Analyses

I. Goal

To continue with the high quality training offered by Metrolist, the Internet offers an excellent opportunity to reach members who desire training but do not have the opportunities or the will to attend in-house classes.

Since 2003, Metrolist has offered product training online via the MYmls.com Online Classroom and the MYpdc.com Online Classroom. Each of the online training offerings were built utilizing authoring tools such as Macromedia Flash, Macromedia Dreamweaver, Adobe Photoshop, and, in later updates, Macromedia Captivate. Both were designed to be engaging, but due to environment and skill set restraints, the level of interactivity was limited to animated demos.

In early 2005, Metrolist began the process of building a new, internet-based MLS system. New products will be offered in staged deliveries over a period of eighteen to twenty-four months. As MLS products are released, training will be available to customers and employees via e-Learning modules and instructor-led classes.

The overall goal for Metrolist’s online training catalog for new MLS product training is true interaction between the learning modules and the user. According to Michael Allen, a pioneer in the e-learning industry and author of Michael Allen’s Guide to e-Learning, the most effective e-Learning environments provide a coherent context and an opportunity for learners to practice in a simulated environment. Therefore, Metrolist’s new MLS system e-Learning products will adopt a context-simulation paradigm, extending the existing instructor-led philosophy into the online learning environment.

II. Organizational Analysis

Metrolist, Inc. is a regional real estate multiple listing service (MLS). Essentially, the company has no direct competition in the market and functions as a legal monopoly. The purpose of an MLS is to be an organization whose members are afforded two main benefits. Benefit one: cooperation and compensation – if a buying agent and selling are brought together and both are members of the MLS, each is insured cooperation and full monetary compensation. Benefit two: accurate data – by being a member of the MLS, customers can expect that property listing data is current and accurate. This is achieved through detailed rules and regulations each member must abide by. Currently, Metrolist services over 18,000 customers.

Functioning as an MLS for over twenty years, Metrolist is among the most established and respected within the real estate industry. Initially starting as a real estate MLS with a weekly book as it’s product, Metrolist moved into the Information Age with the development of a computerized database of listing data in 1984, served by a direct dial-up, Legacy VMS-based architecture. In the succeeding years, Metrolist became the dominant MLS in the Denver-Metro area, as well as an emerging leader in the national MLS industry. In 1998, Metrolist offered an Internet-based solution for searching the company’s listing database. Titled MYmls, it offers a friendlier interface and a cleaner look to the data with something previously only available in the published book: photographs. Based upon the Active Server Page model, the company offered yet another way for customers to access MLS data, and, in time, add listings via the Internet. In the years since its inception, and as the price of high-speed Internet connections dropped or became available, usage of the website skyrocketed. As of this writing, Metrolist is in the process of designing and building an entirely new MLS system, components of which will be delivered to its customer base over the course of 18 to 24 months.

The company’s customer base relies on the data Metrolist houses to do business. Therefore, training customers to use the products is of high importance to both the people who use the system and the company itself. Since 1987 Metrolist has offered free training courses at its Greenwood Village, Colorado facility; class curricula includes basic to advanced usage. With additional products came additional classes and as of this writing, the company offers eight instructor-led courses, all three hours in length, to customers. Additionally, the sales staff offers free training at any member’s office.

Support for this learning initiative comes from the upper management on through the rest of the organization. Development of learning projects is in concert with the organization’s mission statement that reads:

…to increase real estate professionals’ value by enabling Broker cooperation and compensation agreements that facilitate centralized and standardized sharing of listings with results in: Brokers’ access to an extensive listing inventory and a framework for cooperative compensation, Metrolist’s special advantage to pursue opportunities and develop value added services, an efficient marketplace to benefit the buying and selling public."

III. Audience Analysis

Demographics of Metrolist’s customer base are wide-ranging in general, but each member has some occupation, full or part-time, that deals with real estate. Predominately, customers are real estate agents or appraisers spanning a wide range of ages, from 18 to 90. All who are members of Metrolist’s MLS are real estate professionals, or administrative staff, whose job responsibilities rely on the MLS to facilitate transactions.

The intended audience for this initiative is professionals who desire to extend their customer service to exceptional protection of private information.

Assumptions can be made about the target audience. Users will:

• have access to an Internet-enabled computer
• have some prior experience with using the Internet and World Wide Web as a business and personal communication medium
• be members of Metrolist’s MLS
• have some working knowledge of personal computing
• regularly deal with sensitive customer data
• have knowledge of basic Internet browser functionality

By offering multiple learning opportunities and methods of delivery, the goal is that Metrolist members will be more satisfied with their training experiences.

IV. Needs Analysis

Background

The need to extend Metrolist’s training offerings online was recognized in 2001 by Metrolist’s Management Team. Present Training and Education Manager Geoff Humphrey was hired, in large part, to facilitate the e-Learning initiative. Metrolist Training, at that time, was relying solely on instructor-led courses for customer product training. Classroom-based, instructor-led training was, and to a large degree still is, the cornerstone of Metrolist Training and Education. Offering an online training option was the next logical step.

In early 2003 Metrolist’s Online Classroom was launched and was met with great praise from customers who desired product training 24/7/365. Soon after launch, Metrolist Training and Education sought and was gained approval by the Colorado Department of Regulatory Agencies to offer six hours of real estate licensure continuing education to customers who completed and passed an online exam.

In late 2003, Metrolist Training and Education built and launched PDC’s Online Classroom – a companion site focusing on the MYpdc.com public records product. Six hours of continuing education was secured for this offering as well.

In early 2005, Metrolist announced plans to build a completely new MLS system based on Microsoft’s .Net platform. The system, labeled NextGen internally, was envisioned to be the “best of breed.” Metrolist Training and Education department, in concert with the “best of breed” espousal, re-evaluated its online training strategy and concluded that more interactive, context-rich e-Learning should be built to accompany all New MLS product applications. Further, instead of relying on the cascading, “waterfall” methodology of the ADDIE instructional design process, Metrolist Training and Education would adopt the Rapid Prototyping methodology for e-Learning courseware production.

Synopsis

To extend the value of Metrolist Training and Education e-Learning, the focus of courseware build will be to utilize the context-interaction paradigm to simulate product behavior as closely as possible in authentic situations.

To present instruction, an overall context for the course will be crafted and given to the learner. Then, the learner would be guided through the product with prompts to perform certain actions that simulate software performance. Once Metrolist’s Learning Management System is installed and operational, all e-Learning courses accessed by customers and assessment scores will be tracked, and certificates of continuing education will be administered.

Current State

Currently, Metrolist Training and Education offers two e-Learning opportunities: MYmls.com Online Classroom (formerly Metrolist’s Online Classroom) and MYpdc.com Online Classroom (formerly PDC’s Online Classroom).

Usage for these two products is not tracked due to the site’s architecture; therefore an accurate picture of utility is not available.

A survey, however, has been available to customers using the e-Learning courses. This survey attempts to measure the utility of the courses as whole, as well as individual modules.

Samples of utility-based questions from the survey on are as follows:

VI. Resource Analysis

Expected Date of Launch: September 9, 2006.

Update: September 10, 2006. The first version of CMA 1.0 e-Learning was launched successfully at 11:00 am, September 9, 2006.

Update: September 17, 2006: Bug fixes were released.

Update: September 25, 2006: The second version of CMA 1.0 e-Learning was released. This version employs a greater level of interactivity to more closely simulate product interaction. Additional copy was added to provide more context.

These three releases are in keeping with the rapid prototyping methodology. Due to a very tight timeline to deliver e-Learning along with the CMA 1.0 product release, the first release was essentially a prototype (to get the instruction “out there”), the second release was a refined prototype, and the third release was the final product.

Internal Resources

• Resources for this project will be initially culled from the Training and Education Department who will provide the bulk of man-hours needed to complete the project. However, the MarCom department will assist in development on an as needed basis.
• The Training and Education Manager will complete instructional design and course development using the variety of tools available, employing the rapid prototyping methodology.
• The MarCom department will provide graphic design.
• Both the Training and Education and MarCom departments will provide copy writing.
• MarCom and Training and Education will test the products.
• Applications will deploy the product on the live servers as part of the normal content release schedule.

External Resources

No external resources are needed for development nor does any additional hardware or software need to be purchased.

The product will be housed on the same server that the MYmls.com Online Classroom and MYpdc.com Online Classroom products reside.

Design

1. Project Objectives
2. Provide an easily understandable, audience relevant, context-rich learning interaction.
3. Provide an environment that effectively simulates actual user-product interactions.
4. Motivate the learner to see value in the CMA 1.0 product.
5. Foster a greater understanding of the CMA 1.0 product as well as it’s associated behaviors and uses.
6. Users will be able to transfer and apply the concepts presented in the e-Learning environment to actual practice.

II. Instructional Strategy

CMA 1.0 e-Learning will focus on providing as authentic of an experience as possible for the learner. To this end, a well-designed, contextual simulation will be the goal.

Context

The e-Learning product should effectively provide a concrete, applicable, and relevant context for learners. The audience is real estate professionals; therefore, an applicable situation where they would use a CMA will be presented to set the stage for learning.

This philosophy is a carry-over from previous Metrolist online learning products and current instructor-led classes. The context presented in the new MLS e-Learning modules will carry throughout the entire breadth of each module to aid in learning transfer.

Motivation

To stimulate motivation, the learner will be presented with a goal and a series of authentic tasks in the simulated environment to assist them in reaching the goal.

The learner will be expected to proceed through a pre-described set of tasks, clicking buttons and entering text as if they were using the product. Prompts for action and feedback will be provided as the learner progresses through the simulation.

The learner will also have the option to view an automated simulation if they do not wish to click buttons and enter text.

Simulation

Using Macromedia Captivate’s tool set, the development team will capture and edit the simulation to effectively recreate the interactivity of the CMA 1.0 application. Captivate also has the ability to export SCORM manifest, so all button clicks and text entry can be tracked by a learning management system. This will be an option for future releases.

III. Prototype Specifications

In fruition, the e-learning application will be a fully functioning, coherent website grounded with solid instructional objectives (hence this document). Macromedia Captivate, which published to the .swf format, has been chosen to develop the learning modules because of the program’s powerful product simulation tools.

Development Media: Macromedia Captivate, Macromedia Dreamweaver, JavaScript, Adobe Photoshop, and Adobe Acrobat

Development Platform: Windows, Macintosh

Delivery Method: Internet (Web-based)

Delivery Media: Flash (version 7), HTML (version 4), Internet Explorer or other Web Browser, Adobe Acrobat Reader (version 6)

Delivery Platform: Any Internet-enabled OS with appropriate browser plug-ins

Site Structure: 7 learning modules (see Instructional Strategy above) intended to take minimal time but to yield maximum learning benefits through effective presentation of context and simulation.

Development

I. Context

Intro – Overall Context

You are currently representing a client in the sale of their home located at 7780 South Dexter Court in Centennial. After visiting the property to inspect conditions and consult with the owners, you conduct extensive research using MYmls.com and MYpdc.com.

Your MYpdc.com research results in an Assessor Property Profile, a Deed Property Profile, and a Deed Comparative Market Analysis (CMA) that includes new builds and For Sale By Owner (FSBO) comparable properties.

Your MYmls.com search retrieves numerous comparables, either on the market or recently sold. Because your client’s property was listed in MYmls.com within the last three years, it is included in the search results among recently sold properties. Armed with comprehensive knowledge of the subject property and surrounding real estate market, you are finally ready to prepare a CMA and deduce a reasonable list price for your client’s home.

Comparables

You conduct a search in MYmls.com to find comparables and discover over 30 properties. Diligently, you examine each property and narrow the number to 17, keeping only the properties that truly compare to the subject property.

As a bonus, one of the comparables happens to be the subject property you are preparing to list. The CMA 1.0 Copy To Subject function saves you time by auto-populating all subject property sections with listing content from the comparable of choice.

Subject Property

Referencing your subject property research and the MYpdc.com Assessor Property Profile, you can now verify the listing content that was copied to the subject property and correct any errors or omissions.

While you were visiting the subject property, you had the foresight to snap a few exterior and interior pictures with your digital camera and download them onto your computer. You upload the best exterior photo for your CMA reports to give your presentation a more professional look-and-feel.

Adjustments

To be as complete and accurate as possible, you conduct appraisal-style adjustments for characteristics in each comparable property based on your knowledge of the current market. Comparables’ prices will move up or down as you adjust their characteristics to match the subject property’s corresponding characteristics.

Net Equity

You know your client will appreciate a complete picture of the costs involved with selling their home. Using the detailed Net Equity worksheet, you provide an estimate of how much money they’ll ultimately make when their property sells.

Prepared For

You know your clients will value a professional, customized CMA presentation with personal touches that set you apart from the competition. Personalize your CMA by including your client’s name, address, contact information, and presentation date.

Prepared By

As a real estate professional, you have progressively cultivated your business and marketing practices. Consequently, you would like your CMAs to project the professional image you have worked hard to craft.

To uphold this image and ensure communication lines are kept open, you feature your photograph or logo along with the latest contact information, including the new website you just launched.

Reports

Your comprehensive CMA reports will reflect the extensive preparation time and effort put forth, and you are confident your client will be pleased with the professional presentation you’ve assembled. Well done!

II. Prototype Screenshot

Implementation

I. Delivery

Delivery of CMA 1.0 e-Learning will coincide with the product launch on September 9, 2006. Due to resource constraints, the initial release will feature limited interactivity – essentially, the modules will be demos. In the weeks after launch, CMA 1.0 e-Learning will be refined and updated, eventually adopting the context-interaction paradigm detailed in the Goals section of this document.

Projected Timeline

• September 9, 2006: CMA 1.0 e-Learning launch to coincide with the CMA 1.0 product launch
• September 16, 2006: CMA 1.0 e-Learning update – context. Add relevant situational text.
• September 23, 2006: CMA 1.0 e-Learning update – simulation. Add interactive elements to simulate product.
• September 30, 2006: Clean up release.

CMA 1.0 e-Learning will be available via the MYmls.com website in the Training Information section.

Users who wish to launch the e-Learning modules click the appropriate link in The New MLS System from Metrolist sidebar and then choose a module to view.

Evaluation

I. Utility Survey

On October 25, 2006 a survey will be launched for those who use the CMA 1.0 e-Learning to gauge utility and relevancy.   Results will be posted after the survey is completed