Most brokerages and agents operate in multiple MLSs. In fact, the WAV Group Brokerage Utilization and Access Study Part 2 found that 75% of respondents belong to more than one MLS, and a full 18% operate in more than ten.
Brokers operating in multiple MLS have an avalanche of complications they have to deal with – Slight market by market variances in Rules and Regs, redundant fees, patchwork quilt of data, Duplicate/triplicate data entry, and market specific tech tools. Operating in multiple MLS increases the complexity of running a brokerage and can take a bit out of the already razor thin broker margins.
Agents that operate in multiple MLS markets have an even tougher time than normal keeping track of the best ways to use different flavors of MLS, public records, transaction management and showing software. Today, many MLS have their own login portal, transaction management system, listing entry process, and support structure. Agents are forced to learn multiple versions of similar tools, often with slight differences in data fields and requirements. And this complicated collection of technologies can make it even harder for brokers to get their agent’s attention to adopt the brokerage’s tech stack.
Download WAV Group Brokerage Utilization and Access Study Part 2
For brokers, the cost is both financial and strategic. Beyond paying multiple access fees, they’re also investing in duplicative training, support, and technology infrastructure just to maintain a consistent experience across markets. Worse still, the data their agents need is split between systems that don’t always talk to each other.
This level of fragmentation makes it extremely difficult to deliver a unified technology experience, promote consistent branding, or gather meaningful analytics across the business. It also limits a broker’s ability to identify which tools are performing best because performance often varies depending on MLS participation, not just agent behavior.
Brokers are calling for better cooperation across MLSs, smarter regional integrations, and consolidation. All these efforts are easier said than done. Some take years to accomplish, if at all. In the meantime, there may be one important step MLSs can take to simplify technology adoption, and usage.
In the WAV Group study, nearly 2/3 of brokers expressed interested in a dashboard where agents can access broker AND MLS technologies all in one place.
One of the most promising short-term solutions is the creation of centralized dashboards that span multiple MLS organizations. What if an agent can log-in to a broker-branded portal and access brokerage and technologies multiple MLS organizations in one centralized spot? This concept can give brokers a common layer of control over branding, access, and communication, even if the underlying MLS platforms remain separate. It’s not a replacement for broader consolidation efforts, but it’s a practical step that can help bridge the usability gap today.
Download WAV Group Brokerage Utilization and Access Study Part 2
Logically it just doesn’t make sense to require 75% of brokers to belong to more than one MLS and it really does make sense to require some brokerages to pay for 10 MLS subscriptions and ten IDX feeds 10 times just to do business. It is equally as unreasonable to expect agents to work productively when the data and technologies they need to support their clients is fragmented, and confusing. The current reality is simply unsustainable.
The future of real estate depends on more fluid collaboration. Brokers, MLSs, and technology vendors need to come together to reduce redundancy and create systems that support, not make it cost prohibitive for brokers to operate in multiple markets.
Download WAV Group Brokerage Utilization and Access Study Part 2
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