Milwaukee is rapidly emerging as a technology hub, with real estate tech playing a key role. Leading the way is Metro Multiple Listing Service,which has transformed from a traditional listing database into a tech-driven powerhouse, reshaping how homes are bought and sold in Wisconsin.
Founded in 1962 as a printed listing service, Metro MLS now operates a digital platform serving over 10,000 members statewide. While its core function remains aggregating and disseminating property data, the organization has recently leaned heavily into technology, rolling out innovative tools that streamline workflows for brokers, agents and consumers.
Under CEO Chris Carrillo’s leadership since 2011, Metro MLS has been a driving force in real estate innovation across the state.
“At our core, we are a technology company, ”Carrillo said. “Our goal is to provide real estate professionals with the most efficient and user-friendly tools available, ensuring that data moves seamlessly from listing to sale. This ultimately benefits the consumer.
”Metro MLS’s influence is not limited to Milwaukee. Through strategic partnerships, Metro MLS has extended its technology footprint throughout Wisconsin and beyond, positioning itself as a leader in the real estate tech sector.
Metro MLS’s transformation into a modern, innovative multiple listing service directly results from Carrillo’s vision and dedication to ensuring it delivers exceptional value to real estate professionals, empowering them to serve consumers better.
Recently, Inman News recognized Carrillo with the MLS Reinvented Award for his visionary leadership and commitment to embracing cutting-edge technologies that propel the real estate industry forward. RIS Media also named him a Newsmaker “Futurist” in recognition of his efforts to shape the residential real estate market and his positive impact on industry professionals, clients and communities through his leadership and innovative approach.
“Innovation is about creating real value for real estate professionals and the consumers they serve,” Carrillo said. “Our mission at Metro MLS is to stay ahead of industry needs, ensuring our members have the tools and insights to thrive in an ever-evolving market.
”One of its most notable innovations is Aligned Showings, a showing service launched in 2021 that now operates in six markets and serves over 150,000 real estate professionals. Designed to compete with major national players, Aligned Showings has rolled out dozens of updates since early 2024, refining the user experience and increasing adoption rates. Today, 86% of Milwaukee-area listings utilize Aligned Showings, a testament to Metro MLS’s growing influence.
“Aligned Showings empowers real estate professionals to serve consumers more efficiently,” Carrillo said. “It streamlines the entire transaction process.
”Metro MLS has emerged as a key player in data standardization, working with national organizations such as the Real Estate Standards Organization (RESO) to modernize how listing data is structured and shared. This work ensures that real estate professionals can access accurate, real-time real estate data regardless of the technology platforms they use.
Metro MLS also operates a statewide data share, partnering with smaller multiple listing services in Wisconsin to ensure every real estate professional has equal access to a complete property database.
“Our goal is to make sure real estate professionals throughout Wisconsin are equipped with comprehensive real estate data so they can best serve consumers and make home ownership a reality for everyone,” Carrillo said.
As Milwaukee continues to evolve as a technology hub, Metro MLS stands as an example of how traditional industries can adapt and thrive. It may not have the name recognition of major tech firms, but for those in the real estate industry, it is an indispensable force shaping the future of housing in the region.
