MLS Import brings ValleyMLS listings into WordPress. Each one becomes a real post on your own domain. It works with any theme. It uses the RESO Web API. First, ValleyMLS has to say yes to your feed.
30 days free. Then $49 a month (as of October 2026).
Valley MLS is the multiple listing service for North Alabama. Its full name is Valley Multiple Listing Service, and most people just say ValleyMLS. HAAR's bylaws put its home base at 535 Monroe Street in Huntsville.
HAAR's policy manual tells its story. The first MLS bulletin went out on May 1, 1967, with 13 firms and 32 licensees. The MLS became its own company on January 21, 1977. In 1986, members got a remote computer system. In 1999, the MLS went on the internet and took the name NARIS, for North Alabama Real Estate Information Services. The public site, ValleyMLS.com, began that year too. The agent side later became NALMLS, the North Alabama Multiple Listing Service. Today it is ValleyMLS.
One group owns it. The Huntsville Area Association of REALTORS (HAAR) owns all of its stock. HAAR's policy manual, its bylaws and a June 2026 HousingWire story all say so.
HAAR's September 2026 manual names three more regional partners: Athens-Limestone, Marshall County and Morgan County. The September 2025 Rules also list Northeast Alabama. The partners buy MLS service and hold seats on the ValleyMLS board. But they don't own it. HAAR is a trade group, and ValleyMLS is the MLS it owns.
HAAR's September 2026 manual says ValleyMLS has about 5,100 users. That count covers Participants and Subscribers. In June 2026, HousingWire said Tiffany James would be the new CEO of HAAR and ValleyMLS. She was set to start at the end of July.
The public sees ValleyMLS.com. Buyers can compare homes, see school ratings and find an agent. The MLS's June 2026 benefits guide says all of those leads go straight back to the listing agent.
You join ValleyMLS through HAAR. When you join HAAR, you also join the Alabama and National Association of REALTORS.
Principal brokers are Participants. Are you a REALTOR member? Then you qualify once you agree in writing to the rules and pay the costs. The Rules say: There shall be no "waiting period" (22.1).
Subscribers work under a Participant. They include brokers who aren't the principal, sales agents and licensed or certified appraisers. Unlicensed staff and assistants count too, if a Participant watches over them.
You need a valid broker's license. You take an orientation. You also take the "MLS Basic" and "MLS Compliance 101" classes. Then you pay the dues, plus any fee for non-members (22.2).
Any REALTOR principal can take part. It doesn't matter where they hold their main membership. They pay the same MLS dues as members of a shareholder board (22.3).
All active licensees in a Participant's firm must subscribe (6.4). They have 30 days after a license starts or moves. The other choice is to file a Certification of Non-Use (6.7, 6.8).
Everyone takes an "MLS Basic" class within 60 days of applying. Orientation runs no more than eight class hours. Skip the training, and your MLS service is put on hold (Section 17).
1. Open the HAAR join page. Agents pick the "ValleyMLS Agent/ Subscriber Application". Brokers pick the "ValleyMLS Qualifying Broker / Participant Application".
2. Or send HAAR's membership form. Staff will reach out about the steps, dues and fees.
3. Book your MLS Basic class. You have 60 days. New to the MLS? Book it the week you apply, so your service never gets put on hold.
ValleyMLS has one owner: HAAR. The partner groups buy MLS service from it. They also get a voice. HAAR's policy manual says: "These various Boards and Associations hold seats on the ValleyMLS Board of Directors".
But the partners hold no shares. Rule changes pass "by a majority vote of the members of the Board of Directors".
What does that mean for you? The MLS itself decides who gets its data. So your feed request goes to ValleyMLS.
ValleyMLS trades listings with its neighbors. It shares data with Greater Alabama MLS. HAAR's compliance page calls these "datashare markets." In April 2026, ValleyMLS also joined a three-way share with FMLS and Greater Chattanooga Realtors. The full story, and what it means for your feed, is in What changed in 2026.
The ValleyMLS.com home page has a counter. On October 16, 2026, it said listings are viewed 1.2M times, on average, each month.
The MLS also scores well with its members. In 2024, the WAV Group Customer Experience Index gave it four "BEST MLS" badges. They were for Overall, Customer Service, Data Quality and Responsiveness. The Huntsville Business Journal reported it on February 29, 2024.
ValleyMLS is a regional MLS. HAAR lists nine North Alabama counties.
HAAR's monthly Fast Stats break the area into seven markets:
1. Huntsville and Madison
2. Athens and Limestone
3. Morgan and Lawrence
4. Marshall
5. Etowah and Cherokee
6. DeKalb
7. Jackson
Only want one part of the map? MLS Import can import by county, city or ZIP. It can also filter by price, status or property type. You can set up more than one import task from the same feed.
Members list and search homes in Paragon 5. HAAR's benefits guide (June 2026) says it comes from BKFS. It runs in a web browser. It comes with your MLS fees.
You sign in with the "Agent Login" link on the HAAR site. There is also an SSO dashboard.
Your website doesn't read Paragon, though. It reads a data feed. That's the part below.
Yes. The RESO list shows ValleyMLS.com as Certified Current for Web API Core 2.0.0. Its Data Dictionary 1.7 is Certified Current too. Both reports are by Bridge Interactive.
RESO's certification report for ValleyMLS.com lists the details. The server uses OData 4.0. It signs you in with a bearer token. It lists 179 IDX fields and 14,914 lookup values. It covers four data sets: Property, Member, Office and OpenHouse.
Both results date from June 2022. The RESO list still shows them as Current.
On June 13, 2018, Bridge Interactive said it would bring its listing input tool to this MLS. Back then, it was called NALMLS.
The CEO then was Josh McFaul. He said Bridge "worked with our team to earn one of the nation's first Platinum API RESO certifications". That was in 2018. Today's RESO reports still name Bridge.
Photo limits in Paragon (ValleyMLS Rules, Photos): up to 50 photos or other media per listing. Each file can be up to 20MB. The largest size is 3072 x 2304. The smallest is 640 x 480.
How photos reach your site: MLS Import does not copy photos into your media library. They load from the MLS image source. That keeps your disk and backups small.
The MLS decides who gets its data. Its June 22, 2026 SourceRE release says so. "ValleyMLS retains full authority over who receives its data," it says. That covers "under what terms, and at what cost". So your Valley MLS API steps start with the MLS, not with us.
Join ValleyMLS. Become a Participant or a Subscriber through HAAR. See who can join above.
Ask MLS Operations for access. Ask for RESO Web API access for MLS Import. Ask which route applies today: a Bridge invite or the SourceRE marketplace. Call Rhonda Ricketts at 256.763.7789, or email [email protected].
Ask the open questions. Who signs the data license? Is there a feed fee? How long will approval take? Get the answers from the MLS.
Get your credentials in writing. They come from the MLS. Keep that message. You will need it when you set up the plugin.
Turn it on in MLS Import. Pick "Valley MLS via Bridge." Then open a support ticket, so we can switch it on. Valley MLS needs that ticket before it can import.
Keep your MLS login private. The penalty policy bans giving MLS login credentials to any third party, "individual or vendor". Ask MLS Operations to confirm in writing whether your feed credentials may go in a plugin on your site.
On June 22, 2026, ValleyMLS said it will use SourceRE's MLS Data Exchange. It will also list its data in the SourceRE Data Marketplace. The release says vendors "will gain streamlined onboarding and RESO-certified API access."
The same release says the new database it will set up "sits alongside its existing vendor systems". No go-live date is public.
A ValleyMLS card shows on the SourceRE marketplace page. We checked on October 16, 2026. Its vendor portal needs a login, so its terms are not public there.
The steps above may change. Step 2 is where you check the current route.
Our requirements page puts it plainly: "the trial clock starts on subscription, not on approval". So send your access request first. Subscribe when the MLS is close to a yes.
MLS Import does not replace MLS approval. No yes from ValleyMLS means no feed to import. You can also call the MLS helpline at 256.489.0553, or email [email protected]. Our Bridge credentials guide shows the Bridge side step by step.
ValleyMLS lists its fees in its Rules and Regulations, Section 6. You pay them to ValleyMLS. They are not part of your MLS Import plan. We bill that on our own. The Rules cover says "Revised September 2025."
1. Some agents don't use ValleyMLS. They pay for another MLS where their broker also takes part. They can file a Certification of Non-Use. It's a no-cost waiver (6.8).
2. Dues and fees are not refundable. A member who quits gets no refund (6.10).
3. Dues are put on hold during medical leave. They are waived for agents called to active duty in the military (6.10, 6.12).
4. Moving an agent? The broker must file the transfer or end form by the 10th of the month. If not, the broker owes the unpaid fees (6.9).
5. Did an agent skip the 30-day sign-up, or use the MLS first? ValleyMLS will bill the fees to the Designated REALTOR (6.7).
We found no published feed fee. Ask MLS Operations before you sign.
Here's the thing: the $400 and $500 come from the MLS Rules. HAAR's $900 below is its own estimate, and it covers HAAR, AAR and ValleyMLS.com. So the two may overlap. Ask HAAR what the $900 covers before you budget.
HAAR's becoming a REALTOR page lists its own costs. These are HAAR's undated estimate. You pay them to HAAR and the MLS, not to MLS Import.
These rules come from the ValleyMLS Rules (Revised September 2025). They shape what your site can show. Some are listed as best practices.
Coming Soon listings stay off third-party sites. HAAR says the status is "limited to five (5) calendar days". The Rules: "The Delayed Marketing Option is not applicable due to the election of zero (0) day delay".
No offers of pay to buyer brokers go in the MLS (5.1, 5.2). A broker may show those offers only on its own listings (5.3).
Using MLS data or feeds to run a platform for pay offers ends the Participant's access to all MLS data and feeds (5.4).
No people may show in listing photos. No names, phone numbers, emails, web addresses, agent photos or logos either.
Virtually staged photos must carry a watermark or text that says so.
Copying media from another Participant's listing needs written permission from the media owner. ValleyMLS holds a license to the photos you upload.
Active listings are in IDX and VOW feeds. The Rules say they go to third-party sites "as directed by the listing brokers". First Right of Refusal listings are in the feeds too.
HAAR's compliance page quotes Rules Section 16.24. You may not "Present content developed by others without either attribution or without permission". HAAR says that means you credit the listing agent or firm.
You may show price-change history in ads, IDX included. Days on market is not confidential. So IDX sites may show it "as a matter of local option".
ValleyMLS "does not verify such information and disclaims any responsibility for inaccuracies" (10.1).
A listing must go in the MLS within one business day of public marketing (1.01). IDX and VOW sites count as public marketing.
Appendix 1 of the Rules lists "Internet Advertising Best Practices." Two of them touch your site.
Show other firms' listings with the listing broker's OK. If both firms share an MLS, that OK "may be set forth in the rules" of that service. Do not change the display or facts without written permission (item 8).
At least every 31 days, review your own listings. For other firms' listings, say when the data was downloaded, or that it is current from a named source (item 7).
1. How often must IDX listings refresh?
2. What credit line must each listing show? A 2022 ValleyMLS rules notice (section 18.2.8) asked for the listing firm plus an email or phone, in a size that's easy to read. Ask if that still holds.
3. Can you show sold data, and on what terms?
4. What are the VOW terms?
Ask ValleyMLS before you launch.
ValleyMLS has a public penalty policy. Its cover says "Revised June 2022."
Two lines matter for a website. One is "IDX or VOW Display Violation". The other is "Violation of the ValleyMLS Data Use Policy". Both are Category 2 fines. Those apply right away. The table lists them in tiers of $500 and $1,000.
The biggest fine is "not to exceed $15,000". The MLS can also suspend your MLS service for up to one year. Or it can end your service, with no right to reapply for up to 3 years. Every member can ask for a one-time waiver on a $100 fine. That waiver resets 5 years after you use it.
Giving MLS login credentials to any third party, "individual or vendor," for any reason, is banned. It's on the Category 2 fine list too. So don't hand your Paragon login to a web designer.
Feed credentials are covered in step 6 of the feed steps.
Thinking of copying listings off ValleyMLS.com? Don't. The site's Terms of Use bar "systematic or automated data collection activities (including without limitation scraping, data mining, data extraction and data harvesting)". The terms are titled "NALMLS Website Terms of Use." They are dated May 13, 2021. A licensed feed is the way to get the data.
The June 22, 2026 SourceRE release says ValleyMLS plans to use "Data Dye". It puts hidden marks in the listing data that goes out. If data leaks, those marks can trace it back. The release gives no start date.
The penalty policy is older than the Rules. Ask the MLS for the current fine list.
What changed: ValleyMLS said it "will implement" SourceRE's MLS Data Exchange, or MDX. It will also list its data in the SourceRE Data Marketplace. The release says vendors "will gain streamlined onboarding and RESO-certified API access."
The MLS keeps control. It decides who gets its data, on what terms and at what cost. Agents and brokers keep using the MLS system they like. The MLS will set up a new database. It will sit next to the MLS's current vendor systems. The release also brings in Data Dye tracing (see fines above).
On June 30, 2026, WAV Group wrote about the same plan. It is still a plan. No go-live date is public.
What it means for your site: the way you get feed access could change. Today, MLS Import lists Valley MLS through Bridge. Check the route when you apply (step 2 above). Then tell our support team, so we set up the right one.
What changed: On April 30, 2026, Real Estate News reported a new deal. FMLS, Greater Chattanooga Realtors and ValleyMLS formed a three-way data share. It links markets across parts of Alabama, Georgia and eastern Tennessee.
Members of each MLS get access to the other two. They see listings and market data inside their own MLS system. So they don't need more logins to search a wider area.
It wasn't the first deal of its kind. Real Estate News noted that FMLS formed a similar partnership with three Alabama MLSs in January 2025.
What it means for your site: this is a change on the member side. ValleyMLS members see more listings inside Paragon. That is not the same as a change to your IDX feed.
Do you want listings from Georgia or Tennessee on your site? Ask the MLS whether they're in your feed. If they aren't, your site shows ValleyMLS listings only.
Valley MLS is the multiple listing service for North Alabama. It is based in Huntsville. The Huntsville Area Association of REALTORS (HAAR) owns it. HAAR's September 2026 manual counts about 5,100 users. Members work in Paragon. You can show its listings on WordPress with MLS Import, once the MLS approves your feed.
Nine North Alabama counties. They are Madison, Limestone, Morgan, Lawrence, Marshall, Etowah, Cherokee, Jackson and DeKalb. With MLS Import, you can import all of them, or just the counties you want.
Yes. The RESO list shows ValleyMLS.com as Certified Current for Web API Core 2.0.0 and Data Dictionary 1.7. Both reports are by Bridge Interactive. MLS Import connects through the RESO Web API.
1. Join ValleyMLS through HAAR.
2. Ask the MLS for RESO Web API access.
3. In MLS Import, pick "Valley MLS via Bridge." Open a support ticket so we can turn it on.
The route may change, so ask when you apply.
The Rules list a $400 broker application and a $500 fee per firm. The board sets the quarterly dues. HAAR's undated estimate is $150 a quarter, and $900 one time for HAAR, AAR and ValleyMLS. You pay these to ValleyMLS and HAAR. MLS Import is a separate bill.
The MLS decides who gets its data. A broker who isn't a REALTOR can still apply to take part (Rules 22.2). Don't use another member's MLS login. MLS Import needs credentials that the MLS gives you. The contact details are below.
No. The ValleyMLS Rules keep Coming Soon listings off third-party sites. Active listings and First Right of Refusal listings are in IDX and VOW feeds. MLS Import can filter your imports by status.
On June 22, 2026, ValleyMLS said it will list its data in the SourceRE Data Marketplace. No go-live date is public. Today, MLS Import lists Valley MLS through Bridge. The route may change, so check it when you apply.
Ask MLS Operations what the feed costs before you sign. The contact details are below. That fee, if any, is paid to the MLS. It's separate from your MLS Import plan.
Join ValleyMLS first. Then ask for feed access, so MLS Import can connect.
Staff list: HAAR contact page.
Building for more than one market? Every MLS we have written up is listed in the MLS guides index.
The MLS for Mobile, Alabama, owned by MAAR and run on the Matrix system FMLS set up in 2021, with listing data sent through Bridge.
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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