The largest multiple listing service in the Midwest will syndicate listings to third-party listings portal when its members opt in to a new syndication service announced today.

Lisle, Ill.-based Midwest Real Estate Data (MRED) serves nearly 8,000 real estate offices and 40,000 real estate professionals in the metro Chicago area, including northern Illinois, southern Wisconsin and northwest Indiana.

Like many MLSs, MRED previously sent listings directly to only one third-party listing site,, which is operated by Move Inc. under an agreement with the National Association of Realtors.

MRED officials say the MLS is planning to expand the number of third-party sites it "self-syndicates" to, with the goal of improving the timeliness and accuracy of data across the Internet

"We chose to partner with Trulia first because of their industry-friendly Trulia Data Pledge," MRED CEO Russ Bergeron said in a statement. "We are confident that Trulia is going to protect our data and fairly represent our listings."

Trulia announced the data pledge last month, after Minnesota-based Edina Realty Inc. announced it would no longer provide listings to third-party sites because of concerns about accuracy and ads for competitors appearing alongside of listings.

The data pledge stipulates that Trulia will not resyndicate listings to other sites, and will make it easy for consumers to contact the source providing listings data and the listing agent, "based on the information provided to Trulia."

"Ads will be identified as ads to distinguish advertising from listings content," Trulia’s Ginger Wilcox promised in a post on the company’s blog. "We will remove ads that confuse consumers about the official agent or broker for a listing."

Brokers typically display each other’s listings on their own websites by publishing Internet Data Exchange (IDX) feeds that are maintained by MLSs. Only MLS members may publish IDX listings, however.

Brokers who want their listings to appear on third-party sites like, Trulia and Zillow must "syndicate" them.

By agreeing to provide listings to Trulia directly when its members give it the go-ahead, MRED is simplifying the syndication process for them — and ensuring that the data comes straight from the source.

MRED’s policy is "opt in" — meaning members’ listings are not sent to Trulia or any other third-party site unless they direct MRED to do so.

Thanks to its ties to NAR, nearly all of the nation’s 900-plus MLSs syndicate listings to ( also provides listings to AOL Real Estate).

Other third-party websites often rely on third-party companies that syndicate listings data to multiple sites. Some of the bigger third-party listings portals, like Trulia and Zillow, have been making headway in signing syndication agreements directly with brokers and MLSs.

Trulia declined to provide exact numbers, but said it has similar syndication agreements in place with the Houston Association of Realtors, Connecticut MLS, Northern Ohio Regional MLS, and San Jose, Calif.-based MLS Listings.

This month, the nation’s fourth-largest broker, Pittsburgh-based Howard Hanna Real Estate Services, said it had signed separate marketing agreements with and Zillow to promote its listings on the sites, unaccompanied by ads or lead forms for competing brokerages. Howard Hanna will provide listings directly to under the terms of that agreement

In responding to Edina’s decision to pull its listings from Trulia, the company characterized the move as "bad for agents (and) consumers." If listing agents want to be the only agent displayed on lead forms that appear next to listings, "all they need to do is create a free account with Trulia," the company said.

Providing "highly accurate listing information to consumers" is one of the company’s top priorities, the company said, noting that a study Trulia conducted of third-party listing sites concluded that 69 percent of inaccurate data came from third-party syndicators.

"While Trulia does receive data from these sources, our algorithms select the highest-quality source of listings data to display on our site," the company said. "When available, we always display higher-quality listings data sent directly from MLSs or brokerages, like Edina, instead of poorer-quality data from third-party syndicators."

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
Thank you for subscribing to Morning Headlines.
Back to top
Real estate news and analysis that gives you the inside track. Subscribe to Inman Select for 50% off.SUBSCRIBE NOW×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription