What UtahRealEstate.com does

UtahRealEstate.com (legal entity: Wasatch Front Regional Multiple Listing Service, Inc.) operates Utah's largest Multiple Listing Service and the originating source of real estate listing data in the state, serving approximately 96% of all Utah REALTORS (per the T3 Sixty Real Estate Almanac) and over 17,000 real estate professional members. Founded in 1994 and headquartered in Sandy, Utah with a secondary office in St. George, the company runs a dual model: a consumer-facing website and mobile apps (iOS and Android) that attract home buyers, sellers, and renters (over 6 million consumers annually), and a subscription-based MLS service for professionals and brokers that generates consumer leads for members.

The core technology stack is a RESO Web API-driven MLS platform with full database distribution to nearly 200 licensed data vendors (including large consumers such as Constellation Web Services and W&R Studios). URE was the first organization to achieve RESO Data Dictionary Platinum Certification and the first MLS in the country to mandate that all vendors migrate from legacy RETS to a standardized API for every feed type (IDX, VOW, broker back-office, custom). In December 2025, the company added AI-powered voice search to both the consumer website and MLS software, enabling natural-language property queries.

URE generates revenue primarily through recurring MLS subscription fees paid by real estate professionals and brokers, supplemented by licensing and data distribution fees from technology vendors consuming its API. The company is privately held under a member/association-style ownership model governed by a board of directors, has no institutional investors or public ownership disclosed, and operates with 11-50 employees across two offices. Its wholly-owned sub-brands include realestatedata.com, reDataExport.com, reDataMLS.com, reDataWebsites.com, and realestateofnewmexico.com.

Name

UtahRealEstate.com

Legal name

Wasatch Front Regional Multiple Listing Service, Inc.

Website

https://utahrealestate.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

UtahRealEstate.com operates Utah's largest Multiple Listing Service, serving approximately 96% of the state's REALTORS and over 17,000 real estate professionals via MLS subscriptions, RESO Web API data licensing to nearly 200 vendors, and a consumer property-search platform reaching 6 million users annually.

Ownership category

akta.pro rank

Product category

Real Estate MLS Platform

NAICS

Web Search Portals and All Other Information Services (51929), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Real Estate Agents & Managers (For Others) (6531), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Seller Representation & Listing Services (BPAJAAAK)

Keywords

• Multiple listing service
• Real estate MLS platform
• RESO Web API
• Property data distribution
• MLS data licensing

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. MLS Subscription Services: URE generates revenue primarily through subscription fees charged to real estate professionals and brokers who subscribe to the MLS service to list properties, access data, and receive consumer leads.
2. Data Distribution / Vendor Licensing: URE licenses MLS data to technology vendors, brokers, and other data consumers via API feeds. Nearly 200 data vendors receive data through licensed feeds. The company charges licensing fees for access to standardized data distribution.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

UtahRealEstate.com operates Utah's largest Multiple Listing Service, providing a unified MLS platform that includes a public-facing consumer website, native iOS/Android mobile apps, and a RESO Web API for licensed technology vendors and brokers. The service distributes standardized, complete, and current Utah property listing data to subscribing REALTORS, brokers, agents, and approximately 200 data vendors, with consumer-facing search, lead generation, and AI-powered voice search capabilities.

Product overview

UtahRealEstate.com operates as Utah's premier Multiple Listing Service (MLS) and official property information platform, servicing approximately 96% of all REALTORS in Utah. The company offers a unified platform centered on the UtahRealEstate.com consumer website and MLS software, complemented by mobile applications for iOS and Android, the RESO Web API for vendor data distribution, and supporting tools including a mortgage calculator and agent roster search. Additional web properties include www.realestatedata.com and www.redataexport.com for specialized data services. The platform is known for leading MLS industry technology advancement, including being first to achieve RESO Data Dictionary Platinum Certification and first to migrate all vendors to API-based data distribution.

Differentiator

Problem solved

Functional benefit

Brands

• Find, Buy, Love: Brand logo appearing alongside UtahRealEstate.com branding on the website
• WFRMLS

Products and services

• UtahRealEstate.com Consumer MLS Platform Public-facing property search platform where Utah real estate listings originate, providing map views, grid views, filters by city/zip/price/beds/baths/features, and the most complete and current Utah property information available to home buyers, sellers, and renters.
• URE Mobile Apps (iOS and Android) Native iOS (App Store) and Android (Google Play) applications allowing consumers to search Utah MLS listings on the go, save favorite properties, and easily connect with Utah real estate agents.
• URE MLS Subscription Service Subscription-based MLS service for licensed REALTORS, agents, and brokers in Utah providing access to the MLS database for property listing, comprehensive market data, and inbound consumer leads. Serves over 17,000 real estate professionals.
• RESO Web API / Data Distribution Licensing RESTful, RESO-compliant API licensing program that distributes standardized Utah MLS data to nearly 200 technology vendors and brokers. Supports IDX feeds, VOW feeds, broker back-office feeds, and custom feeds, replacing legacy RETS standard.
• www.redataexport.com Data Export Service Specialized data export service operated by Wasatch Front Regional Multiple Listing Service, Inc., allowing MLS subscribers and licensed parties to extract and download Utah property data.
• www.realestatedata.com Data Portal Dedicated real estate data portal operated by Wasatch Front Regional Multiple Listing Service, Inc., providing specialized data services for Utah real estate professionals.

Quantifiable outcome

• URE serves approximately 96% of all REALTORS in the state of Utah
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Constellation Web ServicescoreTechnology or IntegrationConstellation Web Services, one of the largest consumers of real estate data in the nation, was one of the first vendors to utilize URE's RESO Web API. They reported that the transition from legacy RETS to URE's modern API was extremely easy and that the data is much easier to work with, with updates being simple, efficient, and quick.
• W&R Studios (CloudCMA, Cloud Streams, Cloud MLX)coreTechnology or IntegrationGreg Robertson, co-founder of W&R Studios (creator of CloudCMA, Cloud Streams, and Cloud MLX), partnered with URE to move the real estate industry forward on API standards adoption. W&R Studios is a technology vendor providing CMA, streaming, and MLX tools to real estate professionals.
• Real Estate Standards Organization (RESO)coreStrategic or Co-development PartnerURE was the first organization to become RESO Data Dictionary Platinum Certified and is leading the MLS industry in RESO Web API adoption. CEO Sam Debord of RESO praised URE as the first to set deadlines and commit to converting all vendors and all data feeds to the API standard, driving the real estate data industry forward.
• Council of Multiple Listing Services (CMLS)minorStrategic or Co-development PartnerURE participates in the Council of Multiple Listing Services (CMLS), a national organization of MLSs. In December 2025, CMLS announced its 2026 board of directors, with the new board emphasizing strategic focus on policy, collaboration, and evolving MLS frameworks.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• California Regional MLS (CRMLS): The largest MLS in the US by agent count. Directly comparable to URE as a California-based MLS offering subscription services to REALTORS and standardized data feeds to vendors, operating at a similar product/market layer.
• Stellar MLS: Large Florida-based MLS serving tens of thousands of professionals. Comparable to URE as a regional MLS with consumer-facing property search portal and vendor data licensing — same business model, different geography.
• Bright MLS: One of the largest MLSs in the US, serving the Mid-Atlantic. Comparable to URE as a regional MLS cooperative selling subscriptions to real estate professionals and licensing data to vendors — directly competitive in MLS operating model and scale tier.
• Triangle MLS: Regional MLS serving the Raleigh-Durham area of North Carolina. Comparable to URE as a regional MLS offering professional subscriptions, consumer search, and vendor data feeds within a defined state geography.
• Midwest Real Estate Data (MRED): Chicago-area MLS serving Illinois and surrounding states. Comparable to URE as a regional MLS selling subscriptions to agents and distributing data to vendors, with similar RESO-standardization efforts.
• Heartland MLS: Kansas City area MLS providing listing data to subscribers and consumer-facing search. Directly comparable regional MLS cooperative operating the same subscription + data-licensing model as URE.
• OneKey MLS: Major New York metro-area MLS formed from consolidation. Comparable as a large regional MLS cooperative with subscription revenue, consumer portal, and data licensing — similar scale tier to URE.
• MIBOR REALTOR Association: Indiana's primary MLS serving the Indianapolis metro and broader state. Comparable to URE as a regional MLS with professional subscriptions, consumer search, and vendor data distribution — similar operating structure.
• NWMLS (Northwest MLS): Washington-state MLS serving the Pacific Northwest. Comparable to URE as a regional MLS cooperative providing subscription services to real estate professionals and consumer-facing property search.

Broad incumbents

• Zillow Group: National real estate portal that aggregates MLS data (including URE's) for consumer search. Comparable as an adjacent consumer-facing real estate platform with overlapping end-user value proposition, though it does not operate an MLS or sell professional subscriptions directly.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Utah_MLS
• Facebookfacebook.com/UtahRealEstateMLS
• LinkedInlinkedin.com/company/utahrealestate.com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UtahRealEstate.com