The New Identity Crisis: Why Now Is the Time for MLSs to Rethink Login Security

It’s no secret that real estate platforms have become a prime target for cyber threats. From widespread phishing attempts to recent high-profile breaches, the message is clear: traditional login systems are no longer enough to keep MLSs and their members secure.

But this isn’t just a tech problem. It’s an identity problem. The way forward isn’t more passwords, more friction, or more complex workarounds. It’s a smarter, simpler, and safer approach: passkeys and identity-first infrastructure.

Why Identity Should Be Your MLS’s Top Priority

MLSs have long served as the backbone of data integrity in the real estate industry. But maintaining that integrity now goes far beyond listing accuracy. It includes platform security, user verification, and access management.

When weak, reused, or phished passwords become entry points for attackers, it puts more than your data at risk. It undermines the trust your members have in your systems, slows down their productivity, and can disrupt service for days or weeks at a time.

Solid Earth has spent the last two years investing in a solution that addresses this risk at the source: how your members log in.

What Is a Passkey and Why Does It Matter?

Passkeys are a modern, passwordless authentication method built on open standards supported by Apple, Google, and Microsoft. Instead of relying on something you know (a password), passkeys use something you have (a device) and something you are (biometric data like Face ID, Touch ID, or a PIN).

Here’s why they’re a game changer for MLSs:

• Phishing resistant: Passkeys cannot be tricked by fake login pages
  
  
• No shared secrets: Nothing sensitive is ever stored on the server
  
  
• Easy to use: Members can log in with Face ID, a fingerprint,
  
  
• Fewer support calls: No more password resets means time saved for staff
  
  

In short, passkeys are simpler for users and stronger for security.

Identity-First Infrastructure Is More Than Just Login

For many MLSs, login security is seen as an IT task or a vendor checkbox. In reality, identity management touches every aspect of your organization:

• Access control: Who can use which tools, and when
  
  
• Member engagement: Personalized dashboards and notifications
  
  
• Compliance: Identity verification tied to licensing and onboarding
  
  
• Data integrity: One record per user, no duplicates, no ghost accounts
  
  

By investing in identity-first infrastructure, MLSs can ensure that every system, whether it's your MLS platform, forms, public site, or third-party app, is tied to a single, secure, verified user.

Where Solid Earth Fits In

Solid Earth’s single sign-on dashboard is designed with MLSs in mind. Our platform supports:

• Passkey authentication as a standard login option
  
  
• Real-time identity insights, including active logins and tool usage
  
  
• Built-in communication tools to reach members based on role or behavior
  
  
• Vendor access management to maintain security across integrations
  
  

We believe that identity is the foundation for everything that comes next. Better member experience, easier compliance, and faster technology adoption all begin with smarter access.

What MLS Leaders Should Do Now

If your MLS is still relying on passwords, or hasn’t yet built a unified identity layer across your tools, now is the time to act.

Start by asking:

• How many of our users reuse passwords?
  
  
• How often does our staff reset member credentials?
  
  
• Do we have a plan for transitioning to modern authentication methods?
  
  

And most importantly: what happens if we don’t?

Let’s Talk

Solid Earth works with MLSs of all sizes to modernize access, improve security, and prepare for what’s next. If you’re ready to explore passkeys or assess your identity infrastructure, we’re here to help.

Contact us to start the conversation