Going Live on the MLS: What Happens in the First 24 Hours

Learn how your listing moves from plan activation to MLS submission, syndication to 100+ sites, and your first showing requests — all within 24 hours.

Once you activate your plan, your licensed Fortify broker submits your listing to the MLS. Here’s what happens from the moment you confirm to the moment your home appears on Zillow and beyond. The whole process moves quickly — most listings are fully syndicated within 24 hours of plan selection.

Your first 24 hours

1. Broker review and submission

   Your listing enters a final compliance review by a licensed broker. They verify that all required MLS fields are complete, your photos meet the local MLS’s size and content rules, and any required disclosure fields are properly filled in. This review typically takes a few hours. You’ll receive a confirmation once your listing has been submitted to the MLS.

2. Your listing goes live on the MLS

   Your home appears on the local MLS feed. From this moment, other brokers and buyer’s agents can see your full listing — photos, price, description, and all MLS fields — the same way they’d see any professionally listed property.

3. Syndication to 100+ sites

   The MLS feed automatically syndicates your listing to Zillow, Realtor.com, Redfin, Homes.com, and more than 100 additional real estate portals. You don’t need to submit your listing to these sites separately — syndication happens automatically and typically completes within 24 hours of your MLS entry.

4. Showings begin

   Buyers and their agents can now request showings. If you’re on the Pro or Elite plan, ShowingTime activates automatically — agents request appointments through the ShowingTime system and you receive instant notifications. On Essentials, showing requests come to you directly and you coordinate with buyers and agents yourself.

What “broker-reviewed” means

Every Fortify listing is reviewed and submitted by a human, licensed real estate broker — not a virtual assistant, not an automated algorithm. Your broker operates under active broker supervision and is responsible for ensuring your listing complies with all MLS rules and Florida real estate law (license BK3556019).

This matters because MLS compliance isn’t optional. Listings with missing fields, non-compliant photos, or incorrect disclosure entries can be rejected or removed by the MLS. Fortify’s broker review catches and corrects those issues before your listing ever goes live, so your home stays visible and your listing stays active.

Your listing will look identical to any agent-submitted listing on the MLS. Buyer’s agents browsing the MLS cannot tell the difference between a Fortify listing and one submitted by a traditional listing agent.

Have your photos ready before you activate your plan. Listings that launch with a complete photo set syndicate faster and perform better in search results. An incomplete photo set can delay syndication to some portals — and first impressions matter the moment your listing hits the MLS.

Need to make a change after going live?

Once your listing is live, you can still make edits through your seller portal. The number of edits available depends on your plan — Essentials includes 3 edits, while Pro and Elite include unlimited edits. If you need more flexibility, you can upgrade your plan at any time, even after going live.

• Learn how to edit your listing →