You want Gulf Coast MLS homes on your own WordPress site. Here's the path, the cost and the rules. Gulf Coast MLS is the MLS for Mobile, Alabama. The Mobile Area Association of REALTORS (MAAR) owns it. RESO lists it as Certified Current, with the ID M00000018. MAAR's join page lists the MLS fee as $900 a year for a broker. For an agent, it's $432 a year. You pay those fees to the MLS.
To get the feed, ask the MLS office for data access first. Once it says yes, send MLS Import a support ticket. We switch on the link to your site. Then each listing becomes a real page on your own WordPress site. Any theme works. MLS Import is $49 a month after a 30-day free trial. That bill is separate from your MLS fees.
The full name is Gulf Coast Multiple Listing Service, Inc. It's a company. The Mobile Area Association of REALTORS (MAAR) owns all of its shares. That's in Article 1 of the MLS by-laws. MAAR's 2026 dues chart gives its office as 2827 Airport Blvd. in Mobile.
A board of directors runs the MLS. The by-laws (Article 6) set 11 elected directors, including the President, the Vice President and the Secretary-Treasurer. Two more sit on the board because of their office: the MAAR president and the MLS's immediate past president. A January 2025 FMLS release quotes Marie Dickinson as GCMLS President.
A few dates mark its path. The MLS by-laws took effect on September 24, 2009. They were last amended on August 17, 2024. In April 2021, WAV Group reported that FMLS in Georgia would provide the MLS products and services. The RESO certificates list dates the MLS certificate April 6, 2023.
For members, the MLS is where they enter listings and take MLS classes. The newest GCMLS Rules were posted on March 2, 2026. Those Rules set what your site can show.
From the GCMLS By-Laws (last amended August 17, 2024), the MAAR About page, the 2026 dues chart (office address) and the RESO certificates list.
Three facts shape the data your site gets.
In April 2021, MAAR made a deal with First Multiple Listing Service (FMLS). FMLS is a Georgia MLS. WAV Group posted the news on April 26, 2021. It said "FMLS will be responsible for providing MAAR and GCMLS's MLS products and services."
That deal brought the CoreLogic Matrix MLS system to Mobile. WAV Group called it the "RESO natively-compliant CoreLogic Matrix MLS platform." So in 2021, an Alabama MLS moved onto a system that a Georgia MLS provides. We found no 2026 statement on who hosts it today.
Matrix is still in use. A MAAR class page from March 2025 says the class covers "setting up Matrix for your business." MAAR also ran classes named "Matrix Basic Training" in May and June 2026.
On January 14, 2026, MAAR sent members a flyer. It said: "Choose either to enter your listings!" The choice is Matrix or Paragon. Both sit on the member portal at gcmls.com.
Then, on July 31, 2026, MAAR posted a "NEW PRODUCT" graphic for a new portal tool. It's called Ocusell. It helps agents add a new listing. Agents type in a few basics, like the address and the property type. Ocusell fills in many of the other fields. A MAAR flyer lists an Ocusell class on September 15, 2026.
All three are tools for members who enter listings. One thing is still open. We found no MLS statement on which system feeds its Web API. That question is on the list in the access steps below.
The RESO certificates list names this MLS "Gulf Coast MLS (Mobile Area Association of REALTORS)," ID M00000018, with Certified Current status. RESO's certification registry data lists two marks: Data Dictionary 1.7 and Web API Core 2.0.0. Both are Certified Current. The Web API Core mark means the MLS's server passed RESO's tests for that standard.
Why does this matter to you? The Data Dictionary sets the field names. The Web API is how the data moves. MLS Import uses both to bring listings into WordPress. So standard fields like price, beds and status follow the RESO names.
Plan your area pages around the MLS area, not only the city.
MAAR's home page lists East/Downtown Mobile, Mid Town, Mid Mobile, West Mobile, South Mobile, North Mobile and Dauphin Island.
The home page also lists Baldwin Co. and Washington County. The join page says its reports cover "the full MLS area of Mobile and Baldwin County."
The MLS area reaches into Mississippi. See the note below.
MAAR and its MLS cover different areas. The MAAR By-laws (Article III) set MAAR's own area as Mobile County, Alabama.
The MLS by-laws (Article 3) go wider. They cover MAAR's area "and all counties adjacent thereto in Alabama and Mississippi."
On May 13, 2026, MAAR posted a flyer that said "WE WANT YOUR MS LISTINGS!" It asked brokers to send their Mississippi listings to the MLS.
We found no count of Mississippi listings in the MLS. So check with the MLS before you build Mississippi area pages. How many listings does it hold there? Build those pages once you know.
Single family homes, condos, townhomes and manufactured homes on land.
Buildings with 2 to 4 units.
Single family homes for rent or lease.
Lots and land for homes.
Commercial property for sale or for lease.
Boat slips, garages and shared ownership.
MAAR markets Baldwin County. But Baldwin REALTORS runs its own MLS, with its own feed. It's not in the 2025 listing network. So ask the MLS office which Baldwin listings its feed holds.
Need both MLSs on one site? Since MLS Import 7.2, one site can import from more than one MLS in import mode. How many you can add depends on your plan. See our Baldwin REALTORS MLS page.
Gulf Coast MLS has three public deals with other MLSs. All three include FMLS, the Georgia MLS. Each one has a date.
2021. FMLS agreed to provide the MLS products and services (WAV Group, April 26, 2021).
July 2023. A three-way data share with FMLS and Stellar MLS in Florida (FMLS release, July 11, 2023).
January 2025. A listing network with FMLS, Greater Alabama MLS and the East Alabama Board of REALTORS (FMLS release, January 14, 2025).
The 2021 post says listings "will be shared throughout the expansive FMLS network." The 2023 and 2025 releases say members see the shared listings in their own MLS software.
None of these releases says shared listings go into a website feed. The 2021 post and the 2025 release do name a "listing syndication network." But they don't say what it means for an IDX site.
The Rules set limits too. Rule 18.3.10 gives IDX rights only to offices that take part in this MLS. Rule 18.2.10 lets you mix in another MLS's listings, but only if you also take part in that MLS. Rule 18.3.11 says a listing from another MLS must name that MLS as its source.
So don't promise visitors homes in Georgia, Florida or Birmingham. Does the feed hold any shared listings? That's on the question list below. MLS Import shows what the MLS sends. Want Florida listings too? That's its own feed. See our Stellar MLS page.
Baldwin REALTORS is not named in the 2025 network. See Baldwin County listings, above.
Your feed starts with MLS access. Here's who can get it.
A principal, partner, officer or branch manager can take part. They need a current Alabama broker license. A REALTOR of any association can join. The broker agrees in writing to follow the Rules (by-laws, Article 4).
Agents and licensed appraisers who work under a Participant are Subscribers. So are brokers who are not principals. Office staff and personal assistants can be Subscribers too (by-laws 4.3).
A licensed broker who isn't a REALTOR can still join. They take an orientation and two classes: MLS Basic and MLS Compliance 101. There's no waiting period (Rules A2.2).
MAAR's join page lists MLS Only Participant and MLS Only Subscriber. An MLS Only Subscriber needs a Designated REALTOR broker taking part. MLS Only members can't use MAAR's forms.
A REALTOR broker can take part no matter where they hold primary membership. They pay the same MLS fees (Rules A2.3). A non-REALTOR broker must also be able to give and take pay from other Participants (Rules A2.2).
Every new Participant and Subscriber must take the MLS Basic class within 60 days. If not, MLS service is suspended. To leave, give 30 days' notice in writing. You can apply again after three months, once past dues are paid.
The Rules cover vendors only in part. Rule 19.24 says a vendor who runs a VOW must sign the MLS license agreement. For data feeds used for valuations, the MLS may require "a third-party license agreement." We found no step-by-step way for a vendor to apply.
If you're an agent, start with your broker. The broker is the Participant, so the firm's access runs through them.
You pay MLS fees to Gulf Coast MLS. They're separate from MLS Import. MLS Import is $49 a month after a 30-day free trial, and we bill it on our own. The figures below come from MAAR's 2026 dues chart and its join page.
The dues chart charges the full MLS fee in July. It drops each month after that, down to June. Add the $50 application fee to the amount below. MAAR's join page says the fees are prorated by the month you apply. They are not prorated if you leave.
The payment policy says MLS fees are billed once a year, on June 1. They're due by June 30.
On July 1, unpaid subscriptions are suspended. Each one then owes a $50 reinstatement fee.
"All GCMLS subscription fees are nonrefundable."
Rule 6f(4): if the firm's total fee stays unpaid 45 days past due, service ends "for the Participant and all Subscribers in the Participant's firm," even those who paid. One agent who misses a payment is suspended alone (6f(3)).
The payment policy charges application fees again for "new or returning accounts that have had more than 90 days without membership or service."
The join page lists Visa, Mastercard, Discover, American Express and ACH e-check. The payment policy says card payments are made online in the Member Portal. Split payments are not accepted. One e-check can't be over $2,500.
Rule 6f(2) says fees are due each quarter. The payment policy says once a year. Confirm with MAAR.
The Rules also list a no-cost option. It's for licensees who subscribe to a different MLS where their broker takes part.
MAAR dues run on their own clock. The join page says they're billed in November and due by December 31. The payment policy says unpaid members lose access on January 1. They then owe a $225 reinstatement fee.
Your goal is RESO Web API data for your site. We found no posted data form, feed fee or approval time for this MLS. So the path starts at the MLS office. Then you send MLS Import a support ticket.
Running a VOW instead? Rule 19.24 says the broker, and any vendor who runs the VOW for them, must sign the license agreement the MLS requires.
Be in the MLS. The broker takes part as a Participant. Agents work under that broker. See Who can use the feed, above.
Tell the MLS about your site. Rule 18.2.1 says Participants must tell the MLS they will show IDX listings. They must also give the MLS direct access to check the site.
Ask for data access. Email MLS Director Liz Merrow at [email protected]. Or email MLS Coordinator Stephanie Ina Bunkley at [email protected]. You can also call 251.479.8654. Ask which agreement and fee apply to an IDX site.
Pick the MLS in MLS Import. Our MLS list shows "Gulf Coast MLS - Mobile Area Association of REALTORS via Bridge (request activation via ticket)". Pick that one.
Open a support ticket. Ask us to switch on the Bridge link. Tell us the MLS has said yes.
Add your token, then import. Enter the access token in MLS Import. That is the one value it asks for. The MLS gives it to you. Then set up your import tasks. Pick the fields, statuses and areas you want.
1. Which agreement do I sign, and who signs it?
2. What does the data feed cost? Rule 18.4 says the board sets IDX fees each year.
3. How long does approval take?
4. Which system feeds the Web API: Matrix or Paragon?
5. Can my site show sold, Pending and Coming Soon listings? Does the feed hold shared listings?
Before you subscribe, check what you need before you buy.
The GCMLS Rules set two kinds of display. Pick yours before you ask for access.
IDX (Rules 18) A Participant who shows other brokers' listings
VOW (Rules 19) A Participant, or a vendor for them. Both sign the MLS license agreement (19.24).
IDX (Rules 18) At least every 12 hours (18.2.5)
VOW (Rules 19) At least every 3 days (19.9)
IDX (Rules 18) Active listings. Sold data: not stated.
VOW (Rules 19) Active listings and sold data (19.1)
IDX (Rules 18) Not stated
VOW (Rules 19) Visitors register. Passwords are changed or confirmed every 90 days (19.3, 19.20).
IDX (Rules 18) No ads or co-branding on pages with IDX listings (18.3.16)
VOW (Rules 19) Co-branding is allowed, with terms (19.21)
IDX (Rules 18) At least 500 listings or half of IDX listings, whichever is fewer (Rule 18.3.9)
VOW (Rules 19) Up to 100 current and 100 sold listings (19.19)
These rules come from the GCMLS Rules posted March 2, 2026. They apply from day one.
Keep the feed and your pages fresh, on the IDX schedule in the table above. MLS Import checks for changes every hour.
Rule 18.2.5
Every listing shows Gulf Coast MLS as the source.
Rule 18.3.7
Say the data is for personal, non-commercial use. Say it may only be used to find homes to buy. Say it is deemed reliable but not guaranteed.
Rule 18.3.8
Show the listing firm with its phone or email. Show the listing agent. Show your own firm's name in a clear color and type.
Rules 18.2.7, 18.2.12, 18.3.4
No ads, and no co-branding, on pages that show IDX listings.
Rule 18.3.16
No expired or withdrawn listings. No seller or occupant name, phone or email. Show only the fields the MLS marks for display.
Rules 18.3.1, 18.3.12, 18.3.13
Active and Active Under Contract listings go in IDX and VOW feeds. Hold, Withdrawn and Cancelled listings are not sent out. Office Exclusive listings may not go to broker websites. Delayed Marketing listings wait.
Rules Section 1
A broker can refuse display. One who refuses for all listings can't show other brokers' listings. A seller can hide a listing or its address.
Rules 18.1, 18.2.3
Altered photos need "a clear and conspicuous disclosure on the image." That covers adding, changing or removing furniture, paint or views. Lighting, cropping and white balance don't count.
Rules 1.3.A2, adopted February 26, 2026. Fine: $100, Level II
Search engines may index IDX pages (18.2.2). Don't edit another firm's listing (18.2.11). Some sites keep a full copy of the MLS data on their own servers. For those, the MLS may ask for firewalls and an audit trail of visitor activity (18.3.14, 18.3.15). Sold, Pending and Coming Soon on IDX: the Rules don't say.
Gulf Coast MLS. The Mobile Area Association of REALTORS owns it. In April 2021, FMLS in Georgia said it would provide its Matrix system. Since January 2026, members can enter listings in Matrix or Paragon. MLS Import lists it as a Bridge connection.
Yes. RESO's certification registry data shows Web API Core 2.0.0 as Certified Current. To get data, start with the MLS office. Then open a support ticket with MLS Import to switch on the Bridge link.
MAAR's 2026 dues chart lists $900 a year for a broker and $432 for an agent. Add a $50 application fee. The fee drops by the month you join. MAAR dues are $628 a year if you join MAAR. MLS Import is a separate bill. Confirm with MAAR.
Your broker takes part in the MLS. Tell the MLS you'll show listings, as Rule 18.2.1 asks. Ask the MLS office which agreement and fee apply. Then open an MLS Import support ticket to switch on the link. You get a 30-day free trial.
No. GCMLS takes commercial listings too. But the Gulf Coast Commercial MLS is a separate commercial service. Florida Gulf Coast MLS (M00000130) and Mississippi Gulf Coast MLS (M00000366) are separate MLSs in RESO's registry data. This page covers M00000018, the one MLS Import lists with MAAR's name.
MAAR markets Baldwin County. Its reports cover "Mobile and Baldwin County." But Baldwin REALTORS runs its own MLS. It's not in the 2025 listing network. A Baldwin REALTORS feed is a second MLS connection in MLS Import. How many you can add depends on your plan.
At least every 12 hours, under Rule 18.2.5. A VOW must refresh at least every 3 days (Rule 19.9). Ads and co-branding are banned on IDX pages. MLS Import checks for changes every hour.
An agent is a Subscriber who works under a broker, the Participant. The IDX rules are written for Participants (Rule 18.2). So start with your broker. Ask the MLS office how your firm should apply. Then connect the feed with MLS Import.
Gulf Coast Multiple Listing Service, Inc. runs it. The Mobile Area Association of REALTORS owns all of its shares (by-laws, Article 1). Liz Merrow is the MLS Director. MLS Import connects to it after the MLS approves your access.
Join the MLS and get data access. Then connect your feed with MLS Import.
From the MAAR About page, the join page and the 2026 dues chart.
Building for more than one market? Every MLS we have written up is listed in the MLS guides index.
Baldwin County, Alabama, moving from Paragon to Perchwell at cutover in August 2026. What that means for an existing IDX site.
Atlanta's broker-owned MLS: per-sale fees with no monthly dues, FMLS Marketplace approval and the Bridge feed.
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