The companies made clear the initiative is built around simplicity as well as data input and control for real estate agents.
HomeServices of America, Keller Williams and Cotality announced on Tuesday that they are launching a new listing entry and distribution platform in response to what they described as a fragmented multiple listing market.
The companies said they would be rolling out the new platform over the next 3-6 months and that the platform would serve as a single entry point for HomeServices and Keller Williams agents.
In a joint statement announcing the launch of the platform, dubbed the Cotality Broker Listing Exchange, or BLX, the companies made clear the initiative is focused on efficiency as well as data control.
“Control and stewardship of listing data is becoming increasingly important in today’s market,” said HomeServices of America CEO Chris Kelly. “BLX allows us to modernize how that data is entered and distributed, improve consistency and quality, and give agents and clients greater clarity and flexibility. Importantly, this is not about bypassing MLSs … it’s about improving the way data moves through the system while strengthening its integrity at the source.”
Agents in the HomeServices of America network currently work in 250 MLSs, where they create and upload listings. Those MLSs then distribute the listings more widely to the public and public-facing portals. However, BLX will now let agents input data at a single point before it goes out to MLSs.
Keller Williams CEO Chris Czarnecki said the franchisor’s adoption of the new platform was about reducing friction and providing better control over listing data.
“By reducing duplicate entry across platforms and creating a more centralized experience, we’re helping our affiliated agents save time and gain greater control over their listings while creating maximum exposure opportunities for their clients,” Czarnecki said in a statement. “The BLX platform will afford our affiliated agents maximum flexibility in how they manage their listings distributions, in a format that they are highly familiar with, which in turns creates leverage for their business and gives them a competitive advantage in the marketplace.”
The initiative is also expected to provide better real-time insights into pricing trends, market dynamics and listing performance, the companies said.
“BLX will invert that model, establishing a controlled, brokerage-level environment for listing entry while preserving MLSs as a foundational component of the broader ecosystem,” the statement from HomeServices said.
The companies said the platform was designed to comply with local MLS rules and standards.
“We are honored to partner with HomeServices of America to bring the transformative Cotality Broker Listing Exchange solution to their world-class network,” Cotality CEO Pat Dodd said. “This collaboration is about more than technology; it is about empowering agents and simplifying the listing process at its source.
“Together, we’re creating a more transparent experience that benefits the entire real estate ecosystem, from our MLS partners to the homebuyers and sellers who rely on the expertise of their agents.”
Editor’s note: This post was updated after publication to reflect Keller Williams’ participation in the launch.