Interviews
Leading MetroList into the Future of Real Estate Technology
October 3, 2025
By Arianna Marino
Founded in 1985 and based in Sacramento, MetroList Services, Inc. stands as the largest MLS in Northern California and the second-largest in the state. Serving over 20,000 real estate professionals across a sprawling 10,000-square-mile region, MetroList delivers the data, tools, and training that keep brokers and agents ahead in a competitive market. From comprehensive listing services and statewide sales data to tax records, MetroList empowers its subscribers with resources that are both powerful and practical while staying true to its core values of accuracy, integrity, and community connection. It has become one of the most trusted sources of real estate listing data and services in the state, being the first MLS in the US to receive the highest Data Dictionary Certification from RESO in 2015. At the helm of the organization sits President and Chief Executive Officer, Dave Howe.
With more than 35 years in the industry, he is recognized as one of its foremost experts in rules and policies, operations, and technical innovation. Recognized on the Swanepoel Power 200 list in 2025, Dave has deep expertise in MLS rules, operations, and technical innovation, as well as his dedication to building bridges across the real estate community. His leadership has left a lasting mark, from serving as the 2021 Chairman of the Board for the Council of Multiple Listing Services (CMLS) to contributing his insights on the NAR MLS Technology and Emerging Issues Advisory Board, where he helps shape a more collaborative, efficient, and forward-thinking MLS marketplace. In our conversation, Howe tells us how he’s ensuring MetroList, and the MLS model, remains relevant and valuable for years to come.
Lessons from the Past
Looking back, what’s a lesson the MLS community had to learn the hard way?
Nearly a decade ago, the industry focused so heavily on cost efficiency that we squeezed vendors too tightly, stifling innovation. We thought we were being smart negotiators, but in reality, we were limiting our own future. While technology companies invested billions into new tools, traditional vendors promised to catch up but often fell short. This is where we are at, now, with interesting PropTech companies weaving their innovation into the MLS platforms all over the country.
How did those experiences shape your approach at MetroList?
That was a wake-up call. It taught me that you can’t just focus on the bottom line. You have to invest in innovation and partner with those pushing the industry forward.
What inspired you to embrace PropTech rather than resist it?
I know MLS systems can’t master every new capability on their own. The real value comes from interoperability, the ability to plug the best PropTech solutions into our platform. That’s why we’ve partnered with innovators like Lundy’s voice search, CubiCasa’s floor plans, and Restb.ai’s photo optimization. It’s about giving our subscribers the best tools so they can deliver the best experience for their clients.
A Culture of Innovation and Support
What’s your philosophy on leading a team through constant change?
I believe in the power of teams and open communication. The best ideas come from collaboration, not from the top down. I encourage everyone to bring their ideas to the table, even the wild ones! Sometimes you have to let the spit wads hit the wall and see what sticks. It’s always better to have multiple minds versus one coming up with the paths that we take.
Can you share a challenge your team overcame together?
Just like many others in our industry, one of our biggest challenges has been embracing change. Now, we consciously allow ourselves to look beyond current technology and open the conversation with “what if?” Once we start brainstorming without limits, we can go back and see what’s actually possible from a technical standpoint. We have plenty of people who can help us consider the best technology to get our big ideas done. We shift our mindset to overcome obstacles and find solutions we might not have considered otherwise.
How do you decide which technologies to bring to MetroList?
We don’t just add every shiny new product. Every tool is vetted with direct input from brokers and agents. We want the very best, and we make sure our subscribers are trained and supported every step of the way. When subscribers need help or training, we can’t just hand out a phone number or email for support. That isn’t enough for our subscribers. We are committed to real, hands-on support and training so subscribers can use the tools we have available.
Reinventing the Business of MLS
How does MetroList balance profitability with value for subscribers?
For us, profit isn’t about building a big bank account. Every dollar we earn goes back into technology and services that benefit our brokers and agents. That’s how we keep fees reasonable and ensure we’re constantly improving.
What outdated MLS practice might need to change?
Associations play a vital role in supporting real estate professionals and upholding industry standards. However, when it comes to MLS ownership, I believe there is room for improvement. The traditional model of Associations owning the MLS isn’t always the ideal business structure for today’s fast-moving market. I’d like to see more flexible, business-oriented approaches that allow both Associations and MLSs to thrive and better serve their members and the real estate community.
What impact could private investors have on the MLS business model?
As private investors enter the MLS space, it’s important that we don’t lose sight of what makes the MLS model so valuable. Private investment isn’t necessarily negative for the industry; it can bring innovation and resources. But we have a responsibility to ensure that the core mission of the MLS is preserved: serving our subscribers and, ultimately, protecting the consumer. Any changes in ownership or structure must honor the needs of real estate professionals and support the business of buying and selling property, while keeping consumer interests front and center. Every time the industry evolves, we must make sure that new practices align with our values and continue to elevate the experience for both subscribers and consumers.
How do you see the role of collaboration in the future of the real estate industry?
I think the MLS needs to serve the entire real estate ecosystem. This means inviting builders, renters, insurance providers, mortgage pros, and title companies to subscribe to and contribute to the MLS. We’re working to make sure MLS data remains the gold standard, even as new players enter the market. We will achieve this by including more industry players on the platform.
How can collaboration best serve the consumer?
If we all share our collective knowledge, we can elevate the entire industry. Ultimately, everything we do should serve the consumer. We must protect the consumer and make the property buying and selling process more transparent.
Advice from the Top
What’s the best professional advice you’ve received?
Listen more than you speak and never stop learning. The industry is always evolving, and you must be willing to adapt.
How do you stay ahead in such a fast-moving sector?
I stay closely connected with our brokers, agents, and appraisers; after all, they’re on the front lines and offer tremendous perspective. I also make it a point to engage with other people across the industry, from MLSs and system providers to PropTech developers, economists, and thought leaders. By building these relationships and listening to one another, we can all gain knowledge and stay ahead of the curve.
How do you spend your time outside of work?
Outside of work, I’m a devoted family man and enjoy spending time outdoors, especially hunting. Whether I’m with my family or out in nature, those experiences keep me grounded and remind me of the importance of unplugging once in a while. When I let myself relax, I find the lessons I learn outside of the office translate into my leadership style. At work or in nature, I expect the unexpected.