In the 20+ years WAV Group has been fielding MLS Customer Satisfaction Surveys we have noticed one indisputable FACT. The MLSs with CEOs that lead with their heart and demonstrate empathy and passion for their subscribers are the ones that have earned the most customer loyalty.
Every MLS serves several critical functions providing technology and training, curating and licensing data, enforcing rules, and providing customer support. The ones that stand out go beyond operational excellence. They lead with heart. These MLSs show empathy, understanding, and a deep customer-centric mindset in everything they do. They do everything they can to deliver real-time support 24/7 and empathize with just how difficult it is to be a commission-only salesperson or a brokerage with razor thin profit margins.
Whether it’s through a phone call, a walk-in appointment, a live chat, or a training session, MLSs with heart make sure their members feel welcome. They train and reward their staff not only on systems, but on empathy and efficiency. They answer the phone with a smile you can hear. They take a few extra minutes to ask how someone’s day is going. Those small moments of connection make a big difference.
Starts at the Top
In every one of the top performing MLSs that work with us via the WAV Group Customer Experience Index Survey, the “customer comes first” attitude starts at the top. The MLS CEO’s that really care are always striving to hear and respond to customer requests faster and more effectively.
What Does It Mean for an MLS to Have “Heart”?
It’s relatively easy to measure how many have participated in training, called in to the help desk or engaged with a particular technology. It is more difficult to measure whether your MLS customers feel cared for. MLSs with heart don’t believe their job ends with delivering standard MLS services. They make it known that will be there for their subscribers whenever and however they need them. Weekend and evening text messages from subscribers are common. Impassioned pleas to update policies requested by brokers are regular occurrences. Technology glitches, bugs, or outages are well-communicated. Proactive MLSs with heart find creative workarounds. They don’t leave their customers hanging. They go to bat with each of their technology providers to prioritize the upgrades and updates their customers are asking for.
Most importantly, the best MLS leaders recognize that succeeding in real estate is really hard. Even if they have never been a practitioner themselves, they understand that selling real estate is unpredictable, competitive, and often isolating. They make it their mission to bring warmth and humanity into every customer touchpoint
I can pick out one of these amazing customer-centric MLS leaders a mile away. You can hear the passion and undying commitment in their voices and definitely see it in their actions. These are not the leaders that are pushing to get on stage at conferences. They are the ones that put their head down and just do the right thing.
Even When You Can’t Say Yes
Of course, not every request from a real estate agent or broker can be accommodated, but MLSs with heart know how to handle those situations with grace. They take the time to acknowledge the request, explain the rationale behind their policies, and show appreciation for the member’s feedback even when the answer is “not now” or “not possible.”
Tone matters. If your members walk away feeling heard and respected, they’re far more likely to stay engaged and cooperative, even if their suggestions aren’t adopted. That’s the difference between being seen as a bureaucracy and being seen as a partner.
How Do You Know How Your MLS Subscribers Really Feel?
Most MLSs don’t intentionally come across as cold or overly strict. But some MLS staff do get burned out and even cynical because they interact more with those that not compliant. Without asking for feedback from your customers, how do you know if you and your staff are projecting compassion?
Measure what Matters
The WAV Group Customer Experience Index Survey has been designed to help every MLS get a read on customer attitudes and brand loyalty. Now on its fourth year and having surveyed over 1 million practitioners collectively, the program delivers on five key components.
Deep Local Customer Insights
First, it provides you with deep local insights and AI-based evaluation of comments to ensure you never miss a comment or theme that will improve your customer relationships. The report delivers several specific, actionable and affordable suggestions to continue to improve the relationships with your clients.
Benchmarking vs. fellow MLSs
Second, the WAV Group Customer Experience Index provides you with anonymized benchmarking for all 7 of the key deliverables for every MLSs. With this perspective, you can better measure the key strengths of your MLS and areas where you can continue to improve.
Measure Improvements – Year over Year Trending
Participating MLSs have been able to quantify significant improvements in customer satisfaction and engagement by implementing the suggestions provided by WAV Group and the feedback provided by customers. MLSs newly formed by mergers use the WAV Group Customer Experience Index to set a baseline for customer appreciation and then track results over time.
Celebrate Wins and Motivate Staff with BEST MLS Awards.
The BEST MLS Awards are awarded to those who meet or beat industry benchmarks. These badges of honor can be shared on websites, social media, customer communications and can also be used to gain consumer press coverage.
Master Mind Best Practices Sessions
Fifth, the program invites all participating MLSs to share ideas and best practices via online Master Mind sessions. These highly interactive discussions are a great way for every MLS with a heart to learn from others.
If you are an MLS that strives to lead with heart and empathy, then you are a perfect candidate to participate in the WAV Group Customer Experience Index. With this proprietary program unlike any other, you will gain practical and actionable insights you can put into action. You can celebrate your hard work and can learn from fellow MLSs also with a heart.
If you would like to learn more about the program to get a read on your MLS in 2025 after the removal of compensation now is a great time! If you want to budget for this powerful program for 2026, we would love to speak to you.
