redefined campaign, are:
Focused transparency: No secrets, no withholding information, no tricks. CRMLS values being clear and providing relevant information with its users and consumers.
Broker-first philosophy: The MLS is a broker collective and thrives along with its brokerage community. CRMLS does all it can to guide brokerages and provide what they need.
User-oriented mindset: Every agent has the power to help themselves with help from CRMLS. The products, support services, and education team CRMLS offers are there to enhance their experience, add to their skills, and increase their knowledge.
Proactive vision: With the old ways of doing things behind us, it’s time to look towards tomorrow. CRMLS is deliberate about anticipating future opportunities and challenges – and taking action to shape and prepare for them ahead of time.
“We view the Value Redefined campaign as an opportunity to support our users as they continue to adapt to the new world that emerged from the uncertainty of 2024,” said Nicole Aguilar, CRMLS chief marketing officer and leader of the department spearheading the campaign. “2025 is a turning of the page, and the value that agents and brokers bring is unquestionable. We’re here to help them convey that value.”
The campaign will be communicated to CRMLS users via direct email, MLS dashboard content, social media, blogs and more, the MLS said, and has already begun with several new designs and initiatives that will continue throughout 2025.
To learn more about CRMLS, visit go.crmls.org
