Why is MLS value being questioned right now?

The removal of mandatory compensation offers has led 43% of real estate professionals to worry that MLSs will become less valuable. However, Marilyn Wilson argues that an MLS's true power has always been broader than compensation. The daily operational value provided by an MLS primarily comes from its technology stack, training resources, and support systems—often offering an average of 11 distinct technologies to subscribers. The challenge now is shifting the narrative from "cooperation and compensation" to highlighting these essential tools that drive business growth and client service.

What approach does Marilyn Wilson recommend for MLSs to stay relevant?

Wilson advocates for a "back to basics" strategy focused on communication and education. Instead of just launching new tools, MLSs should translate their existing technology suites into "Realtor speak"—explaining specifically how a tool generates leads, nurtures relationships, or creates stress-free transactions. By focusing on practical application rather than technical features, and leveraging partners for better content production, MLSs can demonstrate their indispensability in an agent's daily workflow.

How can brokers and agents get more out of their MLS dues?

The key strategy discussed is maximizing utilization of the included tech stack. Many agents ignore valuable tools like transaction management platforms or CMA generators that are already part of their subscription. Wilson suggests that agents should actively participate in training (which is becoming easier to produce via AI) and provide feedback. By engaging with the full suite of 11+ technologies typically offered, agents can significantly reduce their own operational costs while increasing efficiency.

Why does this matter for real estate technology leaders?

For tech vendors and MLS leaders, the focus must shift to eliminating friction. Wilson emphasizes that successful partnerships require deep data integration and seamless user experiences across platforms. Technology providers need to supply better analytics to help MLSs understand usage patterns—who is using what tool and when. This data-driven approach allows leaders to make strategic decisions about which tools actually drive member success and which are just creating noise.

Should MLSs build their own technology?

Generally, no. Wilson warns against the trend of MLSs attempting to become technology developers, citing high costs and the difficulty of long-term maintenance. While there are exceptions (like brokers building focused solutions for their own users first), the "build it yourself" route often leads to wasted capital—exemplified by the Remine case study. Instead, she recommends strategic partnerships or "custom instance" models where the MLS controls the data environment without taking on the burden of software engineering.

How does consolidation impact the future of the industry?

We are entering an era of "Open MLS" and increased consolidation, driven by both risk mitigation and the need for efficiency. Wilson notes that larger, consolidated MLSs have the budget and scale to negotiate better technology partnerships (like those with Lone Wolf) and offer deeper solutions. For agents, this trend is positive: it leads to larger listing inventories, fewer membership fees across borders, and a more streamlined environment for conducting business across wider geographic areas.

What role does AI play in the modern MLS?

AI is emerging as a critical efficiency tool for both MLS operations and member services. Wilson highlights two specific applications: using AI to rapidly create relevant training content and marketing materials, and leveraging AI to remove friction points in the sales process. By automating manual tasks and improving data integration, AI helps MLSs deliver a smoother experience, allowing agents to spend less time on paperwork and more time building face-to-face relationships with clients.

Proptech Pulse Podcast | Episode 12

Unlocking MLS value: Marilyn Wilson on tech strategy & future trends

In a rapidly shifting real estate landscape, Multiple Listing Services (MLSs) face a pivotal challenge: how to prove their worth beyond traditional compensation models. Marilyn Wilson, CEO of The Wave Group, joins us to dissect how forward-thinking MLSs are redefining themselves as indispensable technology hubs for agents and brokers. She shares a compelling vision where the focus shifts from simply accumulating software to translating complex tools into practical "Realtor speak" that directly drives sales growth and strengthens client relationships.

Marilyn also navigates the strategic risks of MLSs building their own tech versus forging deep vendor partnerships, offering a candid look at what truly serves the end-user. Whether you’re navigating consolidation or looking to maximize your current tech stack, this episode provides the strategic insights needed to streamline operations and thrive in the industry's next era.

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What you'll discover in this episode.

Marilyn Wilson stands as a formidable figure in the real estate technology landscape, bringing decades of experience bridging the gap between complex technical solutions and the daily realities of real estate professionals. As the CEO of The Wave Group and the founder of RE Technology, she possesses a distinct vantage point that encompasses the entire property ecosystem. Her extensive work involves close collaboration with major MLSs, large brokerages, and leading tech companies to foster tighter integration and mutual success. This deep background makes her the ideal guide to navigate the current turbulence facing the industry.

With recent regulatory changes shifting the ground under our feet, specifically regarding compensation rules, the traditional value proposition of the MLS is under intense scrutiny. Agents and brokers are rightfully asking tough questions about the return on their dues. Marilyn argues that the answer lies not in shrinking back but in aggressively leaning into the technology and training that have always been available yet underutilized. Her perspective is vital for professionals who want to understand how the tools they rely on are evolving. By listening, you will gain a clearer understanding of how to leverage these shifts to support your business growth in a new era of real estate.

The real estate industry is currently at a critical crossroads where the foundational role of the MLS is being radically redefined. Many professionals perceive a significant dip in value following recent industry settlements and changes to compensation structures, yet the reality suggests a massive, untapped well of potential waiting to be utilized. This episode tackles the sharp disconnect between the robust suite of technologies MLSs provide and the actual utilization by agents and brokers on the ground. Marilyn Wilson challenges the prevailing narrative of diminishing value by highlighting that the average MLS offers over eleven distinct technologies designed to streamline operations and enhance client relationships.

Instead of the conventional wisdom that suggests MLSs should strictly stay in their lane, Marilyn advocates for a bold adoption of their role as central technology hubs. She outlines a strategic framework where MLSs and technology partners collaborate more deeply to remove friction points, ensuring data flows seamlessly to where agents need it most. This approach differentiates itself by focusing on practical application. It transforms the concept of "training" from a boring necessity into a strategic weapon for lead generation and transaction management.

Throughout the discussion, Marilyn leverages her authority to warn against MLSs trying to build their own software from scratch, citing the high failure rates and costs of such ventures. She points instead to strategic partnerships that allow agents to access cutting-edge tools without the administrative bloat. For listeners, this translates to actionable advice on how to demand better analytics and integration from their providers, ensuring they are equipped to drive sales growth. By shifting the focus from mere compliance to active business acceleration, this episode maps out a future where technology acts as the bridge to stronger human connections and market dominance.

This episode explores:

Redefining MLS value propositions by moving beyond compensation to highlight technology suites, training, and support as the core drivers of agent success.
Maximizing tech utilization to shift the conversation from feature lists to practical use cases that help agents generate leads and close deals faster.
Strategic technology partnerships that explain why collaboration between MLSs and tech vendors creates better outcomes than building proprietary software from scratch.
Eliminating friction points through integrated data flow and seamless connections between platforms to streamline operations for busy real estate professionals.
The rise of Open MLS and understanding the trend toward statewide access and how it expands inventory visibility for agents and consumers alike.
Non-dues revenue streams that evaluate the potential for MLSs to offer premium, value-add services without alienating their core subscriber base.
Future market consolidation and predicting how mergers and acquisitions among MLSs will lead to more robust resources and better tools for brokers.
Customer experience analytics to underscore the critical importance of measuring agent usage patterns to refine and improve technology offerings.
Navigating industry lawsuits with a look at how regulatory changes are catalyzing a necessary evolution in how real estate data is managed and delivered.
Effective strategic planning regarding how MLSs are adopting agile methodologies to respond faster to the needs of the modern real estate agent.

If you are questioning the future of your tools or seeking ways to gain a competitive edge through technology, Marilyn’s insights offer a clear roadmap. Tune in to understand how the landscape is shifting beneath your feet and learn exactly how to leverage these changes to build a more efficient, profitable business today.

Key takeaways

Insights you can apply starting today

Many agents underutilize the robust technology stack their MLS already provides. Instead of chasing the latest shiny object, audit the "11 technologies" your MLS likely offers—such as Cloud CMA or transaction management tools—and integrate them into your daily workflow. Marilyn notes that the daily value of an MLS comes from this broader suite, yet usage often lags. By mastering these existing tools, you can streamline operations and reduce overhead without spending a dime on new software
Technology adoption fails when training focuses on buttons rather than benefits. To drive engagement with your team or clients, stop explaining how a tool works and start explaining why it matters. Marilyn suggests reframing tech training around outcomes: "How do I get more leads with it? How do I create a more stress-free transaction?" Use this outcome-based approach when onboarding new agents or introducing new client-facing tools to ensure the technology is seen as a solution, not a chore.
Brokers and agents should actively collaborate with their MLS to identify where deals slow down. Marilyn highlights that MLSs are increasingly open to feedback loops to remove hurdles in the sales cycle. Don't suffer in silence; use user groups or direct feedback channels to report "friction points" in your transaction management or data integration. As Marilyn puts it, the goal is to "connect the dots among multiple technologies" to create a seamless experience that lets you focus on being belly-to-belly with clients, not stuck in data entry.
The industry is trending toward "Open MLS" systems available to all licensees state-wide, driven by risk mitigation and the need for broader inventory visibility. This shift means agents will soon have access to larger data pools, allowing for better comparative market analysis and more comprehensive service for buyers. Start strategizing now on how you can utilize this expanded inventory to serve clients across wider geographic areas, positioning yourself as a regional expert rather than just a neighborhood specialist.
Just as top brokerages track client satisfaction, MLSs are now using "Customer Experience Index" surveys to drive strategy. Agents should participate in these surveys to shape the future of their MLS. Marilyn shares a success story of a smaller MLS that "kept grinding" on support and training based on feedback, eventually seeing their satisfaction numbers explode. Your input helps MLSs prioritize the right tech partnerships and support systems, ensuring the tools you rely on actually meet your business needs.

About Marilyn Wilson

Marilyn Wilson is the CEO of Wave Group and a founding partner of RE Technology, positioning her as one of the most influential and respected voices in the real estate industry. With decades of experience, she consults with the largest MLSs, brokerages, and technology companies in North America to drive innovation and operational excellence. Marilyn is dedicated to helping the entire real estate ecosystem work together more effectively, bridging the gap between consumers, agents, and technology providers. Her work focuses on strategic planning, business development, and customer experience improvement. As a recognized thought leader, she regularly publishes research and insights that shape industry standards and help organizations navigate complex changes. Marilyn’s expertise lies in her unique ability to translate complex technological shifts into practical strategies for business growth. She serves on various industry boards and is a frequent speaker at major real estate conferences, where she advocates for a more interconnected, efficient, and consumer-centric property market.

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FAQ about this episode.

The removal of mandatory compensation offers has led 43% of real estate professionals to worry that MLSs will become less valuable. However, Marilyn Wilson argues that an MLS's true power has always been broader than compensation. The daily operational value provided by an MLS primarily comes from its technology stack, training resources, and support systems—often offering an average of 11 distinct technologies to subscribers. The challenge now is shifting the narrative from "cooperation and compensation" to highlighting these essential tools that drive business growth and client service.
Wilson advocates for a "back to basics" strategy focused on communication and education. Instead of just launching new tools, MLSs should translate their existing technology suites into "Realtor speak"—explaining specifically how a tool generates leads, nurtures relationships, or creates stress-free transactions. By focusing on practical application rather than technical features, and leveraging partners for better content production, MLSs can demonstrate their indispensability in an agent's daily workflow.
The key strategy discussed is maximizing utilization of the included tech stack. Many agents ignore valuable tools like transaction management platforms or CMA generators that are already part of their subscription. Wilson suggests that agents should actively participate in training (which is becoming easier to produce via AI) and provide feedback. By engaging with the full suite of 11+ technologies typically offered, agents can significantly reduce their own operational costs while increasing efficiency.
For tech vendors and MLS leaders, the focus must shift to eliminating friction. Wilson emphasizes that successful partnerships require deep data integration and seamless user experiences across platforms. Technology providers need to supply better analytics to help MLSs understand usage patterns—who is using what tool and when. This data-driven approach allows leaders to make strategic decisions about which tools actually drive member success and which are just creating noise.
Generally, no. Wilson warns against the trend of MLSs attempting to become technology developers, citing high costs and the difficulty of long-term maintenance. While there are exceptions (like brokers building focused solutions for their own users first), the "build it yourself" route often leads to wasted capital—exemplified by the Remine case study. Instead, she recommends strategic partnerships or "custom instance" models where the MLS controls the data environment without taking on the burden of software engineering.
We are entering an era of "Open MLS" and increased consolidation, driven by both risk mitigation and the need for efficiency. Wilson notes that larger, consolidated MLSs have the budget and scale to negotiate better technology partnerships (like those with Lone Wolf) and offer deeper solutions. For agents, this trend is positive: it leads to larger listing inventories, fewer membership fees across borders, and a more streamlined environment for conducting business across wider geographic areas.
AI is emerging as a critical efficiency tool for both MLS operations and member services. Wilson highlights two specific applications: using AI to rapidly create relevant training content and marketing materials, and leveraging AI to remove friction points in the sales process. By automating manual tasks and improving data integration, AI helps MLSs deliver a smoother experience, allowing agents to spend less time on paperwork and more time building face-to-face relationships with clients.

Related episodes: Continue the conversation

Hear from other industry leaders exploring how real estate is evolving through technology, data strategy, partnerships, and changing market dynamics. These conversations dive into what’s working now—and what’s coming next for MLSs, brokers, and agents.

Episode 3: Innovating real estate relationships through technology

Explore how technology enhances client relationships when deployed thoughtfully, building on Stacie's foundation of balancing automation with personal connection.

Listen now

Episode 4: The evolution and future of MLS with Greg Robertson

Learn about technology evolution from a long-term industry perspective, building context for why deliberate vendor decisions matter.

Listen now

Episode 5: The future of MLS technology with Jeremy Crawford

Explore how MLSs evaluate technology partnerships and prioritize member needs, reinforcing themes about relationship-based vendor selection.

Listen now

Mentioned in this episode

The Wav Group: A consulting firm that helps the real estate ecosystem—including technology companies, MLSs, and brokers—work together more effectively. They focus on driving innovation that meets the needs of real estate consumers
Re Technology: Founded by Marilyn Wilson, this platform provides real estate professionals with educational content and information about real estate technology products.

Guest contact:

Marilyn on LinkedIn
Role: CEO at The Wave Group, Founder at RE Technology
Experience: Decades of experience in strategic consulting for the real estate industry, focusing on technology, consumer needs, and MLS evolution.

Key concepts discussed:

MLS value proposition: Redefining value beyond compensation through tech and support.
Technology utilization: Improving adoption rates of the 11+ technologies average MLSs offer.
Non-dues revenue: Exploring how MLSs can generate additional income streams.
Build vs. buy strategy: The risks and rewards of MLSs developing their own technology.
Open MLS: The trend toward statewide access for licensees to increase inventory visibility.
Strategic partnerships: How tech vendors and MLSs can collaborate to remove friction.
MLS consolidation: The potential for mergers to increase resources and capabilities.
Customer experience index: The importance of surveying members to drive strategic planning.

Additional resources:

Lone Wolf Transactions (ZipForm Edition): Streamline your workflow with the industry standard in transaction management.
Cloud CMA: Create stunning comparative market analyses that win more listings.
PropTech Pulse Podcast Archive: Catch up on previous episodes here.

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