Why Private Companies Don't Want to Replace the MLS - And That's a Good Thing

Written by:

Steve Marcinuk

Date:

02 Jul 2025

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Despite having the financial and technological muscle to do so, major tech companies are deliberately steering clear of replacing the Multiple Listing Service (MLS) system, a decision that industry experts say reflects the hidden complexities of real estate market infrastructure.

“Who wants to be the MLS? It’s like taking over the motor vehicle department. Think of all those people, the yelling and the screaming and the crooked paperwork… who in their right mind would want to take that over?” says John Heithaus, Chief Marketing Officer at Ocusell.

The Economics of Non-Disruption

According to Heithaus, even companies with massive resources like Zillow, which boasts a $15 billion market cap – three times that of competitors like Compass – are consciously choosing not to replace the MLS infrastructure. This restraint isn’t about capability, but strategic wisdom.

“Zillow could be [the MLS] if they want to,” Heithaus notes. “But they don’t.” He points out that while Zillow dominates consumer search – with 65% of real estate related Google searches including the term “Zillow”- the company recognizes the value of maintaining separation between marketing platforms and market infrastructure.

The Hidden Complexity Behind the Scenes

Heithaus argues that the MLS system’s apparent inefficiencies mask its crucial role in maintaining market order. “A world without the MLS is a Wild West Show,”he says. “It’s like not having a Department of Motor Vehicles and buying a new car – where’s the title coming from? Has the car had previous accidents?”

The system processes trillions of dollars in real estate transactions annually, handling everything from “property listing… public records… property history… detailed photos… environmental data, neighborhood” information and more, according to Heithaus.

The Path Forward: Enhancement Over Replacement

Rather than replacement, Heithaus suggests the industry needs to focus on modernization. “What we really need to do as an industry is we need to get back to fundamentals and understand that the foundation is solid and doesn’t need to be replaced. It just needs to be modernized and built on,”he explains.

This modernization is already happening through strategic partnerships between MLSs and technology companies. Heithaus points to emerging solutions in artificial intelligence, photo parsing, and improved data sharing between regions as examples of how the industry is evolving without dismantling its core infrastructure.

The Role of Private Innovation

While major platforms may not want to replace the MLS, they are playing a crucial role in its evolution. “That’s where good prop tech comes in,” Heithaus says, describing how companies are developing specialized tools to address specific market needs while preserving the MLS’s fundamental role.

Some MLSs are taking innovation into their own hands. Heithaus points to groups like the Hive in North Carolina, which hired Modern Tech to build their own database, reducing dependence on traditional MLS software companies.

Looking Ahead

The future of real estate infrastructure likely lies in this hybrid model, where the MLS maintains its role as market foundation while private companies provide specialized tools and innovations to address specific market needs.

“We should basically, as an industry, circle around the MLS and find out ways we can make it better, not tear it down,” Heithaus concludes, suggesting that the path forward lies in strengthening rather than replacing this crucial market infrastructure.