HMS Marketing Services & Strategies

What HMS Marketing Services & Strategies does

HMS Marketing Services & Strategies is a privately held, Cincinnati-headquartered professional services firm founded in 1987 that operates as an outsourced MLS (Multiple Listing Service) broker exclusively for new construction homebuilders and developers. The company delivers three interconnected core services: specialized MLS listing management for new construction properties, lead management with a contractual 'Zero Lead Leakage Guarantee' that ensures all leads remain the exclusive property of the builder client, and agent relationship management to maximize co-op sales opportunities through MLS agent networks. HMS positions itself as 'The Builder's MLS In-House Broker,' enabling builders to avoid building in-house MLS capabilities while maintaining control over their leads and agent relationships.

The underlying technology platform combines MLS listing infrastructure with digital record-keeping systems (in place since 2008) and lead management capabilities, accumulating data on over 24,000 homes listed across multiple markets. The company generates revenue through ongoing managed-services contracts with builder clients, with no publicly disclosed pricing — quotes are custom and provided via direct email/phone contact. Its go-to-market is sales-led and relationship-driven, targeting both national homebuilders operating across multiple states (notably D.R. Horton, with 7,781 homes closed across 232 communities, and Fischer Homes, with 16,281 homes closed across 445 communities) and regional/local builders focused on single communities (Schmidt Builders, Brookstone Homes, Traditions Building Group, High Pointe Custom Homes).

The company is owner-operated by Al Hencheck, who has grown the business into a coast-to-coast national operator since 1987 without institutional capital. HMS is bootstrapped, organically grown, and privately held with 11-50 employees. Its operating geography spans nationwide US markets, with documented Texas presence via Texas Real Estate Commission disclosures supplementing the Cincinnati, Ohio headquarters and the Midwest/Southeast client concentration among flagship builders.

Name

HMS Marketing Services & Strategies

Legal name

HMS Marketing Services

Website

https://hmsmarketingservices.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

HMS Marketing Services & Strategies is a privately held, Cincinnati-based outsourced MLS broker founded in 1987 that provides specialized MLS listing, lead management, and agent relationship services exclusively to new construction homebuilders and developers across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. MLS Services for Homebuilders: HMS provides specialized MLS listing and lead management services to homebuilders and developers. The company acts as an in-house MLS broker for builders, handling all aspects of MLS listings, agent relationships, and lead management. Revenue is generated through ongoing service contracts with builder clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

HMS Marketing Services & Strategies provides specialized MLS (Multiple Listing Service) listing, lead management, and agent relationship management services exclusively for homebuilders and developers marketing new construction properties. The company acts as an outsourced in-house MLS broker, handling all aspects of MLS listings, co-op agent coordination, and lead ownership protection coast-to-coast across the United States. Revenue is generated through ongoing service contracts with builder clients ranging from large national homebuilders to local single-community builders.

Product overview

HMS Marketing Services & Strategies operates as a unified platform offering specialized MLS (Multiple Listing Service) support for homebuilders. The core offering combines three interconnected services: MLS listing services for new construction properties, lead management with a zero lead leakage guarantee, and agent relationship management for co-op sales opportunities. These services are delivered coast-to-coast across the United States, supporting both national builders with multiple markets and local builders focused on single communities.

Differentiator

Problem solved

Functional benefit

Products and services

• MLS Services for Homebuilders
• Lead Management
• Agent Relationship Management

Quantifiable outcome

• Over 24,000 homes listed across multiple markets since 2008
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• D.R. HortoncoreChannel Partner/ Reseller/ DistributorD.R. Horton is America's largest homebuilder by volume. HMS has supported D.R. Horton with MLS services resulting in 7,781 homes closed across 232 communities. This represents a major client relationship where HMS provides specialized MLS services to the builder's new construction properties.
• Fischer HomescoreChannel Partner/ Reseller/ DistributorFischer Homes is a major regional builder in the Midwest and Southeast. HMS has supported Fischer Homes with MLS services resulting in 16,281 homes closed across 445 communities. CEO Tim McMahon has provided a testimonial praising HMS as 'a tremendous resource through both strong and challenging markets.'
• Schmidt BuildersminorChannel Partner/ Reseller/ DistributorRegional homebuilder partner receiving dedicated MLS support for local market leadership. Listed among regional and custom builders served by HMS.
• Brookstone HomesminorChannel Partner/ Reseller/ DistributorRegional homebuilder partner receiving dedicated MLS support for local market leadership. Listed among regional and custom builders served by HMS.
• Traditions Building GroupminorChannel Partner/ Reseller/ DistributorRegional homebuilder partner receiving dedicated MLS support for local market leadership. Listed among regional and custom builders served by HMS.
• High Pointe Custom HomesminorChannel Partner/ Reseller/ DistributorCustom home builder partner receiving dedicated MLS support for local market leadership. Listed among regional and custom builders served by HMS.

Scale indicators5 records

Recent moves5 records

Expansion highlights3 records

Emerging players

• BoldTrail (formerly kvCORE): Cloud-based CRM and marketing platform for real estate professionals and teams. Competes in the same MLS/lead-management workflow that HMS handles manually for homebuilders, and represents the in-house technology alternative builders could adopt.
• Real Geeks: Provides IDX websites, CRM, and lead generation tools to real estate agents and teams. Adjacent competitor in the MLS-driven lead management space that builders could use to bring functions like HMS's in-house.
• iHomefinder: Supplies IDX-based MLS search, lead capture, and CRM integration for real estate websites. Operates in the same MLS-listing-to-lead workflow HMS supports for builders, representing a technology substitute for HMS's service offering.
• Inside Real Estate: Real estate technology platform offering CRM, IDX, lead routing, and marketing automation for brokerages and builder marketing teams. Comparable as an MLS-adjacent technology stack that builders can deploy either independently or alongside outsourced services like HMS.
• Showcase IDX: IDX/MLS website and lead generation platform for real estate professionals. Comparable as a plug-and-play MLS technology alternative to HMS's outsourced service approach.

Broad incumbents

• Realtor.com (Move): Major consumer real estate listings platform with builder marketing offerings. Represents a broad incumbent competing for the same new-construction listing visibility that HMS manages via MLS.
• Compass: Tech-enabled national residential brokerage with a developer/new-construction marketing arm. Broad incumbent operating in overlapping territory with HMS's MLS listing and agent co-op services for builders.
• Zillow Group: Operates the largest U.S. real estate marketplace and provides builder advertising solutions. A broad incumbent that touches the same builder-to-buyer funnel HMS serves, though at a much larger scale and via a marketplace/ads model rather than outsourced services.

Direct peers

• New Home Star: Provides outsourced sales, marketing, and MLS support services specifically to new-construction homebuilders. Highly comparable to HMS in customer base (homebuilders), service model (outsourced MLS/sales functions), and value proposition (acting as the builder's in-house team).

Others

• Lone Wolf Technologies: Back-office and transaction management software for real estate brokerages. An enabling technology vendor whose products brokers and MLS service providers (including HMS-style firms) use to operate their businesses.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 HMS Marketing Services & Strategies