Who actually controls MLS data — the organizations that steward it or the vendors and portals that profit from it?
The Hard Truth: Most MLSs Don’t Truly Control Their Data
Many MLSs believe they “own” their data because it’s collected under their rules and compliance structures. But in practice, most MLSs house their data on vendor-controlled servers, governed by vendor-written terms, infrastructure and development priorities.
This commonly accepted practice means when an MLS wants to add an innovative new product or integrate an emerging technology, the vendor often decides whether it’s “allowed.” Often, if a vendor perceives that innovative entry as competitive, integrations are mysteriously delayed, data transport methods get discontinued, APIs are not available, or conversations simply stall. Sometimes tech providers will say they are in support of the new product, only to turn around and charge ridiculous fees for data access. Try to get a copy of the Meta Data or Business Rules from your own MLS. What should be readily accessible and fully transparent to the MLS organization is mysteriously held back by a claim of intellectual property. How can someone else own Intellectual property for business rules designed by the MLS organization itself?
I can’t tell you the number of times this year I’ve watched vendors slow-play MLS innovation, blocking or delaying features that would help brokers compete more effectively in their markets. MLSs are often criticized for their inability to innovate when many times the ability to support brokers’ needs is completely out of their hands.
The Cost of Losing Control
When vendors or portals control an MLSs data environment, the organization loses the ability to act decisively on behalf of its brokers and real estate consumers. MLSs lose speed to market, negotiating leverage, strategic independence and data sovereignty.
Even worse, your data – the lifeblood of the MLS becomes a bargaining chip in someone else’s business model.
That’s how we end up in situations like this Zillow-OpenAI release: MLSs and brokers being informed after the fact that their data has been repurposed in ways that were never authorized.
Reclaiming Data Sovereignty
It’s time for MLS leaders to recognize that they are, in fact, the rightful stewards and decision-makers over the data entrusted to them by brokers.
What does that mean in practical terms:
– Hosting or co-hosting MLS data in neutral, MLS-controlled environments — not fully on a vendor’s infrastructure.
– Structuring vendor contracts that ensure MLSs retain data governance rights, access to business rules and the freedom to integrate with any technology they choose.
– Demanding that portals and syndication partners seek approval before redistributing data to AI models, training sets, or third-party systems.
– Building or joining independent data repositories that give MLSs control over access, licensing, and compliance.
The technology is here. The only question is whether the will to lead is.
Going to the Mat for Brokers
Brokers trust MLSs to protect their listings and their livelihoods. That trust means MLSs have to go to the mat, not just with national portals, but with vendors who put their own business models ahead of the industry’s progress.
We cannot allow “data partners” to become “data owners.”
We cannot allow innovation to be throttled because it threatens a vendor’s roadmap.
And we cannot allow others to decide how, when, and where broker data is used.
It’s time to remove the friction for innovation and get tough about enforcement.
Enough is enough.
Every MLS leader should take this moment to ask three hard questions:
- Do we truly control where our data lives, how it’s used and who can capitalize on it?
2. Can we add or integrate any technology we believe serves our members without vendor approval?
3. If not, what will it take to change that?
If you need help addressing this important topic and many others in your 2026 Strategic Plan, we’re here to help.
