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The Listing Add Edit Debate

Recently, First MLS (FMLS), operating in Georgia and other regional southern states, announced that they have selected Ocusell List for listing management—commonly known as Listing Add/Edit. This single point of entry is the front-end listing management tool that provides an API (RETS Update or other transport methods like web-hooks) to enhance MLS applications with listing data. The common term for offering brokers and agents a choice of MLS applications is “front end of choice,” but from a data perspective, the real front end is the listing add/edit.

The Trend Toward MLS System Choices

An emerging trend among MLS operators is to give brokers and agents the option to choose their preferred MLS systems. Across the nation, larger MLSs have adopted this strategy to support listing and referral expansion for MLS subscribers, including MLS partnerships, mergers, and more. According to MLS operators, these growth strategies are much easier to implement when brokers and agents can continue using the technology platforms they are accustomed to, without being forced to transition to new systems.

Data Sharing and Listing Growth Strategies

Data sharing is another listing growth strategy among MLSs, where the decision to create a neutral add/edit system versus synchronizing data between systems is a strategic choice. A front-end listing management system can more efficiently accommodate simultaneous listing additions and updates across multiple platforms compared to the more complex process of backend synchronization across disparate databases. More commonly, add/edit functions occur in native systems, with data then shared between multiple MLS platforms.

Challenges of Native Data Schema Synchronization

If you’re an MLS data expert, you understand that only a few MLS markets—such as Stellar MLS, Utah MLS, REColorado, GCAR Chattanooga, and CRMLS—use RESO standards as their native data schema. Data alignment simplifies sharing and distribution across multiple MLS systems. While RESO has made significant strides in standardizing MLS fields, its framework does not yet cover every field nationwide. Despite this, RESO standards have expanded so much in the past decade that entire nations in Europe and the Middle East are building MLS data schema based on RESO guidelines.

For most MLSs, the native data schema and business rules are unique to each system. Listing input fields and field enumerations (e.g., dropdown picklists) vary by MLS, often differing from RESO standards. If an MLS is not natively RESO-compliant, what an agent enters into the MLS differs from the RESO-standard format used for distribution to websites and MLS data feeds. Companies such as CoreLogic with Trestle, Zillow’s Bridge Interactive, Constellation Real Estate Group, and MLS Grid normalize native MLS data into RESO format for agent and broker applications like IDX. Each MLS vendor does the same to support the RESO certification process.

Defining Your Goals for Add/Edit

FBS, the provider of the FlexMLS system, has been a leader in this space. The company has integrated Northstar’s add/edit function for FBS customers in Minnesota, created a single point of entry for multiple front ends at Doorify MLS, and reduced duplicate entry in regional efforts along the Florida coast, in Pennsylvania, and in several other markets.

Michael Wurzer, CEO of FBS and a RESO Board member, shares key insights from FBS’s experience. First, “separating add/edit requires real-time updates. Though a few minutes of latency is acceptable for many cases like API data feeds to portals, agents within the MLS system expect updates to be applied instantly.”

Second, RESO certification alone does not guarantee interoperability, as MLSs can implement the RESO dictionary in different ways.

Wurzer adds, “If you want to simplify entry among different MLSs, you need to coordinate on a common input form. The RESO Dictionary is a great starting point, but coordination on implementation is required.”

Lastly, if you’re considering an initiative like this, start by defining your goals. Reducing duplicate entry should be a priority for all MLS organizations. Conducting a data analysis to identify where and when duplicate entry occurs is a key first step.

Most MLSs rely on vendors, so ensuring vendor responsiveness is critical. Adding multiple vendors increases coordination complexity, often resulting in slower response times. Defining clear goals upfront helps determine if the added complexity and cost are worthwhile. Engaging with other markets to understand vendor response times is also valuable.

The Case for Separate Add/Edit Systems

The real MLS front end is listing add/edit, and there are choices for that, too. Several markets have pioneered the separation of add/edit from the native MLS system. BrightMLS was the first MLS in the nation to separate add/edit from its core system. Initially called Keystone, it is now known as Listing Assistant. Northstar MLS also developed its own add/edit system, now available through REcore. Ocusell offers add/edit as a service, allowing MLSs to integrate listing data into any MLS system. Bridge Interactive pioneered this approach to eliminate duplicate listing input between FMLS and Georgia MLS but exited the business following its acquisition by Zillow Group.

“Add/Edit tools such as Ocusell, which FMLS recently launched, are game-changing,” said Jeremy Crawford, FMLS President & CEO. “Ocusell utilizes AI to help agents add and edit their listings with fewer keystrokes, making the process much easier. Plus, this innovative tool allows FMLS agents and brokers to input their listings once and seamlessly distribute them to other participating MLSs, saving time and enhancing efficiency.”

Compliance and Listing Accuracy Considerations

One of the most valuable MLS services for managing broker cooperation is ensuring compliance and listing accuracy. MLS rules vary widely, and the listing add/edit function serves as the primary compliance checkpoint. Companies such as CoreLogic (with Listing Data Checker) and VestaPlus (with Checkmate compliance software) integrate with add/edit systems to verify compliance with MLS rules. Identifying and correcting violations or typos at the input stage helps prevent issues before they arise. Some MLS vendors also incorporate compliance features within their native add/edit solutions.

If you are considering a change to how you manage listings, prioritizing compliance to maintain listing accuracy and prevent MLS rules violations is essential.