Real estate data provider Cotality has launched Cotality Broker Listing Exchange, a new listing-management workflow tool for brokerages. HomeServices of America and Keller Williams will be the first firms to adopt the platform.
Cotality BLX is designed to help brokerages manage premarket activity and control how their listings are distributed across MLSs, real estate portals and partners.
“We heard clearly from agents and franchise owners that managing listings across multiple platforms creates unnecessary friction in an already fast-moving business and a rapidly evolving industry,” KW President and CEO Chris Czarnecki said. “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.”
For example, HomeServices of America currently operates across more than 250 MLS relationships nationwide, where listings are typically entered into local systems before being redistributed. Cotality BLX will invert that model, establishing a controlled, brokerage-level environment for entering new listings while preserving MLSs as a foundational component of the broader ecosystem.
The unveiling of the platform comes amid upheaval in the way listings are managed between platforms. Numerous brokerages have signed on to Zillow Preview, which will share the listings with Realtor.com. Midwest Real Estate Data recently announced the nationwide expansion of its Private Listing Network, while Compass has agreed to share its listings, including Private Exclusive and Coming Soon listings with MRED’s PLN.
“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,” HomeServices CEO Chris Kelly said.
“Our MLS partners remain central to how the industry functions, and that will not change,” HomeServices Senior Vice President Lacey Conway said. “BLX is about streamlining the entry and flow of listing data so it is more consistent and more usable across platforms.”
At the operational level, agents will have a single-entry point for new listings, which will then be distributed across MLSs, consumer platforms and other approved destinations. The platform is intended to integrate with existing brokerage workflows, allowing agents to continue entering listing data in a familiar way, with minimal disruption or additional training. It is also expected to provide agents with more real-time insights into pricing trends, market changes and listing performance.
The initial rollout of Cotality BLX is expected to begin in the next three to six months, with broader expansion planned in coordination with MLS partners nationwide.