The future of Multiple Listing Services (MLS) by 2030 hinges on who controls housing data, with AI poised to transform the role of brokers. Experts debate whether MLSs should evolve into AI-ready data infrastructure or focus on existing member services and data accuracy. The core question revolves around governing data access and ensuring transparency for consumers.
The control and governance of housing data by MLSs will significantly impact how consumers access property information, how brokers operate, and how AI systems are integrated into real estate transactions, potentially altering market transparency and efficiency.
The future of Multiple Listing Services (MLS) by 2030 is expected to be defined by who controls housing data, as artificial intelligence (AI) and evolving data practices reshape the real estate information ecosystem. While brokers will remain central, their role as gatekeepers is evolving.
Stephen Brobeck, senior fellow at the Consumer Federation of America, argues that consumer interest lies in total listing transparency, allowing sellers broad marketing and buyers access to up-to-date information. He points to historical precedents where litigation compelled NAR and MLSs to share listing data with public portals, moving away from broker-exclusive access.
Brokerages like Compass are pushing for more flexibility, allowing sellers to control how and when their properties are marketed, starting with private listings before broader exposure. Gary Keller, executive chairman and co-founder of Keller Williams, supports sellers' right to choose private marketing but also emphasizes the value of broad exposure and full disclosure of trade-offs.
Victor Lund, co-founder of WAV Group, suggests that MLS architecture needs to become AI-ready, with data structures adapting for machine interaction. He anticipates conversational interfaces where AI assistants handle tasks for agents, such as setting up client searches or retrieving listing histories. Lund also highlights the complexity of business rules and governance as crucial components alongside data itself.
Richard Haggerty, CEO of OneKey MLS, proposes a more pragmatic approach, focusing on the core functions that already make MLSs valuable and centering the design on the needs of brokers, agents, and consumers. He believes simplification and streamlining processes can enhance efficiency without compromising the accuracy and completeness of data, which he sees as the foundation of MLS.