Taking Big Swings

By Arianna Marino | February 14, 2025

On February 12, 2025, the PropTech Innovator Network featured Richard Gibbens, CEO of Bluegrass REALTORS® and Imagine MLS. Known for his pragmatic and forward-thinking leadership, Gibbens offered a refreshing perspective on fostering innovation in an industry often resistant to change.

 

Richard Gibbens Conversation Highlights:

Gibbens opened with a strong stance on the need for MLSs to take bold swings, emphasizing that traditional strategies are no longer enough. He pointed out that traditional MLS models have left gaps in areas like rentals, commercial real estate, and new construction, creating opportunities for outside players to fill the void.

“We can’t afford not to take big swings,” Gibbens said. “If we don’t serve these markets, someone else will.”

Gibbens stressed that MLSs must focus on solving real problems rather than chasing flashy technology. He urged leaders to evaluate whether new initiatives fit into existing workflows. “We need to ask, ‘Are we actually bringing a solution, or is this just the next shiny penny?’” he remarked.

He highlighted a past initiative where his team attempted to integrate new construction listings into the MLS, only to see zero adoption due to workflow misalignment. “If it doesn’t fit into the way people already work, it won’t stick,” he noted.

 

Rather than offering an overwhelming number of products, Gibbens believes MLSs should focus on curating high-value solutions from trusted vendors. He highlighted his preference for working with companies that prioritize collaboration and mutual success. He looks for vendors who take the time to understand MLS operations, ask the right questions, and co-create solutions.

 

The Changing Role of MLSs and What Comes Next

Gibbens challenged MLS leaders to reconsider their core value proposition, noting that many of their traditional differentiators have become commoditized.

 

He urged MLSs to focus on ensuring the highest-quality data while also finding ways to provide additional value without overcomplicating their offerings. He also acknowledged the tension between providing tools that benefit smaller brokerages while maintaining neutrality with large firms that have their own tech ecosystems.

 

“Our job isn’t to level the playing field; it’s to encourage competition,” he said.

Advice for PropTech Vendors: Build Relationships First

For PropTech companies looking to partner with MLSs, Gibbens advised a patient, relationship-driven approach. He emphasized the importance of understanding MLS workflows before pitching a product and suggested that companies should focus on solving tangible pain points rather than leading with buzzwords.

“Stop bringing us solutions looking for problems,” he stated. “The vendors I work with best are the ones who start by asking, ‘What challenges do you have, and how can we help?’”

 

He also highlighted the value of networking at industry events, not just for sales but to build genuine connections. “Catch me in the lobby bar. Have a drink. Ask about our problems. That’s how you get in the door,” he said with a laugh.


Final Takeaway
Gibbens’s candid perspective cuts through the noise and reinforces that success comes not from maintaining the status quo, but from proactively shaping the future.

 

“If there’s a conversation happening today that gets you laughed out of the room, it might just be the norm in 10 years,” he concluded. “Let’s get ahead of it this time.”

Member News & Updates

Braden Pilling: Roomvo partnered with HAR.com to launch a groundbreaking revenue-sharing model, seamlessly integrating interactive property visualizations across listings to enhance the homebuying experience.

 

Sara Cooper: CRS Data has partnered with 3 more MLSs to provide their ListingIntegrity solution.

 

About the PropTech Innovator Network

Each month, MLSPropTech.com highlights an industry executive who will delve into the intricacies of the organized real estate sector in an exclusive gathering of PropTech Executives. This presents an opportunity for PropTech Innovator Network members to expand their network with high-caliber individuals and acquire insights that are truly unique and unavailable elsewhere. Become a member to join us every month.