The companies revealed that the initiative is built with an emphasis on simplicity, as well as data entry and control for real estate agents.
HomeServices of America, Keller Williams and Kotality announced Tuesday the launch of a new listing entry and distribution platform in response to what they call a fragmented multi-listing market.
The companies said they will roll out the new platform over the next three to six months and that it will serve as a single entry point for HomeServices and Keller Williams agents.
In a joint statement announcing the launch of the platform, called Cotality Broker Listing Exchange (BLX), the companies revealed that the initiative will focus on efficiency and data management.
“The management and control of listing data has become increasingly important in today’s market,” said Chris Kelly, CEO of HomeServices of America. “BLX allows us to modernize the way data is entered and delivered, improving consistency and quality, and giving agents and clients greater clarity and flexibility. Importantly, this is not about bypassing MLS, but rather improving how data moves through the system while enforcing integrity at the source.”
Agents in the HomeServices of America network currently work in 250 MLSs where they create and upload listings. These MLSs distribute the listings more widely to public and public facing portals. However, BLX allows agents to enter data at one point before it is sent to MLS.
Keller Williams CEO Chris Czarnecki said franchisors’ adoption of the new platform is meant to reduce friction and give them better control over listing data.
“By reducing duplicate entries across platforms and creating a more unified experience, we help our partner agencies have more control over their listings while saving time and creating maximum exposure opportunities for their clients,” Czarnecki said in a statement. “The BLX platform gives our affiliated agents maximum flexibility in how they manage listing distribution in a format they are familiar with. This creates leverage for their business and gives them a competitive advantage in the marketplace.”
The companies say the initiative is expected to provide better real-time insight into price trends, market trends and listing performance.
“BLX reverses that model and establishes a managed broker-level environment for listing entry while maintaining MLS as a foundational component of the broader ecosystem,” HomeServices’ statement said.
The companies said the platform is designed to comply with local MLS rules and standards.
“We are proud to partner with HomeServices of America to bring the innovative Cotality Broker Listing Exchange solution to their world-class network,” said Cotality CEO Pat Dodd. “This collaboration is about more than technology, it’s about empowering agents and simplifying the listing process at the source.
“Together, we will create a more transparent experience that benefits the entire real estate ecosystem, from MLS partners to homebuyers and sellers who rely on agent expertise.”
Editor’s note: This post was updated after publication to reflect Keller Williams’ participation in the launch.
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