On Monday, four major brokerage firms in the U.S. — Keller Williams, HomeServices of America, AGNT (parent company of eXp), and Real REMAX Group, which collectively represent around 300,000 agents — announced the launch of Open Real Estate, a collaborative listing database intended to work alongside the MLS. Initial inquiries have centered around execution, which is reasonable. However, a more pertinent question for MLS operators is why these brokers felt compelled to create this initiative.

The vision behind ORE is straightforward: agents input a listing once, ideally within one business day after the signing of the listing agreement. Sellers then decide who can view the listing, selecting between a participant view accessible to agents from member brokerages or a market view that extends to MLSs, portals, appraisers, and others. While we believe that the marketing options provided are somewhat limited, we endorse the core idea that brokers maintain ownership of their listings and benefit from the value generated by the data.

ORE does face hurdles. So far, no MLS has committed to adopt the listings; however, MARIS in St. Louis recently conveyed to its members that it supports the concept and acknowledges that improvements are necessary. A vendor will not be selected until early 2027, and historical attempts at broker-led single entry points have often stalled. But the critical point is not whether ORE will succeed; rather, it’s that brokers are looking for something better.

In an article on RIS Media, one MLS executive echoed this sentiment, stating this week: “I don’t believe these companies would be pursuing this if they were satisfied MLS clients. They seek a better solution than what is currently available to them.”

If we strip away the technology, ORE’s open letter resembles less a product proposal and more a compilation of expectations that brokers believe their MLSs should already meet.

Why hasn’t MLS developed this?

It’s not due to a lack of drive. MLSs have spent the past two years attempting to build new services using broker data. For instance, Stellar launched a consumer search site in September, while NorthstarMLS and MARIS invested in REcore, an MLS-owned data firm. Over 40 MLSs now license data through REdistribute, and more than 20 have joined SourceRE’s new connector aimed at integrating MLS data into AI tools.

However, brokers’ rights to utilize the same data have not kept pace. The regulations governing how brokers may use and display MLS listing data are governed by IDX policies and licensing agreements, which are negotiated on a per-MLS basis—roughly 400 times over. Therefore, when an MLS makes deals to showcase your listings to AI companies while your own usage rights remain unchanged, it’s only natural to seek alternatives. Alternatives like ORE.

This issue also affects how sellers market their homes. Although ORE provides sellers with two distribution options, the industry requires more. MLS regulations should allow for public marketing of a home without broad distribution and grant sellers significant control over when and where their listings are displayed.

The broader implication is that brokers shouldn’t have to create an alternative network to advocate for these changes. MLS executives can draft, and their boards can approve, better regulations. These regulations could establish a single point of entry—already facilitated by some MLSs via technology partnerships—while also granting sellers genuine options and protecting buyers. They should enable those who provide the industry’s data to utilize it effectively in serving their customers, regardless of where those customers are searching.

It is crucial for these regulations to continue safeguarding cooperation, accuracy, and equitable access. Nevertheless, preserving the MLS’s value should not hinder innovation.

Brokers do not seek to see MLSs abandon their core value propositions. Instead, they are urging them to adapt alongside the evolving businesses that supply their listings.

ORE serves as a signal that some brokers are no longer willing to remain patient.

Joe Rath heads industry relations at Rocket, which owns Redfin, while his family has operated a brokerage in Cleveland since 1972.

This opinion piece does not necessarily reflect the views of HousingWire’s editorial team and its owners.

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