In this episode, you’ll discover how MLSs are evolving beyond basic listings to become essential technology partners for real estate professionals. We sit down with Marilyn Wilson, CEO of The Wave Group and founder of RE Technology, to explore how modern Multiple Listing Services are redefining their value proposition in a shifting landscape. Marilyn shares why the true power of an MLS lies not just in cooperation, but in the robust suite of tools, training, and support that empower agents to build lasting client relationships.

We dive deep into the crucial role of non-dues revenue and why strategic partnerships between MLSs and technology vendors like Lone Wolf are vital for reducing friction in the transaction process. You’ll hear actionable insights on leveraging data integration to streamline operations and why “open MLS” systems might be the key to unlocking more inventory for consumers. Marilyn also unpacks the pitfalls of MLSs trying to build their own tech stacks versus partnering with specialized providers to deliver seamless, efficient solutions.

As a leading voice in real estate technology consulting, Marilyn brings decades of experience helping the entire ecosystem—from brokers to associations—thrive together. With industry changes accelerating, understanding these strategic shifts is critical for any agent or broker looking to stay ahead of the curve. Tune in to keep moving your real estate business forward, and don’t forget to subscribe for more insights on the pulse of proptech.

https://www.lwolf.com/podcast

The gap between agents who struggle with technology and those who thrive often comes down to mindset rather than technical skill. Sarita Dua bridges that gap in this conversation, sharing practical frameworks that any agent can implement regardless of their technical background.

Her path to real estate included 14 years in high-tech sales and marketing, which taught her how to evaluate technology through the lens of actual ROI rather than impressive demonstrations. Her engineering training instilled habits of identifying inefficiencies and designing solutions. Her MIT Sloan Executive MBA, completed in May 2020 just as the industry faced unprecedented disruption, provided frameworks for thinking about business operations systematically.

This combination produces insights that feel immediately actionable. Sarita advocates for solving real problems with the right tools, building templates that create consistency without killing creativity, and maintaining the human relationships that generate referrals while leveraging automation for everything that doesn't require personal attention.

Her perspective carries additional weight through her industry involvement. As a member of the Zillow Agent Advisory Board, former Inman Ambassadors leadership team member, and active participant in the PropTech Advisory Board, Sarita sees technology trends before they reach mainstream adoption. She trains and coaches other agents, giving her visibility into the common mistakes that derail technology implementations. And her marathon training provides an unexpected but powerful metaphor for how to build sustainable systems through discipline, consistency, and continuous improvement.

This episode explores:

• How engineering mindset translates to real estate efficiency and why technical training helps identify problems others miss
• AI tools that actually save time versus those that add complexity without corresponding value
• Template and workflow systems that create consistency while preserving personalization
• Database management strategies that generate consistent referrals through intentional relationship nurturing
• The marathon runner's approach to business building and why sustainable practices beat heroic effort
• How to evaluate new technology through practical ROI rather than feature excitement
• Common mistakes agents make when adopting new tools and how to avoid them

Whether you're overwhelmed by the pace of technological change or eager to find practical applications for AI in your business, this conversation offers frameworks from someone who combines technical credibility with real-world brokerage experience.

https://www.lwolf.com/podcast

In this episode of PropTech Pulse, host Jake Hamilton welcomes York Bauer, Chief Industry Relations Officer at Lone Wolf Technologies. With four decades of technology leadership including time at Microsoft during pivotal platform transitions, York brings grounded perspective on what separates meaningful technology from industry hype. The conversation explores genuine platform openness, strategic AI evaluation, data quality requirements, broker dashboard applications, and frameworks for technology decisions that serve business objectives rather than vendor interests.

Topics Covered

• What makes platforms genuinely "open" beyond marketing claims
• How business objectives should drive technology decisions
• Why data quality determines AI effectiveness
• Strategic applications for broker dashboards beyond operational monitoring
• The measurement discipline required for effective management
• Partnership strategies for technology vendors
• Training approaches that drive sustained adoption
• Separating substance from hype in technology evaluation

Key Quotes

• "You can't be kind of, sort of, maybe part of the time when I feel like an open platform. You're either open or you're not open."
• "If you can't measure it, you can't manage it. I know that's a trite ism, but it also happens to be absolutely true."
• "The best technology is the one you actually use. And the only way that's really going to happen is if you tie it back to the business objectives that you're driving."
• "Don't do it alone. It's partnerships that allow you to skip to the front of the line, to short circuit the development process."
• "You can't just focus on how to do something, how to use the tool. You have to teach the agents why they need to use the tool and where and when to implement it."
• "We tend to downplay or worst case, even ignore data. We either don't look for it at all or it's flashing red lights telling us something which we then ignore because we somehow think we know better."

About York Bauer

York Bauer serves as Chief Industry Relations Officer at Lone Wolf Technologies, bringing 40+ years of technology leadership experience to advocacy for strategic approaches that serve brokerage businesses. He founded Moxie, competed successfully in the real estate technology space, and learned platform principles at Microsoft during the 1990s. His perspective combines technical depth, including computer science training and early AI language study, with entrepreneurial experience building and scaling software companies. York champions genuine platform openness, measurement-driven management, and technology decisions grounded in clear business objectives rather than impressive demonstrations.

Resources Mentioned

• Open platform architecture principles
• Broker dashboard applications for strategy
• AI evaluation framework for real estate
• Data quality requirements for analytics
• Technology adoption best practices

Connect With York Bauer

• LinkedIn: York Bauer
• LinkedIn: Jake Hamilton
• Website: Lone Wolf Technologies

PropTech Pulse: From the entrepreneur's desk to the industry front lines and into real-world operations—taking the pulse of real estate technology in just 20 minutes.

Subscribe: lwolf.com/podcast

https://www.lwolf.com/podcast

In this episode of PropTech Pulse, host Kyle Hunter welcomes Phil Price, CFO of Smith & Associates Real Estate and LUXE Title Services. Price brings a distinctive perspective to real estate technology and operations, combining his CPA background and experience at KPMG with eight years leading finance, operations, technology, and ancillary services for one of Tampa Bay's premier independent brokerages.

Smith & Associates Real Estate represents a powerful case study for independent brokerage success. Now in its 55th year, the company was founded by Mary Smith Conover as a women-led organization and has evolved into Tampa Bay's most productive brokerage, with approximately 300 agents maintaining an average selling price of $1 million. Under CEO Bob Glasser's leadership and Price's operational guidance, the company has maintained significant market share in the luxury segment while staying true to its independent roots and family-oriented culture.

The conversation addresses critical questions for brokerages navigating today's consolidating market. How do independent brokerages compete against national franchises and well-capitalized competitors? What role does culture play in retention and recruitment? How should brokerages approach technology adoption and investment? Where do ancillary services like title and insurance fit into the value proposition? Price's insights reveal that success comes from prioritizing agent support, maintaining operational excellence, capturing clean data for strategic decisions, and building genuine relationships over chasing market share through volume.

Topics Covered

• Career transition from public accounting (KPMG) to real estate and the unique perspective it provides on brokerage operations
• Smith & Associates Real Estate's 55-year history and evolution from Mary Smith Conover's founding vision
• Independent brokerage strategy in a consolidating market dominated by franchises and well-capitalized competitors
• Culture as competitive advantage through the "if the agents aren't here, we're not here" philosophy
• Luxury market positioning as a service standard rather than a price point
• The role of units per agent and volume per agent as key productivity metrics
• Technology adoption strategy focused on agent support and administrative efficiency
• Back office and transaction management as data capture opportunities for market analysis
• Strategic data collection following NAR settlement changes and MLS data restrictions
• Commission structures and compensation models for recruiting and retention
• Growth from recruitment focused on value proposition alignment and culture fit
• M&A strategy for acquiring brokerages with compatible cultures and compensation models
• Ancillary services integration through LUXE Title Services and insurance joint ventures
• Title company capture rates from internal listings and external agent relationships
• Building external agent relationships despite brokerage affiliation through service excellence
• The future of AI in real estate operations, focusing on administrative efficiency over agent replacement
• Repurposing staff toward relationship-building and cultural support as automation handles routine tasks
• Technology vendor partnerships that prioritize forward-thinking development and continuous improvement

Key Quotes

• "I would go into accounting, but I'm a people person, so I get to compete against non people people."
• "We don't really care how many agents we have. We just want the most professional agents in the market, and we want our roster to look that way."
• "He looks at the associates as his family. When we have been approached, his tone is always, I can't do that to my agents."
• "If an agent needs something, you drop what you're do

https://www.lwolf.com/podcast

In this essential episode of PropTech Pulse, host Kyle Hunter welcomes Craig McClelland, a 25-year real estate veteran who has operated at every level of the industry—from independent brokerage owner to national corporate leader, mortgage servicing rights portfolio manager, and active PropTech investor. McClelland brings rare 360-degree visibility into how technology, capital, and operational strategy converge to reshape residential real estate.

The conversation addresses urgent questions facing brokers navigating consolidation: What does the Mr. Cooper acquisition of Rocket Mortgage and Redfin signal about industry direction? How are mega brokerages like Anywhere (300K agents), Compass (28K agents), and eXp (89K agents) executing different strategies to consolidate market share? Can independent brokerages survive, and if so, how? What role will MLS organizations play when traditional value propositions erode? Where does AI actually deliver value versus creating expensive distraction?

McClelland's answers challenge conventional wisdom. While most industry voices push volume-based growth and automation, he advocates for specialization, operational excellence, and authentic relationships. Independent brokerages that thrive won't compete with mega brokers on their terms—they'll deliver specialized expertise and personalized service that large organizations cannot replicate at scale.

Topics Covered

• The Mr. Cooper-Rocket-Redfin acquisition and what ecosystem integration means for competitive dynamics
• The digital adoption gap: 15% of mortgage consumers versus 85% of real estate consumers start digitally
• How the 2024 move-up buyer phenomenon (70% had homes to sell) changed power relationships
• Different mega brokerage strategies: franchise aggregation (Anywhere), technology investment (Compass), virtual operations (eXp)
• Survival strategies for independent brokerages through specialization and value differentiation
• The future of MLS organizations beyond data aggregation and co-op commission facilitation
• Where AI delivers real value: backend operations versus consumer-facing automation
• The problem-first filter for technology adoption
• Why relationship-based businesses require relationship-focused technology approaches
• Value articulation as the foundation for competitive positioning

Key Quotes

• "If you provide true value, you'll always have a place in this space. But as companies get bigger, they get more vanilla. The agents who specialize and articulate their unique value are the ones nobody can replace."
• "Less than 15% of consumers start their mortgage journey digitally, but 85% start their real estate search digitally. That gap is what the Mr. Cooper acquisition is really about—controlling the full consumer journey."
• "In 2024, 70% of buyers had a house to sell, and 85% of them used the same agent for both transactions. That fundamentally changes where power lives in the funnel."
• "Anywhere has 300,000 agents playing franchise aggregation. Compass has 28,000 agents with $3 billion building technology. eXp has 89,000 agents in a virtual model. Each strategy creates different competitive vulnerabilities."
• "You're going to have to specialize. You're going to have to have a niche. Someone comes to you asking about a property outside your expertise? Say no. That's not what I do. I'll refer it out."
• "What is the MLS value? They can't share co-op commissions anymore. They're no longer the data repository. So what do they do? They have to figure out their value and deliver on it."
• "AI is great for back-end efficiencies—data analysis, market insights, administrative tasks. But I'm very cautious about AI in client communication.

https://www.lwolf.com/podcast

Discover how to balance technology adoption with authentic relationship building in real estate. Laurie Weston Davis, broker-owner of Better Homes & Gardens Lifestyle Property Partners and the original "Geeky Girl," shares nearly 20 years of wisdom on using technology to enhance—not replace—human connections.

🎯 Key Insights:

• The "problem-first" filter for evaluating new technology solutions
• Why technology should inform your outreach, not automate it
• Leading by example to drive successful team technology adoption
• Navigating AI implementation with strategic caution
• The dangers of "drip, poke, and touch" automation in relationship-based businesses

🔑 Essential Quotes: "Our company is 100% relationship based. We don't buy leads... it's about the people and they know you and trust you and love you."

"The best technology is the kind that can let me know who I need to be talking to right now... but they're not going to talk to the person for me necessarily."

"My filter generally is: is it solving a problem that I already have?"

"Don't be transactional. Really build the relationships because they will serve you a lot longer."

🏢 About Laurie Weston Davis: Broker-owner with three offices in North Carolina (Pinehurst, Southern Pines, Banner Elk). Started in 2006, serves on NAR's MLS Issues and Policy Committee. Known as the original "Geeky Girl" for helping agents navigate early social media and digital tools.

📋 Topics Covered:

• Relationship-first business philosophy and "core 10" strategy
• Technology as intelligence vs. automation
• AI adoption best practices and potential pitfalls
• Generational differences in technology acceptance
• Client-centric technology selection criteria
• Simplicity over complexity in tech stack management

💡 Perfect For: Brokers, agents, real estate entrepreneurs, and anyone seeking authentic technology adoption strategies that strengthen rather than replace human relationships.

🎧 PropTech Pulse delivers actionable real estate technology insights in just 20 minutes.

#PropTech #RealEstate #RelationshipBuilding #TechnologyAdoption #AI #RealEstateBroker #AuthenticMarketing #CRM #GeekGirl #BetterHomesAndGardens #ClientRelationships #RealEstateTechnology

https://www.lwolf.com/podcast

Discover the vendor selection secrets that independent real estate brokerages need to thrive. Vanessa Bergmark, owner of Red Oak Realty with 22 years in real estate and 15 years as a brokerage owner, reveals the strategic approach to technology partnerships that drives sustainable growth.

🎯 Key Insights:

• Why vendor relationships matter more than product features
• How to evaluate technology when you don't understand the technical details
• The foundation-first approach: backend systems before marketing tools
• Effective due diligence strategies that include team input
• When to stay with existing vendors vs. switching to new solutions

🔑 Essential Quotes: "In real estate we all say it's all about relationships... That's the entire ecosystem of real estate."

"Technology always has felt like it's behind this screen... Having that trust in the vendor that understands that language is somewhat crucial because I don't understand it."

"You could love that product. It could be the right price. It could have all the right features... but it's not going to be the one you choose because 'Will you get a phone call back?'"

"Taking your time getting in is a lot more beneficial than making the wrong decision and trying to get out. It's super disruptive."

🏢 About Vanessa Bergmark: Owner of Red Oak Realty, a boutique independent brokerage in California's East Bay with 160-180 agents. The brokerage is approaching its 50th anniversary while maintaining independent flexibility. Bergmark serves on the Lonewolf customer advisory board and participates in Leading RE networks.

📋 Topics Covered:

• Vendor relationship management for independent brokerages
• Technology trust and transparency challenges
• Referral networks and industry connections for vendor evaluation
• Financial platforms and transaction management priorities
• Team involvement in technology selection processes
• Long-term vendor partnership strategies

💡 Perfect For: Independent brokerage owners, operations managers, real estate entrepreneurs, and anyone selecting technology vendors for real estate businesses.

🎧 PropTech Pulse delivers actionable real estate technology insights in just 20 minutes.

#PropTech #RealEstate #IndependentBrokerage #VendorRelationships #Technology #BrokerageOperations #RealEstateTechnology #VendorSelection #TransactionManagement #RealEstateBusiness #TechnologyPartnership #BrokerageOwner

https://www.lwolf.com/podcast

Episode Summary
In this forward-looking episode of PropTech Pulse, host Jake Hamilton sits down with Jeremy Crawford, President and CEO of FirstMLS (FMLS) in Georgia, alongside Lisa Mihelcich, Lone Wolf's General Manager of MLS and Associations. The conversation centers on the newly announced partnership bringing Transaction Desk and Transact to FMLS members, while diving deeper into Jeremy's vision for the future of MLS technology in an evolving real estate landscape. With decades of industry experience, Crawford shares valuable insights on how artificial intelligence, interoperability, and consumer transparency are reshaping the MLS ecosystem.

Topics Covered

• The partnership between FMLS and Lone Wolf to bring Transaction Desk and Transact to members
• The impact of regulatory changes on MLS operations
• How AI is transforming agent workflows and consumer experiences
• The critical importance of interoperability in real estate technology
• Training and support strategies for MLS members
• The evolving value proposition of MLSs in today's market
• Consumer transparency and the enduring importance of real estate professionals

Key Quotes from Jeremy Crawford

• "We were founded in 1957 to help our brokers transact real estate and the best way to do that is to give the agents the tools they need to succeed and stand behind those tools."
• "AI is not going to replace the agent. We think it's going to infuse the agent to be more powerful in front of their buyers and sellers."
• "I think interoperability is key... The world lives in a Bluetooth environment of interoperability of many competitors that are out in the space."
• "We believe in consumer transparency at FMLS... As much data we provide consumers in transparency, the professional is helping them along the way."
• "Let's help our brokers and agents transact real estate in the most efficient way possible. They serve their consumers and the consumers continue to think the highest opinion of the broker and agent professionals."

About Jeremy Crawford
Jeremy Crawford is the President and CEO of FirstMLS (FMLS), one of the largest MLSs in the country. With extensive experience in residential real estate, he is recognized as one of the most innovative thinkers in MLS strategy, leadership, and technology. Under his leadership, FMLS maintains a 95% customer satisfaction rating while processing over 80,000 support inquiries annually.

Connect With FMLS

• Website: fmls.com

PropTech Pulse: From the entrepreneur's desk to the industry front lines and into real-world operations – taking the pulse of real estate technology in just 20 minutes.

https://www.lwolf.com/podcast