The relationship between brokers and their MLSs has evolved—and so have broker expectations. According to the WAV Group Brokerage Utilization and Access Study Part 2, brokers are no longer just looking to the MLS for listing access. They’re looking for help simplifying the overwhelming tech environment agents operate in every day.

The creation of broker-branded dashboards are one of the clearest opportunities for MLSs to add value. These portals would allow agents to access all their MLS and brokerage tools in one unified place, under the broker’s brand and structure.

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Nearly two-thirds of brokers in the WAV Group study said they want a single dashboard that combines MLS and brokerage technologies. They’re asking for simplicity and clarity. And many are frustrated that agents must jump between multiple systems to complete even basic tasks. The current fragmented approach not only hurts efficiency, but it also erodes the value proposition of both the MLS and the brokerage.

From the broker’s perspective, it’s not just about tool access. A unified dashboard can also become the central hub for communication. Right now, most brokers still rely on email to notify agents about trainings, updates, and company wins, but the effectiveness of that approach is dropping. Worse yet, internal company messages often get buried beneath client correspondence and marketing emails.

By contrast, an MLS-hosted, broker-branded dashboard creates a space where agents naturally go every day. It’s where they search listings, access transaction tools, or generate CMAs. Adding broker content into that same environment gives those messages and technologies much higher visibility and engagement. It also gives brokers a more consistent and modern way to stay top-of-mind with their agents.

From the MLS side, this is a chance to move beyond simply providing access to data. It’s a way to foster deeper collaboration with brokers, reinforce MLS value, and build goodwill across your subscriber base. And in a world where brokers are often managing participation across multiple MLSs, those partnerships matter more than ever.

Download WAV Group Brokerage Utilization and Access Study Part 2

Brokers aren’t asking MLSs to build everything from scratch. In many cases, they just want the ability to configure an agent experience that makes sense for their business. That might include branded logins, curated tool tiles, space for company videos or event reminders, and support for tracking agent engagement across systems. Many brokers we’ve spoken to like the dashboards MLSs are already offering, but they would like the ability to add broker tech offerings alongside MLS offerings.

Some progressive MLSs are already offering this type of capability, and the response has been strong. When agents see their brokerage identity reflected in their daily workspace, it reinforces culture and cohesion. And when they can access everything in one place, their productivity and satisfaction improves.

This isn’t just a nice-to-have. It’s a competitive advantage for MLSs and the brokerages they serve.

Brokers are juggling multiple tools, multiple logins, and 75% of the respondents belong to multiple MLSs. A dashboard that brings everything together can reduce confusion, improve adoption, and deliver a better overall agent experience. For MLSs that want to strengthen relationships and deliver more value, supporting these dashboards is a direct and meaningful step forward.

With the removal of compensation, MLSs need to find ways to create tangible value for their brokerages. After all, it is the brokerages that bring MLSs their customers. Enabling a better user experience through broker-branded dashboards is one terrific way for MLSs to step it up to demonstrate they care about the success of their customers. 

Download WAV Group Brokerage Utilization and Access Study Part 2

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