Branding on Multiple Listing Service (MLS) Tours Policy

Updated: 2/12/2008

A Multiple Listing Service (MLS) is a group of private databases which allows real estate brokers representing sellers under a listing contract to widely share information about properties with real estate brokers who may represent potential buyers or wish to cooperate with a seller's broker in finding a buyer for the property. There is no single authoritative "MLS", and no universal data format. The many local and private databases--some of which are controlled by single associations of realtors or groupings of associations (which represent all brokers within a given community or geographical area) or by real estate brokers--are collectively referred to as the MLS because of their reciprocal access agreements.

The local MLS in a given region promulgates the rules and regulations applicable to internet listing of properties within that area. These rules typically cover what can be included on a virtual tour submitted to the MLS.

The continued growth in online house hunting among buyers has resulted in the need for the real estate industry to establish regulations specifically related to the display of MLS properties on real estate related websites. These regulations are known as Internet Data Exchange (IDX), and are also called broker reciprocity by which brokers mutually agree to allow the display of their listings on each other's websites. This is made possible by guidelines and regulations which are enforced by the local MLS, and they do have an impact on virtual tours.

While branded virtual tours of real estate properties are permitted on all public websites (i.e. real estate agent or brokerage websites), virtual tours submitted to the MLS for sharing by IDX participants typically must exclude branded information. Examples of branded tours are tours that include visual, verbal, or written information, in an image, such as “for sale” signs, email addresses, websites, office-mobile-fax numbers, company affiliations, primary or ancillary advertisements, logos, agent or team names, or any other identifiable codes or symbols.

RTV's Tour Management System automatically generates a series of links for each virtual tour that is uploaded to the system that are generally IDX-compliant. These links can be found by clicking under “Deliverables" of a specific tour in the Tour Management System. However, there are varying degrees of brand restriction associated with each of the IDX linking options. Check with your local MLS to find out which linking option will meet their requirements. Failure to do so may result in removal of the virtual tour from the listing by the MLS and possible fines.

It is the responsibility of each virtual tour builder (RTV Dealer) to become aware of the branding restrictions set forth by their local MLS before submitting virtual tours for placement on a website. RTV is not liable for any fines imposed by an MLS to a listing agent or virtual tour builder for violation of MLS branding regulations.