When an agent lists a home, they enter it into the local MLS so other brokers can see it, show it and bring buyers, under the terms set out in that MLS's rules.
There isn't one national MLS in the U.S. There are hundreds of regional ones, mostly run by local REALTOR® associations or groups of them. Membership comes with rules about what you can post, how quickly and how it can be displayed.
Why the MLS matters for marketing
- It's the source of truth. MLS data feeds broker websites through IDX and portals like Zillow and Realtor.com through syndication, so your photos and video often reach buyers this way.
- It sets media rules. Most MLSs limit photo counts and sizes, regulate virtual tours and video, prohibit agent branding in listing media and increasingly require labels on altered or virtually staged images.
- It sets timing rules. Under NAR's Clear Cooperation Policy, once you market a listing publicly, it generally has to be submitted to the MLS within one business day. That affects coming-soon videos and social teasers.
For video, the most common MLS requirement is an unbranded version: property only, with no names, logos, phone numbers or calls to action, often linked in a dedicated virtual tour field. Branded versions go to social media, email and your website.
Rules vary a lot from one MLS to the next and change regularly, so check your MLS's current rules and your broker's guidance before uploading something new.