The Top 3 Mistakes Brokers Make With the MLS

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Have you ever thought about the brokers’ mistakes?

The Multiple Listing Service (MLS) is one of the most powerful tools in a broker’s arsenal. It provides unparalleled access to property data, connects real estate professionals, and fuels most residential sales across the U.S. However, despite its importance, many brokers misuse or underutilize the MLS — often in ways that can hurt their business, their clients, and their reputation.

Here are the top three mistakes brokers commonly make with the MLS — and how to avoid them.

1. Inaccurate or Incomplete Listings

The Mistake:

One of the most common — and damaging — errors brokers make is entering inaccurate or incomplete data into the MLS. This includes wrong square footage, incorrect bedroom/bathroom counts, outdated photos, or simply missing essential information like school districts or homeowners association (HOA) details.

In some cases, the mistake is unintentional, due to oversight or poor recordkeeping. In others, it’s an attempt to game the system — for example, exaggerating features to make a property seem more appealing. Either way, it undermines the broker’s credibility and opens the door to legal liability.

Why It Matters:

Misleading data can lead to buyer complaints, delayed transactions, or worse — lawsuits.
Other agents lose trust in your listings, reducing showings or offers.
Your brokerage’s brand takes a hit with each misstep.

How to Avoid It:

Double-check all entries before submitting a listing.
Use professional photography and accurate floorplans.
Update listings promptly when information changes.
Educate your team on MLS data standards and local rules.

2. Ignoring MLS Rules and Deadlines

The Mistake:

Every MLS system has specific rules and timelines — from how soon a listing must be submitted after signing an agreement to how long you can mark a listing as “Coming Soon.” Brokers who ignore these deadlines, either through ignorance or negligence, risk penalties, fines, or even suspension from the MLS.

Some brokers intentionally delay listing a property on the MLS in hopes of finding a buyer themselves (often called a “pocket listing”), but in most areas, this behavior violates clear cooperation policies.

Why It Matters:

Violating MLS rules can lead to formal complaints and hefty fines.
Non-compliance reduces exposure for your listings, hurting your seller.
Failure to cooperate undermines the very spirit of the MLS, which is built on fairness and transparency.

How to Avoid It:

Review your MLS’s rules regularly; they change more often than many brokers realize.
Train all agents on clear cooperation policies, submission deadlines, and listing statuses.
Use MLS compliance tools or support lines when in doubt — ignorance isn’t a defense.

3. Underutilizing MLS Tools and Data

The Mistake:

Many brokers treat the MLS as just a listing portal — a place to upload properties and search for comps. But modern MLS platforms offer far more than that: robust analytics, mapping tools, market trend reports, client collaboration portals, and integrations with CRMs and marketing systems.

Failing to leverage these tools leaves valuable insights on the table. Worse, brokers who don’t understand the data are often outmaneuvered by competitors who do.

Why It Matters:

MLS tools can enhance your pricing strategy, buyer insights, and client communication.
Market reports build trust with clients and make you look more professional.
Tech-savvy brokers win more business, especially with younger buyers and sellers.

How to Avoid It:

Take time to explore the advanced features your MLS offers.
Attend MLS training sessions, webinars, or lunch-and-learns.
Integrate MLS data with your marketing or lead-gen tools to streamline workflow.
Encourage your agents to go beyond just “searching and posting.”

Final Thoughts

The MLS remains the backbone of residential real estate in most markets, but simply having access isn’t enough. Brokers who misuse, neglect, or underexploit the MLS risk falling behind — in accuracy, in compliance, and in client trust.

By focusing on data integrity, rule adherence, and full platform utilization, brokers can turn the MLS into not just a tool, but a competitive advantage. Avoiding these top three mistakes is a great place to start.

Frequently Asked Questions

What is the most common mistake brokers make when using the MLS?

The most common mistake is entering inaccurate or incomplete listing information. This includes incorrect square footage, miscounted bedrooms or bathrooms, missing HOA fees, or using outdated or poor-quality photos. These inaccuracies not only mislead buyers but also damage the broker’s credibility and can lead to legal issues or disputes post-sale. Incomplete listings can also deter agents from showing a property, as buyers are less likely to engage with listings lacking key details.

Why is adhering to MLS rules and deadlines so important for brokers?

MLS rules and deadlines ensure fairness, accuracy, and cooperation among brokers. When a broker fails to submit a listing within the required timeframe or misuses listing statuses like “Coming Soon,” it can violate clear cooperation policies, resulting in fines, formal complaints, or even suspension. More importantly, these violations can reduce a property’s visibility and hurt the seller’s chance at getting the best offer. MLS compliance protects both the integrity of the market and the reputation of the agent.

What are the consequences of inaccurate listings on the MLS?

Inaccurate MLS listings can lead to a loss of trust, fewer showings, and even legal liability. For example, overstating square footage or misrepresenting property features can result in a buyer backing out of the deal or filing a complaint. Other agents may avoid showing your listings if they suspect your data isn’t reliable. Over time, this damages your professional relationships and undermines your brokerage’s reputation in the market.

How can brokers ensure their MLS listings are accurate and complete?

Brokers can ensure accuracy by:

Verifying property details with public records or professional measurements.
Using professional photographers to showcase the property effectively.
Filling out every MLS field with as much detail as possible.
Regularly updating listings as property status or details change.
Training their teams on data entry standards and quality control.

A checklist or internal audit system before publishing a listing can help catch common errors.

What are some of the underused tools in modern MLS platforms?

Many brokers underuse advanced MLS tools like:

Market trend reports for local pricing insights.
Client portals that allow buyers to interact with listings and give feedback.
Mapping features to highlight nearby amenities.
Integrated CMA tools for professional pricing strategies.
Automation integrations with CRM and email marketing systems.

Using these tools not only streamlines workflow but also positions brokers as tech-savvy professionals offering more value to clients.

Is using the MLS enough to market a property effectively?

No — while the MLS is the foundation of property exposure, it shouldn’t be the only tool brokers rely on. A strong marketing strategy should combine MLS listing with:

Social media promotion.
Email campaigns to buyer agents and leads.
Direct outreach or open houses.
Video tours or 3D walkthroughs.

That said, a well-crafted and accurate MLS listing feeds into many of these platforms via syndication, so getting it right is still essential.

What is a “Coming Soon” status and how do brokers misuse it?

“Coming Soon” is an MLS status used to promote a property before it is fully available for showings. It generates pre-market interest while giving sellers time to prepare.

Brokers misuse it by:

Keeping listings in “Coming Soon” too long to avoid cooperation with other agents.
Showing the property before it’s officially active, which may violate MLS rules.
Failing to transition the status when it goes live, reducing exposure.

Using this status incorrectly can trigger penalties and damage your standing with the MLS and peer brokers.

How can brokers stay up to date on MLS rule changes?

Brokers should:

Subscribe to MLS newsletters or updates.
Attend local association meetings or MLS-sponsored webinars.
Appoint a compliance officer or coordinator within their team to monitor rule changes.
Regularly review the MLS handbook or clear cooperation policy.

Being proactive about rule changes prevents unintentional violations and keeps your brokerage competitive and compliant.