Real Estate Executives Warned Against Restricting Data
New rules governing AI and listing data could impact how home shoppers view properties and market information.
Updated on Sept. 30, 2026 in Real Estate — General
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Zillow executive Errol Samuelson has cautioned Multiple Listing Service (MLS) leaders against restricting data access or claiming ownership over AI-generated content. These policies could limit how artificial intelligence is used to help home buyers and sellers navigate the housing market.
Why it matters
Artificial intelligence tools promise to streamline the home-buying process and help agents better serve consumers, but restrictive data policies may lead to increased calls for government oversight. Keeping real estate data accessible is critical to maintaining the transparency that modern home buyers expect.
Digital real estate portals now provide an $11 billion value contribution to listing brokers by replacing old newspaper advertising costs. Meanwhile, three-quarters of all home sales required an in-person appraisal last year.
The players
Errol Samuelson
A Zillow executive who has publicly critiqued industry efforts to restrict data usage by artificial intelligence platforms.
Zillow
A prominent real estate portal that provides consumers with property search tools and now utilizes walled gardens to manage data access.
The details
Multiple Listing Services have begun implementing rules that either block the use of their data in AI applications or claim ownership of content generated by AI using that information. In response, Zillow has developed walled gardens to prevent MLS data from being harvested by large language model providers. This tug-of-war over who controls the flow of listing data will likely force major industry decisions over the next 12 months.
Timeline
Mid-1990s: Listing agents previously spent $11 billion annually on newspaper ads.
Last year: Three-quarters of home sales required an in-person appraisal.
Past few months: Multiple Listing Services implemented new rules regarding AI data.
Next 12 months: Real estate executives will face industry-shaping decisions.
The Home Front
The shift from print advertising to digital portals in the 1990s transformed how homes were marketed and valued. Today, the debate over data access represents the next major transition as artificial intelligence becomes a standard tool in the real estate sector.
While these disputes occur at the industry level, keep an eye on how your local listings appear on various apps for consistent information. If you are selling or buying, ask your agent how they use digital tools to verify the accuracy of the data being presented.
The takeaway
The tension between digital innovation and data control will define the next year of the real estate industry. Monitor how your local real estate platforms evolve and rely on your licensed agent to navigate discrepancies in data during your next transaction.
Further reading
For more on how industry changes affect your home search, visit the Real Estate — General section.
Source note: This article includes information reported by HousingWire.
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