MLS fails to disclose full intent of website tracking tool

Real estate startup ListTrac is rapidly gaining traction: 35 multiple listing services representing about 800,000 listings nationwide have deployed the startup’s free tool to track listing performance across the Internet.

It is likely, however, that vast majority of the agents and brokers in those MLSs are unaware of how ListTrac plans to generate revenue: by selling agent and consumer behavior data it gathers from agents’ own websites.

My Florida Regional MLS, the largest MLS in Florida with more than 43,000 members, is the latest MLS to implement ListTrac on its public-facing site, myfloridahomesmls.com, and on its member IDX (Internet data exchange) sites. The tool went live in mid-September.

MFRMLS has not informed its members of ListTrac’s business model or their role in it….