A
new, MLS-driven home search portal is set to enter the competitive market, aiming to provide a more agent-friendly alternative. The Broker Public Portal (BPP), led by Midwest Real Estate Data (MRED) and BPP CEO Dan Troup, will launch a consumer-facing site later this year. This initiative seeks to differentiate itself from leading portals like Zillow and Realtor.com by not taking referral fees or charging for leads.

    Brokers have been asking for a portal they can control, without being forced to "buy their customers back," as MRED President Rebecca Jensen put it. The new BPP site will abide by Fair Display Guidelines and focus on providing value to members, rather than competing with agents or brokers.

    The initiative has gained industry support, with North Carolina's Doorify MLS already partnering with BPP. Troup is testing a site that integrates data from 15 different MLSs, leveraging advancements in technology to make a nationwide portal feasible. The new portal won't require massive marketing budgets, as it will rely on its infrastructure and AI capabilities to compete.