Reflections on the Innovative Paths of MLS Founders, International MLS Forum 2024

October 30, 2024

Pioneers of MLS: The Innovative Journeys of MLS Founders 


Dr. Mathew Kallumadil, Moderator 


International MLS Forum, Milan, Italy  


October 28, 2024 


The International MLS Forum, held in the vibrant city of Milan, Italy, brought together pioneers in the MLS (Multiple Listing Service) industry to discuss their innovative journeys and the future of MLS. As the moderator of this esteemed panel, I had the privilege of guiding a discussion that delved into the unique challenges and triumphs experienced by these trailblazers. Our panelists, Carlos Grass, Ahmed Elbatrawy, and Sorin Udrea, each shared their compelling stories, shedding light on the evolution of MLS in their respective regions. 



Breaking Ground: The Birth of MLS in Diverse Markets 


Carlos Grass (US/CZ) CEO, Stratus Data Systems & Amplify, US and Igluu Director/Investor 


Carlos Grass, CEO of Stratus Data Systems & Amplify and Igluu Director/Investor, initiated his MLS journey by leveraging a partnership with a large European bank. This collaboration allowed Igluu to offer a comprehensive MLS experience by integrating proptech and fintech. Carlos highlighted the initial challenges of navigating local market dynamics and the decision to acquire a local software company to enhance their brokerage core system. This strategic move facilitated the integration with MLS, providing a seamless experience for brokers and clients alike. Reflecting on the catalyst for starting Igluu, Carlos shared, "We needed to create a system that integrates all of the stakeholders into the transaction." 


A man in a suit is sitting in a chair with his hands folded.

"We needed to create a system that integrates all of the stakeholders into the transaction." - Carlos Grass (US/CZ) CEO, Stratus Data Systems & Amplify, US and Igluu Director/Investor 


Photo Credit: https://mlsforum.org/ 


Ahmed Elbatrawy (UAE/EG) Founder & CEO, ArabMLS 


Ahmed Elbatrawy, Founder & CEO of ArabMLS, transitioned from a successful brokerage career in Florida to spearhead the MLS movement in Egypt. Ahmed's journey was marked by years of building relationships and securing funding, ultimately leading to a government-approved domain in Egypt. His deep understanding of Middle Eastern markets and a focus on publicity beyond the realtor community were crucial in gaining momentum. Ahmed emphasized the importance of aligning with the government to achieve long-term success and credibility. He explained his motivation by saying, “I believe there was too much potential, and I was looking to help as many people as I can back in my countries… I understand the benefit of starting an MLS in any real estate market, so for me, that was the motive.” 


A bald man with glasses and a beard is sitting in a chair giving a thumbs up.

“I believe there was too much potential, and I was looking to help as many people as I can back in my countries… I understand the benefit of starting an MLS in any real estate market, so for me, that was the motive.” - Ahmed Elbatrawy (UAE/EG) Founder & CEO, ArabMLS 


Photo Credit: https://mlsforum.org/ 


Sorin Udrea (RO) General Manager, MLS Leader 



Sorin Udrea, General Manager of MLS Leader, embarked on his mission to bring the North American MLS vision to Romania. Despite the logical appeal of the model, Sorin faced resistance from Romanian realtors who were unaccustomed to the concept of exclusive representation and data sharing. Through persistent efforts and innovative approaches, such as incorporating FSBO (For Sale By Owner) data, Sorin demonstrated the value of MLS and gradually won over the market. "From the beginning... something was missing. I wanted to change the way real estate business was done in Romania and Europe," Sorin shared, reflecting on his initial motivation. 


A man with a beard and glasses is sitting in a chair with his hands folded.

"From the beginning... something was missing. I wanted to change the way real estate business was done in Romania and Europe," - Sorin Udrea (RO) General Manager, MLS Leader 


Photo Credit: https://mlsforum.org/ 


Immediate Challenges and Unique Solutions 


Each panelist shared the immediate challenges they faced in their respective regions. All leaders discussed the need to educate realtors, brokerages and associations on the long-term value of MLS. Ahmed recounted the strategic decision to pursue a government partnership in Egypt, which, though slower, aligned with his vision for ArabMLS, providing an opportunity for a strategic partnership in gaining buy in from brokers. Sorin highlighted the complexities of being an active broker while promoting MLS and discussed the ingenious implementation of FSBOs into their system, while focusing on data as the driver for their market. 


The Secret Sauce: Ingredients for Success 


The panelists also revealed their "secret sauce" to success: 


  • Carlos: The strategic alliance with a European bank enabled Igluu to offer a holistic MLS experience and generate revenue across the transaction lifecycle. 
  • Ahmed: The government alliance provided ArabMLS with credibility and support, crucial for widespread adoption. 
  • Sorin: Leveraging FSBO data helped MLS Leader establish a data-driven approach, convincing realtors of the MLS value. 


Adoption and Scaling: Driving MLS Forward 


Discussing adoption and scaling strategies, Carlos emphasized the dual channels of brokerage interest and bank partnership, which provided Igluu with a large customer base. Ahmed focused on consumer-centric approaches, while Sorin highlighted the collaboration with local associations to elevate the profession and ensure mutual benefits. 


Continuing the MLS Journey 


Looking ahead, Sorin is concentrating on high-value tools and services to enhance MLS Leader's offerings. Ahmed aims to expand ArabMLS's reach in Egypt and beyond, while Carlos continues to integrate additional elements of the fintech/proptech value chain into Igluu's consumer experience, making it more comprehensive and user-friendly. 


In conclusion, the panelists offered valuable advice for markets looking to launch MLS. Carlos emphasized the need for open-mindedness and adaptability to future changes, stating, "Be open-minded. What worked in the past might not work in the future. Change is coming, and this time it is a tidal wave." Ahmed highlighted the importance of patience, hard work, and belief in one's mission to create meaningful change. He advised, "If you believe you’re going to be the change and you want to make a change in other people’s lives, you have to be patient, you have to work hard, and you have to believe in what you’re doing to make the change." These insights encapsulate the dedication and forward-thinking required to successfully implement MLS in new markets. Our panel offered an enlightening glimpse into the diverse paths and innovative approaches that have shaped MLS in different regions. Carlos, Ahmed, and Sorin's experiences underscore the importance of adaptability, strategic partnerships, and a deep understanding of local markets. Their stories not only inspire but also provide valuable lessons for those looking to pioneer MLS in new territories. I am grateful for the opportunity to moderate such a distinguished group and am confident that their insights will drive forward the future of MLS. 


The forum was a resounding success, bringing together industry leaders to exchange ideas and strategies, fostering a collaborative environment for the advancement of MLS globally. 


A group of people are sitting on a stage in front of a large screen.
A group of men are sitting on a stage in front of a large screen.

Photo Credit: https://mlsforum.org/ 

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