Northwest Multiple Listing Service (NWMLS) has launched a new AI-powered, ad-free consumer home search experience on NWMLS.com in partnership with Broker Public Portal (BPP), the organizations announced Thursday.
The new platform, powered by BPP’s Cribio technology, gives consumers direct access to Northwest MLS’s real-time listing data across Washington state, along with natural-language search tools and direct connections to listing brokers and firms.
The move comes as MLSs and brokers face heightened scrutiny around how listing data is displayed and monetized, in the wake of commission litigation, evolving buyer broker practices and new state-level rules on transparency. NWMLS said the site is designed as a “consumer-first” alternative to national advertising-driven portals that sell leads next to listings.
How the new NWMLS search works
According to the announcement, key features of the new NWMLS.com experience include AI conversational search that allows users to enter natural-language queries and lifestyle criteria to surface matching homes, direct listing broker attribution, real-time inventory data and a broker directory that enables consumers to search for and connect directly with NWMLS brokers and member firms.
In addition to this, NWMLS listings will also appear on Cribio’s national home search platform, providing sellers with broader reach without ad clutter.
“Consumers deserve access to accurate, timely and comprehensive listing information,” Justin Haag, the CEO of Northwest MLS, said in the announcement. He said NWMLS believes buyers and sellers “benefit most when housing inventory is broadly available through transparent, trusted platforms that connect consumers directly with real estate professionals.”
Jill Himlie, chairperson of the Northwest MLS board of directors and designated broker/owner of Windermere Real Estate/Himlie, said the goal is to center the experience on listings and relationships rather than advertising and lead sales.
The partnership reflects NWMLS’s stated commitment to a “fair and transparent” marketplace that aligns with Washington’s Senate Bill 6091, which focuses on consumer understanding of broker relationships and compensation. As MLSs nationwide adjust business practices in response to legal settlements and regulatory changes, NWMLS’s move signals how some regional MLSs may lean more heavily into consumer-facing technology that they control.
“Bringing Cribio to Washington with Northwest MLS is a landmark moment for Broker Public Portal,” BPP CEO Dan Troup said in the release, adding that the industry-owned model is designed to strengthen participating firms and brokers while offering consumers a cleaner search experience.
This article was generated using HousingWire Automation and reviewed by a HousingWire editor before publication.