The Greater Boston Real Estate Board, one of the state’s largest providers of real estate forms for the industry, is about to face some fierce competition in the marketplace from the Massachusetts Association of Realtors.

MAR officials have announced the organization will debut its latest product line, MassForms, sometime in late January or early February. Included in the MassForms line are 46 commonly used forms covering everything from purchase-and-sale agreements to lead paint notification to property listings.

The move will for the first time give local Realtors and Realtor associations access to forms provided by the state organization and used consistently in all parts of the commonwealth. MAR officials said a chief concern among its members was inconsistencies in forms produced by different local organizations, and they see MassForms as a solution to the problem.

But, as MAR Executive Vice President Robert Nash acknowledged, MassForms will also provide the association with a new revenue source, although he downplayed the significance of that revenue.

We didn’t go into this with the revenue in mind, but yes, we’ve priced some profit into the forms, though it’s not a major revenue, Nash said.

Once the MassForms hit the street in coming weeks, the MAR product could siphon profits from GBREB, one of MAR’s local associations that has turned real estate forms into a major source of revenue for the Beacon Hill-based organization.

One of the favorite sayings of GBREB officials over the years has been If you’ve signed a lease anywhere in Massachusetts, chances are it was on a GBREB form. And GBREB CEO Edwin J. Shanahan said despite the new competition, that will still be the case.

The forms, for rental properties and properties for sale, of the Greater Boston Real Estate Board have been the standard in the industry for 40 years, Shanahan said of the approximately 45 forms the organization produces. We’re fully confident that people will continue to trust, acknowledge and appreciate the validity of GBREB forms.

Shanahan could not provide figures as to how many forms GBREB sells annually, but he did say It’s a significant business product for us.

Do we want to see competitors? No, he continued. No one wants to see competition for their successful product.

Still, even facing competition, Shanahan said GBREB forms would still be regarded as the industry standard.

In motor vehicle vernacular, [GBREB forms] are the Cadillac of real estate forms. People have been used to riding in a Cadillac for 30 or 40 years. Can you use a new motor scooter to get around? Sure, but you’re going to have problems with it. Our customers who want to have the best protection will continue to ride in the Cadillac, Shanahan said.

There is substantial competition out there, Nash said. We don’t think it’s going to be an easy ride. But we’re offering an alternative in the marketplace, and we’re offering it at a reasonable price.

The reasonable price Nash refers to is another factor that separates the motor scooter from the Cadillac. Shanahan said the GBREB forms sell for about $1 to $2 apiece, depending on the type of form needed.

MassForms, on the other hand, are sold in blocks of 100 each. MAR member prices range from $6 to $32 per 100 forms. Non-members pay between $12 and $64 for the same forms.

‘Risk Reduction’
In addition to traditional paper forms, MassForms will be available on disk and will also be available through an Internet download once the new MAR Web site is up and running, Nash said. The disks, which contain all 46 forms, will be available for $150 for members and $252 for non-members. That fee includes unlimited use of the forms for a year. Secondary licenses for additional users are extra. The computer-based forms run on ZipForms software, the same format used by the National Association of Realtors for its programs.

Linda O’Connor, manager of Century 21 Goodnow in Danvers and chair of a number of committees over the years that have studied statewide forms, said the MassForms is the result of discussion that has been ongoing since the early 1990s. As we began selling homes across regions and running into different forms, we said ‘We need the ability to have consistency,’ she said. Back then we had 21 different boards, which meant 21 different forms. It was difficult for the consumer, and the members were screaming for something better.

At a MAR retreat in 1998, statewide forms were named as one of 12 goals for the association, and work began on that goal in 1999. Many volunteer hours and a lot of time by attorneys went into this. It’s pretty spectacular, O’Connor said.

O’Connor said having 21 different sets of forms not only caused confusion among Realtors, but was a financial drain because each local board would have to hire its own lawyer to come in once a year to review and update the forms.

For me, this represents a risk reduction and an increase in the trust factor, O’Connor said. The more we see the consumers driving the industry who are savvy and intelligent, we have to look at ways to reduce costs and make things run more efficiently. This is a new way to do it.

It’s a whole new way of doing business out there, and you can’t apply old rules to a new ballgame.

Joseph Delaney, a Realtor with Coldwell Banker-Hunneman in Canton and chair of the workgroup that carried out the development of the forms, said one of the most interesting and challenging aspects of creating MassForms was taking into account the differences found in different areas of the state.

The forms and customs in the Berkshires were different than on the Cape, which was different from Boston. It was a great learning experience, Delaney said. Working the language of the new forms was very interesting. We worked hard to get a consensus. Some of the work was painstaking.

MAR will solicit feedback from each local association about the forms throughout the next year to make sure the standardized form addresses the needs of each region, and may make changes accordingly.

Delaney said that although it was difficult, getting one standardized form was necessary. Some boards were large and sophisticated, and other boards were very lean, he said referring to production of forms. One area would be dominated with forms, other areas would be hit or miss.

While many Realtors may want to use MassForms, Delaney added that it is not mandatory.

Both MAR and GBREB tout the legal soundness of their forms, and both say their forms are periodically updated to reflect changes in the law.

Phil Lapatin’s name speaks for itself, Shanahan said of GBREB’s general counsel of 25 years who, along with Counsel Richard J. Sullivan Jr. reviews the forms. Our forms have been tested in the courts, and that has convinced us these forms provide the best protection.

As for the legal expertise behind MassForms, a marketing brochure introducing the product boasts: Attorneys representing all segments of our profession as well as Realtors giving countless volunteer hours came together and added crucial input to our Outside Counsel Robert S. Kutner, who some say is the perfect legal mind in the state of Massachusetts to author real estate forms.

MAR plans to market its forms through local Realtor organizations and has signed agreements with 16 of them so far. The marketing agreements are not exclusive, Nash said.

Marketing of the MassForms line, though not extensive yet, has already produced results. Word of mouth and a brief e-mail announcement have sparked a number of calls and pre-orders to MAR’s Waltham offices. There have even been reports that Realtors calling MAR for the forms expressed frustration because they haven’t been able to get the forms right away. The first announcement was broadcast over e-mail Dec. 30, 1999, although the message did state that MassForms would not be ready until late January.

Shanahan said GBREB officials have discussed marketing of their forms, but not as a direct response to the latest competition.

We’re always talking about how to better serve our customers, he said. It’s an ongoing discussion of how we best get the message out to all corners of the commonwealth. Are we looking at a specific campaign? No, but we are looking at how to better market things. Are we scrambling to put something together? No.