Watch the full interview:

How Realtor.com Decides What to Build

Before diving into the features, I had to ask the question that fascinates me most: With endless possibilities, how does Realtor.com decide what to build next?

Dave explained that their approach is deeply rooted in consumer research and data analysis. The team constantly talks to consumers through multiple channels – support feedback, dedicated research teams, real-time prompts on the site, and continuous journey tracking. They look for behavioral patterns in the data that indicate opportunities to enhance the experience, then validate those hypotheses through experimentation before launching features broadly.

It’s refreshing to hear that there’s not a week that goes by without multiple daily conversations with consumers. This customer-centric approach ensures they’re building what people actually need, not just the latest “shiny object”.

Fly Around 360: A New Perspective on Property Exploration

Fly Around 360 experience, which launched in partnership with TopHap and was part of Google’s announcement last week is the first feature we discussed

The Problem It Solves

Through consumer research, Realtor.com identified that buyers have an intense desire to understand neighborhoods and property boundaries. While street view has been helpful, it typically only shows the front of a property and doesn’t provide that aerial perspective buyers crave; especially those who are increasingly willing to purchase homes sight unseen.

How It Works

Available now on any for-sale home on Realtor.com, the Fly Around feature lets you:

• View properties from an aerial perspective
• See property boundaries clearly drawn where parcel data is available
• Navigate up and down in elevation
• Pan left and right to explore the surrounding area
• Zoom in and out for different levels of detail

I tested it myself and was immediately impressed. I compared two similar homes with a significant price difference, and the fly-around quickly revealed why – one property backed up to a large industrial complex while the other was in a purely residential area. This kind of context is impossible to get from traditional photos or even street view.

Current Availability

The feature is live for:

• All for-sale homes
• Off-market properties

They’re still evaluating the best approach for rentals and new construction, where the imagery might not accurately represent the current or final state of the property.

Search It How You Say It: Natural Language Search

The second major launch is what Realtor.com calls “Search It How You Say It” – a natural language search capability that lets consumers search the way they naturally think and speak.

The Evolution of Search

Dave started by launching support for just 300 different search terms – things like “modern kitchen,” “fenced yard,” or specific neighborhood characteristics – most of which are already accessible by search filters. This approach allows a consumer to type in what matters most to them instead of having to work their way through filters. But the vision is much bigger over time: Eventually, a user will be able to access listings with search terms well beyond what’s included in a filter or listing input form. It will read images and provide judgements to allow consumers to get a lot more granular with their searches. 

The system analyzes data from agents, MLS feeds, imagery, and metadata to understand what can be identified about each property. These same insights that power the new “chips” on listing detail pages now also power the natural search experience.

If you are looking for a good example about how natural language search will overhaul the search experience, check out Amazon’s RUFUS. Click on a product you’re interested in and the RUFUS chatbot pop-up providing you with search “pills” for contextual questions related specifically to that item. It also invites you to ask it questions beyond just the product itself. 

Real-World Example

Instead of clicking through dozens of filters, you can simply type: “3-bedroom, 4-bath with a fenced yard in Austin, Texas” – and the system understands each component of your query and applies the appropriate filters automatically.

Continuous Improvement

What I love about their approach is the commitment to iteration based on user feedback. They’ve already added radius search capability (like “within 10 miles of Austin”) just by observing how people were trying to use the feature.

The roadmap includes:

• Expanding from 300 supported terms to virtually unlimited terms
• Adding conversational refinement – start with one query, then add more criteria to narrow or expand results
• Making it easier to discover what’s searchable without scrolling through hundreds of filters

An iOS version with enhanced conversational capabilities is live now, with web following soon.

The Consumer Demand

As someone who conducts more consumer research about real estate technology than just about anybody else, I can tell you that consumers are absolutely ravenous for as much detail about neighborhoods, amenities, and contextual information. They want everything – and they want it delivered in the most intuitive way possible.

What excites me most about these developments is that AI is finally letting us adapt technology to how humans naturally communicate, rather than forcing people to learn how to talk to technology. Remember when we all had to learn the quirks of Google search syntax? Those days are ending.

Dave and I discussed how this technology will continue evolving alongside advances in large language models, OpenAI, Google, and others. Consumers are being trained in new interaction patterns, and Realtor.com is committed to staying at the forefront of these advances.

The Agent Benefit

These features aren’t just about consumer experience – they’re also creating better-qualified leads for agents. When buyers can do more thorough research upfront, they come to agents with more specific questions and a clearer understanding of what they want. The search data can also help agents understand trending interests and prepare for the most common questions they’ll encounter. Bottomline, REALTOR.com is helping to deliver more well-educated consumers that have worked themselves further down the sales funnel.

What’s Next?

When I asked Dave if there were any other surprises coming, he wasn’t ready to give us an exclusive scoop, y but promised we’ll hear much more from Realtor.com in the coming weeks and months. I’m looking forward to those conversations!

My Takeaway

Both of these features represent significant steps forward in giving consumers the information they need to make confident decisions. At WAV Group, we’ve consistently found that you simply cannot give buyers enough angles – literally and figuratively – to explore properties. Realtor.com is clearly listening to that consumer demand and building accordingly.

If you haven’t tried these features yet, I highly recommend heading over to Realtor.com and exploring a few properties. The Fly Around experience is genuinely impressive, and the natural language search feels like a glimpse into the future of property search.

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A Customer-Responsive MLS Built on Trust

Serving one shareholder association and six association customers, Intermountain MLS supports nearly 8,000 real estate professionals. The next CEO must be a listener first.  Someone who responds quickly, builds trust, and translates customer needs into powerful products, 24/7 support, and effective training to help subscribers get the most out of their subscription. This leader will shape a culture where the staff feels empowered to serve at the highest level and the MLS becomes known for relevance, responsiveness, and operational clarity.

Strong Relationships Across Idaho and the Industry

Intermountain MLS plays a central role in the Idaho real estate community. The CEO will build productive, transparent relationships with associations, brokers, team leaders, appraisers, and technology partners, while serving as a respected voice statewide and nationally. The Board seeks someone who knows how to curate meaningful collaborations and proactively identifies regional solutions that benefit subscribers.

An AI-Forward, Practical Technology Vision

IMLS is ready to evolve into a more modern, AI-driven future. The ideal CEO understands how AI can simplify MLS tools, streamline workflows, and make data more accessible through plain-English queries. They will guide the MLS’s data strategy, determine when to build or buy technology, and champion automation that frees up staff for higher-level service. Proven, practical, forward-looking technology leadership is essential.

Inspiring a High-Performing Team

Internally, the CEO will mentor a talented staff, set clear expectations, and create a culture where people feel valued and excited to serve. This is a hands-on leadership role suited for someone who leads by example and brings out the best in their team.

Growth, Marketing, and Training Leadership

The CEO will drive strong financial performance, ensure transparent reporting, and identify member-aligned revenue opportunities. They will also champion marketing and training efforts that clearly communicate why MLS tools matter and drive significantly higher engagement with IMLS technologies and education.

Why Boise?

Boise is one of the most dynamic and livable cities in the country. The region has grown nearly 25 percent, powered in part by the influence of Boise State University which is a hub for talent, research partnerships, and economic development. The area also offers a temperate climate, vibrant outdoor recreation, and a welcoming community that blends big-city amenities with small-town warmth.

Who Should Apply

The Board seeks an experienced MLS executive with proven operational, financial, and technology leadership. Candidates should bring a track record of team development, stakeholder collaboration, and a clear understanding of how AI and automation can elevate service delivery and staff effectiveness.

If you’re ready to lead a respected organization into its next chapter of innovation and customer responsiveness, Intermountain MLS wants to hear from you.

Want to See the Full Job Description?

To get a copy of the full job description or have questions, fill out the attached.

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Real estate brokerages have always competed on reputation. For decades, word of mouth, Google reviews, and social media have shaped how consumers choose who to trust with their biggest financial transaction.

But today, a new powerful influencer is entering that decision-making process — ChatGPT. Today, 59% of consumers said they’ve used at least one AI-powered platform to support their homebuying journey and get information about the real estate market, according to a new study from Veterans United Home Loans. 

More and more consumers are turning to AI tools to research local companies before they ever visit a website, read a review, or pick up the phone.

They’re asking ChatGPT questions like:

• “Which brokerage sells the most homes in my city?”
• “What are the best real estate companies for first-time buyers?”
• “What brokerages is best at selling properties fastest for the highest price? 
• “Who are the most trusted real estate firms near me?”

And in just a few seconds, they get a clear, confident answer.

If your brokerage isn’t part of that answer, your brand may not even enter the consumer’s consideration set.

The Rise of AI-Driven Discovery

AI is changing how consumers research and choose who to work with. Instead of searching through a list of links, buyers and sellers or calling their friends for advice, consumer are now asking direct, conversational questions and expecting instant recommendations.

ChatGPT’s responses reflect the patterns it’s learned from millions of sources: your website, reviews, social media, press coverage, and even what your competitors say about you.

That means your “AI reputation” what ChatGPT believes about your brand is now just as important as your SEO ranking or Google reviews.

The smartest brokerages are learning to anticipate what consumers are asking ChatGPT and ensuring the AI finds accurate, positive, and current information to reference. 

The Five Prompts Consumers Are Already Using

Below are the five types of prompts home buyers and sellers may use and what each one reveals about how your brokerage is being represented to potential clients. When you get the answer to a prompt, continue to go deeper. Ask ChatGpt things like “why did you say [Brokerage A], is better than [Brokerage B]. By asking follow-up questions you will start to see how ChatGpt thinks and what it prioritizes so you can add content that will help your brand position improve over time. 

Importantly, you need to repeat the prompts regularly.  As you add more information, check back and see if it is making a difference in how ChatGpt describes you. Remember that ChatGpt continues to learn so you can train it by the content, customer feedback and press coverage you secure. 

1. “Compare [Brokerage A], [Brokerage B], and [Brokerage C] for buying or selling a home in [city].”

This is one of the most common AI questions — a side-by-side comparison.

ChatGPT will summarize what’s distinctive about each brokerage: size, reputation, marketing reach, and technology.

Recommendation:  If your brand isn’t clearly differentiated, you’ll blend into a sea of “great service and experience.. To win on ChatGpt, make sure your website and media coverage clearly articulate your unique value and highlight your local expertise, innovation, agent support, or community impact. AI models can only amplify what they can find.

2. “What are the pros and cons of working with [Brokerage Name]?”

This prompt synthesizes what the internet “thinks” about your company from client reviews and media coverage to agent testimonials.

If ChatGPT lists generic positives but highlights outdated or inaccurate negatives, it’s a sign your online reputation is out of sync with reality.

Recommendation:  Audit your online content and reviews. Make sure your strengths like responsiveness, marketing innovation, results are consistently highlighted in public forums. Encourage your agents to participate in online reviews with companies like Testimonial Tree, RateMyAgent and others. 

3. “Which real estate company is best for selling a home quickly in [city or region]?”

This is where performance perception matters.

ChatGPT looks for signals of success: local listing volume, press mentions, awards, and market coverage. Brokerages that share data-driven success stories tend to dominate this type of query.

Recommendation: Regularly publish market updates, success metrics, and case studies that reinforce your brokerage’s effectiveness. The AI will notice.

4. “What do clients say they like most about working with [Brokerage Name]?”

This question highlights emotional connection and service reputation.

ChatGPT summarizes what’s repeated most often across testimonials and reviews — professionalism, communication, marketing, or culture.

If your competitors’ “likes” sound more specific or heartfelt than yours, they’ll appear more trustworthy.

Recommendation: Encourage clients and agents to share authentic stories and testimonials online. Real examples give AI models the language they need to represent your brand positively.

5. “Who are the most trusted brokerages in [city or state]?”

Trust is the ultimate differentiator.

When ChatGPT answers this, it’s aggregating brand mentions, consistency, and sentiment, not ad spend.

If your brokerage doesn’t appear in the top mentions, it’s not necessarily because of performance; it’s because your story isn’t being told frequently or clearly enough online.

Recommendation:  Create fresh, factual, and frequent content that reinforces your longevity, leadership, and results. AI gives more weight to recency and reliability than to paid visibility.

What These Prompts Mean for You

Think of ChatGPT as the new “pre-interview.” By the time a consumer reaches out to your brokerage, they may have already asked AI what it thinks about you.

That means your digital presence and how well it reflects your values, performance, and personality now acts as your first impression.

If ChatGPT’s answers don’t align with who you are, that’s a gap you can close.

How to Strengthen Your AI Reputation

• Audit your visibility: Type in the five prompts above using ChatGPT and see what comes up. Document where your brand is mentioned — and where it’s missing. 
• Update your content: Refresh your “About Us” page, press releases, and Google Business profile so AI models can find the most accurate information. 
• Promote your differentiators: Don’t assume the market knows what makes you special. Highlight results, local expertise, and community leadership often. 
• Encourage authentic reviews: Positive reviews on Google, Zillow, REALTOR.com and other industry platforms help reinforce the qualities you want AI to associate with your brand. 
• Be consistent: ChatGPT responds to repetition and clarity. The more consistently your story is told across channels, the more confident AI will be in recommending you.

The Bottom Line

Consumers are already using AI to decide who they trust and they’re not waiting for you to catch up.

When a buyer or seller asks ChatGPT which brokerage is best in their area, that’s a moment of truth.

If you’re not part of the answer, you’re not part of the decision.

It’s time to take control of your AI reputation — not by gaming the system, but by telling your story more clearly, more consistently, and more authentically than ever before.

Because in the new world of AI-driven discovery, the brokerages that show up first in ChatGPT aren’t just visible. They are getting more opportunities than others and  they’re winning.

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The Hard Truth: Most MLSs Don’t Truly Control Their Data

Many MLSs believe they “own” their data because it’s collected under their rules and compliance structures. But in practice, most MLSs house their data on vendor-controlled servers, governed by vendor-written terms, infrastructure and development priorities.

This commonly accepted practice means when an MLS wants to add an innovative new product or integrate an emerging technology, the vendor often decides whether it’s “allowed.”  Often, if a vendor perceives that innovative entry as competitive, integrations are mysteriously delayed, data transport methods get discontinued, APIs are not available, or conversations simply stall. Sometimes tech providers will say they are in support of the new product, only to turn around and charge ridiculous fees for data access. Try to get a copy of the Meta Data or Business Rules from your own MLS. What should be readily accessible and fully transparent to the MLS organization is mysteriously held back by a claim of intellectual property. How can someone else own Intellectual property for business rules designed by the MLS organization itself? 

I can’t tell you the number of times this year I’ve watched vendors slow-play MLS innovation, blocking or delaying features that would help brokers compete more effectively in their markets. MLSs are often criticized for their inability to innovate when many times the ability to support brokers’ needs is completely out of their hands. 

The Cost of Losing Control

When vendors or portals control an MLSs data environment, the organization loses the ability to act decisively on behalf of its brokers and real estate consumers. MLSs lose speed to market, negotiating leverage, strategic independence and data sovereignty. 

Even worse, your data – the lifeblood of the MLS becomes a bargaining chip in someone else’s business model.

That’s how we end up in situations like this Zillow-OpenAI release: MLSs and brokers being informed after the fact that their data has been repurposed in ways that were never authorized.

Reclaiming Data Sovereignty

It’s time for MLS leaders to recognize that they are, in fact, the rightful stewards and decision-makers over the data entrusted to them by brokers.

What does that mean in practical terms:

 – Hosting or co-hosting MLS data in neutral, MLS-controlled environments — not fully on a vendor’s infrastructure.
– Structuring vendor contracts that ensure MLSs retain data governance rights, access to business rules and the freedom to integrate with any technology they choose.
– Demanding that portals and syndication partners seek approval before redistributing data to AI models, training sets, or third-party systems.
– Building or joining independent data repositories that give MLSs control over access, licensing, and compliance.

The technology is here. The only question is whether the will to lead is.

Going to the Mat for Brokers

Brokers trust MLSs to protect their listings and their livelihoods. That trust means MLSs have to go to the mat,  not just with national portals, but with vendors who put their own business models ahead of the industry’s progress.

We cannot allow “data partners” to become “data owners.”
We cannot allow innovation to be throttled because it threatens a vendor’s roadmap.
And we cannot allow others to decide how, when, and where broker data is used.

It’s time to remove the friction for innovation and get tough about enforcement.
Enough is enough.

Every MLS leader should take this moment to ask three hard questions: 

1. Do we truly control where our data lives, how it’s used and who can capitalize on it?
   2. Can we add or integrate any technology we believe serves our members without vendor approval?
   3. If not, what will it take to change that?

If you need help addressing this important topic and many others in your 2026 Strategic Plan, we’re here to help. 

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Kelly’s career reads like a compressed history of real estate technology evolution. She started as an agent at RE/MAX in the 1990s, owned two RE/MAX franchises, then co-founded one of the first web-based MLS systems when she saw the potential of the internet. That company, Realty Plus Online, was acquired by First American Corporation in 2001, where Kelly served as Senior Vice President of MLS before stepping back to raise her family. Now she’s returning to an industry that feels both familiar and dramatically transformed.

The timing couldn’t be better. As the MLS industry faces unprecedented change, from AI integration to new cooperation and compensation structures, having leaders who understand both where we’ve been and where we’re heading provides valuable perspective. Kelly’s diverse experience spanning every level of the real estate technology ecosystem positions her perfectly to help remove friction and create client success at Cotality.

Full Press Release Below.

Welcome Kelly Robinson to the Cotality Real Estate Solutions Team

Kelly is a respected technology leader in the MLS industry with more than two decades of experience driving innovation, client success, and growth. Her journey in real estate began as a successful Agent, then Broker Owner of two RE/MAX franchises. She was then CEO and Co-Founder of a pioneering startup that developed one of the first web-based MLS systems in the industry. Following the acquisition of her company by First American (now Cotality after a spinoff in 2010), Kelly served as Senior Vice President for several years, where she led sales and client support initiatives.

Most recently, after taking some time to raise her family, Kelly served as Vice President of Sales and Marketing at CLAW MLS, where she strengthened client engagement and delivered impactful growth strategies.

Kelly is passionate about delivering unparalleled service and fostering successful and dynamic long-term relationships with MLS clients.

“I’m excited to have Kelly here as Head of Client Success. Kelly’s background as an Agent and a Broker gives her unique insights into the pain points that real estate professionals face and the opportunities where they can excel,” said Kevin Greene, Senior Vice President and General Manager of Cotality Real Estate Solutions. “Combined with her background as a technologist supporting MLSs, she will be an immensely valuable part of our leadership team.”

“I’ve spent my career at the intersection of technology and client success, and joining Cotality feels like more than a professional step – it’s a homecoming,” said Kelly. “I really appreciate the amazing PropTech innovations that are being driven by Cotality, and I look forward to delivering meaningful impact and maximizing success for our clients.”

Please join us in extending a warm welcome to Kelly Robinson as she embarks on this exciting new journey with Cotality!

If you’re attending CMLS’s Open House Sept. 23-25 in Toronto, Kelly looks forward to connecting with you there.

Link to the original press release.

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That’s where video comes in. Video is one of the most powerful storytelling mediums, and in real estate, it has become a strategic advantage for brokerages, top producers, and teams who want to elevate their brand, recruit talent, and attract the best offers for their clients’ homes.

Why Video Works So Well in Real Estate

Unlike static images or text descriptions, video combines movement, emotion, and narrative. A well-produced video gives buyers not only a sense of what a property looks like but also what it feels like to live there. It humanizes the agent or team behind the sale and allows brokerages to communicate their unique brand personality in a way that sticks with clients.

When video is story-driven, showcasing the lifestyle a home offers, highlighting community features, or telling the journey of a successful agent or team—it becomes more than marketing. It becomes connection. That connection builds trust, and trust drives offers and recruiting success.

LeadingRE + Xunami: Elevating Storytelling Through Video

Recognizing the power of video to transform real estate marketing, Leading Real Estate Companies of the World® (LeadingRE) has welcomed Xunami into its Solutions Group. Xunami specializes in cinematic, social-media-ready video that does more than showcase properties. It amplifies a brokerage’s and the listing agent’s identity and values.

From concept through production, the company blends strategy, creativity, and advanced tools like AI, CGI, and professional videography to deliver videos that grab attention in crowded feeds. For brokerages, that means:

• Differentiation: Standing out from competitors with content that looks and feels high-end.
• Recruiting Power: Attracting top agents who want to be associated with an innovative, brand-forward company.
• Property Performance: Giving listings an extra edge that leads to more online engagement, more showings, and stronger offers.

As Jason Randolph, co-founder of Xunami, explains: “This partnership is about more than content—it’s about helping incredible companies share their stories and continue leading the way in real estate.”

A Strategic Advantage for LeadingRE Members

With Xunami as part of its Solutions Group, LeadingRE is providing its global network of 550 market-leading firms with direct access to premium video solutions. These cinematic, story-driven videos not only showcase properties and communities in their best light but also help brokerages strengthen their brands and support their agents’ success.

As Jim Psyhogios, vice president of strategic engagement at LeadingRE, noted: “Xunami’s premium, real estate–focused content solutions will empower our members to elevate their marketing and stand out as leaders in the industry.”

What This Means for Brokerages and Teams

If you’re a brokerage leader, top producer, or team, think about the story you’re telling right now. Are your properties getting the spotlight they deserve? Do potential recruits see your company as cutting-edge? Does your marketing reflect the lifestyle and community you’re selling—not just the square footage?

Video storytelling is the medium that answers “yes” to all of these questions. Done right, it can transform your business and give both your brand and your listings the “extra special something” that leads to attention, offers, and long-term growth.

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That’s why associations need to pay close attention to the next wave of technology adoption. Generative AI, powered by graph databases (often called GraphRAG or Graphs + Retrieval Augmented Generation), is reshaping how professionals access critical information. And it’s happening fast.

What GraphRAG can do for agents

GraphRAG solutions allow an agent to ask plain-language questions and receive authoritative, context-aware answers instantly.

• What does state law say about seller disclosure?
• How does my Realtor association’s policy apply to this situation?
• Which MLS compliance rule governs this listing scenario?
• What contract clause controls if a buyer misses a deadline?

Instead of sifting through PDFs, waiting on a helpline, or misinterpreting a clause, agents can get trusted, on-demand guidance in seconds. For a professional who’s in the middle of a client negotiation, that kind of clarity isn’t a convenience, it’s mission-critical.

The gap in delivery

The irony is that Realtor associations already own the content that powers these answers. State statutes, association policies, MLS rules, and standard contracts are created, curated, and governed by these organizations. Yet, the technology delivering AI-driven access to that content is being built elsewhere.

Brokers, vendors, and outside platforms are moving first. They recognize the demand and are creating solutions that strengthen their own agent relationships. Associations, meanwhile, are watching from the sidelines while their authority is repackaged and distributed without their leadership.

Why this matters now

Agents increasingly question what they get for their dues. Many see associations as focused on advocacy and compliance enforcement rather than providing daily utility. If associations fail to step into the AI space, they risk becoming even less relevant to agents’ day-to-day business.

Offering AI-powered policy and contract bots as a member benefit changes that equation. It makes the association the first stop for answers that matter in real time. It strengthens trust by delivering authoritative responses directly from the source. And it ensures that the association is present in the daily workflow of its members, not just during renewal season or political campaigns.

A new kind of member benefit

Over the years, associations have added value through lockbox systems, transaction platforms, and forms libraries. Each innovation became a benefit members couldn’t imagine working without. AI bots could be the next.

By making these solutions a member benefit, associations have the chance to:

• Provide daily, indispensable utility to every member
• Reassert their role as the authoritative source of truth
• Strengthen engagement and loyalty at a time when both are fragile
• Ensure compliance and accuracy by controlling how policies and rules are surfaced through AI

The path forward

The opportunity is immediate, but so is the risk of inaction. Associations that fail to deliver this benefit may watch brokers and vendors seize the role of trusted daily guide. The time to act is now.

WAV Group is already working with MLSs, brokerages, and technology companies to build AI frameworks that respect compliance, protect data ownership, and deliver tangible value to professionals. Realtor associations are uniquely positioned to do the same by turning their own policies, contracts, and regulations into the most valuable member benefit they’ve ever offered.

If your association wants to stay indispensable, the next step is clear: partner with WAV Group to build the AI bots your members will soon rely on every day.

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In practice though, many free-standing MLSs still find themselves beholden to a single Association shareholder that often holds the decision-making cards. Despite the corporate structure, it’s not uncommon for the Association’s leadership to override or delay MLS board-approved initiatives, even those within budget and strategic scope 

This creates not only operational dysfunction but also potential legal exposure. 

Are you Piercing the Corporate Veil?

If your Association Board or CEO can stop or delay MLS approved initiatives without justification or accountability, you’re not operating as two independent entities. Also, if the Executive Committee manages BOTJ the Association and MLS shares you are, in effect you’re operating one entity pretending to be two. And that could mean you’re at risk of piercing the corporate veil.

In this case, if the MLS is governed as a separate corporation but effectively controlled by the Association especially in a way that overrides the decisions of the MLS board or executive leadership, it could expose the Association to liability. Courts can interpret the MLS not as an independent entity, but as an operational extension of the Association.

This isn’t only a legal issue. It can threaten the viability of the MLS organization because it slows innovation, damages staff morale, and diminishes the MLS’s ability to operate as a competitive, service-oriented technology company.

MLSs Are Not Just Service Departments Anymore

The most effective MLSs model their operations, leadership and decision-making after other highly successful subscription-based technology companies. They call their subscribers CUSTOMERS, not members. They are passionate about earning customer loyalty, never assuming customers will come to them automatically. 

If approval processes go first through an MLS committee, then an MLS Board of Directors and then to an Association Board of Directors, the organization is wasting valuable time. The pace of change in real estate technology today, especially with the arrival of generative AI, requires confident and well-informed decision-making from the Board of Directors closest to where MLS technology is going. The priorities of a nimble technology company and a risk-averse trade association are often at odds and that misalignment can set up both organizations for failure.

It’s Time for a Governance Reality Check

If your MLS claims to be a separate corporation, it’s time to put that claim to the test. Ask yourself:

• How many MLS decisions are made by the MLS Board of Directors vs. the Association Board of Directors?
• Does the MLS have a CEO and driver, responsible for all aspects of financial success and the authority to execute the company’s operations and strategic initiatives without constant scrutiny? 
• Does the MLS Board of Directors build and approve its own budget—without final override by the Association?
• Once an MLS budget is approved, can a line item or initiative be delayed or cancelled by the Association without explanation?
• Does the MLS CEO or Executive Staff lead day-to-day strategy and execution, or can the Association CEO override strategic decisions at will?

If any of these red flags apply to your organization, you may need to re-craft the working relationship and decision-making responsibilities between the MLS and the Association before it becomes a legal, operational, or reputational crisis. At WAV Group we have noticed that many of the CEO turnovers, lawsuits, and leadership crises are a result of an Association board trying to exert too much authority over the MLS without being armed with the knowledge to make well-informed decisions. 

Final Thought

Strong MLSs need strong, independent governance and authority. While historically Associations managed their MLS committees with a close eye and total influence and control, today’s MLSs need more autonomy to constantly evolve the organization to better address customer needs and the clients they serve. With that comes the need for a senior level staff leader with a depth of technical leadership skills, accountable to the MLS Board of Directors.

If your organization is struggling with the true empowerment of your independent MLS operation, WAV Group can help. We can help with strategic planning, governance and by-laws reviews and recommendations and training sessions, WAV Group can help both your Association and MLS thrive. 

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MLSs and Associations that take the stance that we’ll just wait and see where AI takes hold and believe that waiting another year is prudent, risk missing out on massive opportunities to improve service, boost engagement, reduce costs, and position themselves as indispensable resources for brokers and agents.

This is your moment to lead or to get lapped or worse, yet, taken out.

It’s Time to Rethink Everything You Do Through the Lens of AI

Before you finalize your 2026 budget, you need to dedicate some time and resources so that you will have resources to take a hard look at every service, technology, training program, support channel, and event you offer. Ask yourself:

Can this be enhanced, streamlined, or scaled using AI?

In almost every case, the answer is yes.

Some of the AI elements that have emerged even in the fast few weeks may provide a way to completely overhaul the way MLSs and Associations deliver information and significantly expand the role of how to deliver more targeted, real-time education, insights and business generation opportunities to members and subscribers. 

WAV Group is helping forward-thinking organizations ask the right questions, evaluate the right technologies, and build AI into the very DNA of how they serve their subscribers and members. Here’s what’s gaining the most traction right now:

1. Automating and Scaling Customer Support—24/7

AI can be your customer service team’s secret weapon. With chatbots, voice assistants, and email automation, you can provide instant answers to the most common (and repetitive) questions members have—at any hour of the day.

This isn’t a future idea—it’s already happening. The MLSs and Associations leading the way are cutting down on support response time, freeing up staff for higher-impact work, and earning rave reviews from users who get answers faster than ever.

If you’re still relying solely on a Monday–Friday, 9–5 service model, you’re not meeting the expectations of today’s real estate pros.

2. Year-Round AI Training for Agents and Brokers

Most agents and brokers know AI is important, but they have no idea how to start using it in practical ways.

WAV Group offers ongoing, role-specific training programs to close this gap. Kevin Hawkins, REAL AI Guy delivers weekly agent AI education and has launched a highly rated program that gives agents practical ways to provide better client service, marketing and transaction support using AI. 

Victor Lund, Founder and CEO of WAV Group and leader of WAV Group’s broker practice has an education program to help brokers identify ways to better support agent success and run a more effective brokerage with a focus on operational efficiency, recruiting, marketing, and intelligent decision-making using AI tools.

These aren’t generic webinars. They’re focused, hands-on learning experiences tied directly to the tools and data already available through your MLS.

If you’re not providing AI education as part of your member value proposition, someone else will.

3. The Next Frontier: MCP Servers and AI-Driven Insights

The most exciting new development we’re seeing? MCP Servers, short for Multi-Channel Prompt Servers that act like a smart brain behind the scenes of your MLS or Association.

They allow agents to ask questions in natural language—via voice, text, or email—and pull answers from multiple systems simultaneously: MLS data, public records, CRM platforms, showing software, even association event calendars.

Think of it as ChatGPT but trained on your systems and your data.

Agents no longer need to hunt across five platforms or wait for a support ticket to get answered. They just ask, and the AI answers.

This level of intelligence and integration is no longer theoretical. It’s real, and it’s going to fundamentally change the way your members interact with your services.

If you’re not paying attention to the on-going revolutions happening with AI, your organization is going to miss out a full year’s worth of opportunities. 

If you’ve never heard of an MCP Server or want to see one in action, click here to watch WAV Group’s explainer recording.

A Simple Framework to Guide Your 2026 AI Plan

AI doesn’t have to be overwhelming. WAV Group created a simple model to help MLSs and Associations get their arms around the opportunity. It’s called The Three Pillars of AI:

• Pillar 1 – Professional versions of popular tools like ChatGPT
• Pillar 2 – Static Search – Retrieval Augmented Generation – connecting an LLM to your documents for accurate answers and prompt libraries for FAQs
• Pillar 3 – Dynamic Search – Server Architecture that envelops Pillar 1 & 2 but ads the capability to connect to live data like the MLS listings and Roster, and perform actions like emailing a report. 

Download the full Three Pillars of AI White Paper here and use it as a guide as you prioritize your 2026 initiatives. 

The Bottom Line: AI is Not Optional Anymore

The organizations that start now will create huge advantages in efficiency, satisfaction, and innovation. Those that wait? They’ll be scrambling to catch up.

Before your budget is finalized, ask yourself:

1. Are we making it easier for our members to get answers?
2. Are we helping our members use AI in their own businesses?
3. Are we exploring the next generation of intelligent services and voice-based access to information?

WAV Group is actively guiding MLSs and Associations across the country in building smart, scalable, and affordable AI strategies. Whether you’re just getting started or ready to roll out your first AI tools, we can help.

Let’s schedule a 2026 AI planning session today

The post Future-Proof or Fall Behind: AI Has to Be in Your 2026 Budget appeared first on WAV Group Consulting.

According to the WAV Group Brokerage Utilization and Access Study Part 2, nearly 80% of brokers say they’re not satisfied with their ability to monitor agent usage of the technologies they provide. The reasons vary, but the outcome is the same: brokers don’t have the information they need to make informed decisions about what to keep, promote, or sunset. WAV Group has worked with several brokers trying to help them critically evaluate engagement and appreciation of technologies before they decide to sunset it. It is an arduous and expensive task. 

One of the core broker challenges related to monitoring technology engagement is that most vendors don’t provide brokers with usage data in a consistent, easily digestible format. Some provide monthly spreadsheets. Others require logins to admin dashboards that are rarely user-friendly. And still others don’t share usage data at all. Without a standard reporting framework, it becomes nearly impossible for brokers to assess the return on their technology investments.

Download WAV Group Brokerage Utilization and Access Study Part 2

This lack of transparency hurts more than the bottom line. It also makes it harder for brokers to promote tools effectively. If you don’t know what’s being used, or more importantly, not being used, you can’t target training efforts where they’re needed. You also can’t identify and spotlight the agents who are getting great results from a particular product. And without success stories, it’s hard to generate excitement or adoption across the rest of your office.

The WAV Group Brokerage Utilization and Access Study Part 2 showed that brokers are looking for more than basic login counts. They want insights into usage patterns. Which tools are being opened regularly? Which ones are part of an agent’s daily routine? Which ones drive better client follow-up, smoother transactions, or increased conversions? 

Brokers also want to be proactive. If a tool is being underutilized, they want to know early before contract renewal discussions. Having access to usage data at their fingertips gives brokers the chance to intervene, retrain, and reposition tools to get better engagement.

A centralized dashboard isn’t just helpful for agents. It’s also a strategic resource for broker-owners and office managers. A smart dashboard can track logins, tool engagement, and task completion. It can surface alerts when usage drops or when agents go long stretches without engaging with the core technologies that support their business. And it can create a baseline that helps brokers evaluate the effectiveness of each solution.

Download WAV Group Brokerage Utilization and Access Study Part 2

The study also found that 57% of brokers are very or extremely interested in a way to monitor how often agents log in to the technologies provided. And 68% want a dashboard that increases usage and provides better visibility into engagement. That level of interest speaks to a growing demand for smarter systems that help brokers connect the dots between what they’re paying for and what’s helping agents succeed.

Too many brokers license technologies as a recruiting or retention tool, not a true drive of productivity improvements. Brokers are trying to deliver value, support performance, and make wise financial decisions. When vendors and MLSs don’t provide adequate usage data, they’re forcing brokers to operate in the dark.

If your brokerage technology strategy is to help agents be successful, then access to evidence of tech engagement is critical. You deserve systems that show you what’s working and what’s not so you can invest with confidence and clarity.

Download WAV Group Brokerage Utilization and Access Study Part 2
Missed WAV Group Brokerage Utilization and Access Study Part 1? Click here to download it now

The post Why Brokers Need Better Visibility into Tech Engagement to Deliver more Effective Training appeared first on WAV Group Consulting.