Unlocking Deep Value in Multiple Listing Services

Data standards are important, but data accessibility is more important.

The organized real estate industry is at a crossroads, with Realtor associations and MLSs in a delicate position.

In the aftermath of multiple lawsuits in 2024 which fundamentally changed how real estate commissions are advertised and earned, many agents feel that the hundreds of millions of dollars of annual membership dues paid to local/state associations and the NAR did little to stave off recent regulatory changes. Re-establishing trust and demonstrating undeniable value to agents and brokers is paramount.

One of the most direct ways to do this is by making MLS data more accessible, intuitive, and powerful.

Traditionally, agents have had to grapple with maze-like filters, drop-down menus, and layers of pages just to get the insights they need. Meanwhile, we live in a world of seamless, on-demand interactions—whether shopping online or chatting with friends—and real estate professionals want the same convenience for market analysis.

This is one of the primary reasons we’re building Sidekick. At its core, Sidekick offers a dynamic, conversational engine that understands natural language queries that can report raw metrics, and also generate granular comparisons and insights in near real-time. In effect, it can become an alternative, conversational front-end for MLSs to make it as easy as possible for agents to maximize the value of data.

Agents are voting with their chats

In an era where commissions and transaction processes are under a magnifying glass, the ability to quickly present clear, verifiable data builds trust with buyers and sellers. Research from the WAV Group underscores the appetite for this approach, noting that 87% of Realtors are actively using generative AI tools like ChatGPT. Similarly, nearly 90% of all prompts within Sidekick trigger the Sidekick Query Engine (SQE), revealing how strongly agents crave a ChatGPT-like interface to extract and interpret MLS data. This mirrors a larger shift in expectations: real estate professionals don’t just want better data—they want data that’s delivered in a way that’s natural, quick, and accessible.

At the same time, MLSs are more “mission critical” than ever. Recent moves by large brokerages to undercut the NAR’s Clear Cooperation Policy—originally designed to ensure transparency and collaboration among brokers—have raised concerns about the fragmentation of listings. With alternative channels for privately marketing properties on the rise, MLSs must reaffirm themselves as the single source of truth for the benefit of buyers, sellers, and agents alike. By integrating conversational technology, they can effectively reimagine how users engage with listing data, fostering collaboration rather than weakening it.

Early adopters are pulling ahead

Many of the largest MLSs and Realtor associations have already partnered with Sidekick to bring this vision to life. By delivering a modern, AI-powered interface that simplifies data access, MLSs can demonstrate their commitment to staying ahead of the curve—offering the user-friendly experience agents have come to expect across all aspects of their professional and personal lives. And in the process, they can unlock newer ways to monetize their core assets.

Failing to modernize risks alienating the very members that need support. Embracing tools like Sidekick sends a clear message: we are evolving, we are providing the real-time insights and transparent data agents need, and are protecting the role of MLSs as the industry’s indispensable custodians of truth.

The stakes are too high and the time is now.

Michael Martin
Co-Founder/Co-CEO, Sidekick