Dana Bennet: Prioritizing Subscriber Value

By MLSPropTech.com | January 25, 2025

 

REcolorado, the 16th largest MLS in the nation, serves over 26,000 real estate professionals across Colorado. It plays a crucial role in the state's real estate industry, facilitating more than 76% of Colorado's residential real estate transactions and establishing itself as the most extensive broker-to-broker network. Guided by a mission to empower professionals with cutting-edge tools and insights, REcolorado has become a strong advocate for data-driven innovation and technological advancement. At the forefront of these efforts is Dana Bennett, President and CEO of REcolorado. Bennett’s leadership is guiding the organization’s next phase of growth and innovation, ensuring it continues to deliver value for its subscribers and partners.

With over 30 years of industry experience, Bennett’s career has been defined by her ability to anticipate challenges and deliver impactful solutions. From her early days as a broker to her role as REcolorado’s Chief Business Development Officer, Bennett has cultivated a deep understanding of the industry’s complexities. Now, as CEO, she champions initiatives that streamline broker workflows, enhance data capabilities, and deliver superior services to members. In this feature, Bennett shares how her collaborative leadership style, strategic vision, and commitment to innovation are steering REcolorado toward a future where MLS organizations play a central role in empowering real estate professionals and consumers alike. Join us as we dive into Dana’s insights on tackling industry challenges, fostering creativity within her team, and providing top-notch service to members.

Background and Career Journey

What inspired you to pursue a career in this industry?  

 

I wish I could say it was intentional, but in many ways, my career in this industry evolved naturally. I began by selling some of the first IBM personal computers, and was excited to share the efficiencies of how these computers could save time and solve complex manual tasks. Training was a large part of the sales process. I became an Account Representative for Denver-based Realtron Multi-List, where I was part of sales support on new installations of MLS systems. This led to my role with MetroList, now DBA REcolorado. In 2001, I became a licensed broker and REALTOR®. Having been taught the value of giving back to the industry, I served on the Board at South Metro Denver REALTOR® Association. These varied experiences have given me a multi-faceted view of this continually evolving industry.  

 

How have your previous experiences shaped your approach to your current role? 

 

My passion for real estate and MLS innovation stems from my long-standing experience as a broker/owner and Chief Business Development Officer at REcolorado. These roles have provided me with a comprehensive view of the challenges and opportunities brokers face. This insight has informed my leadership approach as CEO and my goal is to ensure REcolorado prioritizes subscriber value and technological innovation. My ability to anticipate industry needs and drive to deliver collaborative solutions have been key motivators throughout my career.

 

If you weren’t working in MLS and PropTech, what would you be doing? 

 

I would channel my collaborative nature and curious mindset into a consulting role or focus on creating innovative solutions to improve people's lives and communities. I would also remain engaged in efforts to expand access to homeownership.

 

What do you consider your biggest professional achievement? 

 

Becoming CEO of REcolorado was an incredible milestone, but it’s not just about the title—it’s about the responsibility, the trust others placed in me, and the opportunity to make a real impact. For me, this role represents the culmination of years of learning, growth, and collaboration. I see it as a platform to empower my team, drive innovation, and steer the organization toward a vision that benefits everyone we serve. While I’m proud of the achievement, the true fulfillment comes from what we accomplish together as a team to make a difference in this industry.

 

Professional Insights

What do you think are the biggest challenges facing the MLS industry today?

 

A significant issue is the need to balance the interests of various stakeholders, including brokers, agents, and consumers. Ensuring fair access to listing data, maintaining data accuracy, and protecting consumers are critical considerations. MLS has continued to evolve to meet these needs and is the source of truth for listings period. The data obtained from the MLS is used to power the portals, for statistical reports that municipalities use to evaluate development and tax base and integrated into the hundreds of broker tools that allow them to function with efficiency. 

 

How do you see technology transforming the real estate market in the next five years? 

 

Automation; specifically voice input to the MLS, AI-driven insights, and efficiencies. Enhanced data analytics will redefine property searches and transaction management, and using technology will remove friction from broker workflow processes aided by large language models (LLM).

 

Can you discuss a recent project or innovation that you're particularly proud of?

 

I am at the pinnacle of my career. Becoming CEO was never something I actively sought out.  Since I’ve taken the helm, I’ve been proud of the REcolorado staff and how they’ve rolled up their sleeves and focused on providing top-notch service to our subscribers. I am proud of the ideas I have championed that relate to what I call the REcolorado DNA, and that is utilizing the company’s Mission and Vision to guide strategic initiatives. For example, looking at the broker workflows prior to, during, and after the listing lifecycle, these are areas where we can bring value or remove friction. Something as simple as placing photos in the system, a pre-MLS activity that REcolorado streamlined by offering Media Bridge. This tool allows photographers to upload photos directly into the system, while agents can easily rearrange and approve them for publication. We are saving agents valuable time. 

 

How do you approach decision-making and strategy in your role?

 

I take a forward-thinking, collaborative approach, and where possible, I use data to drive decisions. Whether leveraging stakeholder input to shape effective strategies or with our amazing team, our subscribers and the industry.  

 

Leadership and Management

What is your leadership style, and how has it evolved?

 

Throughout my career, I have based my leadership style on integrity and fostering collaboration. Over time, my approach has evolved to include greater emphasis on innovation and adaptability.

 

How do you foster innovation and creativity within your team?

 

Creating an environment where team members feel valued and empowered to contribute ideas is central to my leadership philosophy.  Let’s have the “what if” conversations at all levels– great ideas can come from anyone.

 

What do you believe is key to maintaining a productive and happy team?

 

Clear communication, shared goals, and removing silos as much as possible. Recognizing the teams' contributions from ideation to roll-out is key to fostering a culture of innovation and appreciation. All initiatives touch every department, just at different times. 

 

How do you approach adapting to changes and disruptions in the business landscape?

 

There has always been change and disruption, let’s continue to embrace it. This is where opportunity comes from! By staying informed I can anticipate industry trends and integrate them into our strategy. I am continually amazed at the broker community’s ability to adapt to market forces and new business models.   

Industry Trends, Vision & Goals

What emerging trends in PropTech should industry professionals be paying attention to?

Artificial Intelligence (AI) and Machine Learning are very interesting and present many opportunities in Real Estate. For example: 

• Predictive Analytics: AI-powered tools can analyze vast amounts of data to predict market trends, property values, and propensity to move behavior.   
• Chatbots and Virtual Assistants: AI-powered chatbots can provide instant customer support and answer queries, improving efficiency and customer satisfaction.   
• Automated Property Valuations: AI algorithms can automate property valuations, by incorporating larger data sets for more accuracy.

 

How do you stay informed and ahead in this rapidly evolving sector?

Staying engaged and up-to-date with the industry is something I approach with both curiosity and intentionality. I make it a priority to stay informed about emerging technologies, industry shifts, and market trends by attending conferences, engaging with industry leaders, and diving into relevant research. However, I also believe some of the best insights come from hands-on interaction and real conversations. I regularly connect with the REcolorado team, our customer base, and industry partners to understand their experiences, challenges, and opportunities. It’s in those moments—on the ground, listening and observing—that I gain perspectives you can’t always find in a report or meeting. This blend of strategic awareness and active engagement allows me to stay grounded while contributing innovative ideas to the industry.

 

What is your vision for the future of MLS and PropTech?

 

I envision a future where MLS and PropTech empower real estate professionals and consumers alike, transforming the industry into a seamless, data-driven ecosystem. By leveraging technology and data, we can streamline processes, enhance decision-making, and deliver exceptional experiences. My vision positions MLS organizations as central hubs for innovative, reliable property data solutions.

 

Are there any specific goals or milestones you're aiming to achieve in the next few years?

 

Our goal is to assist our brokers, appraisers, and other industry partners in providing the American dream of homeownership by bringing order to the market. At REcolorado, I aim to ensure we make our subscribers' jobs easier in achieving this mission. We will continue to focus on balancing our product offerings through careful buy-vs-build evaluations, expanding REcolorado’s technological capabilities and strengthening its position as a market leader. 

Personal Insights and Advice

What is your favorite quote?

 

“Great minds discuss ideas; average minds discuss events; small minds discuss people.” – Eleanor Roosevelt. This resonates with how I strive to lead with curiosity and vision, focusing on big ideas that drive meaningful change. I encourage open dialogue, collaboration, and forward-thinking solutions that inspire my team to innovate and grow. This quote resonates with my belief in the power of ideas to shape our future.

 

Can you share a surprising fact about yourself that not many people know?

 

I’m originally from Montana, and to help people pronounce my name correctly I say “I’m “Dana from Montana.” I’m the youngest of three kids and a bit of a foodie. I love exploring new restaurants and trying different types of cuisine—a stark contrast from the simple food I grew up with. I also enjoy Belgian sour beers and make a point to try them when available. I’ve attended tastings at Bruz Beers, and loved pairing sessions with their brewmasters. Perhaps a trip to Belgium is in my future. 

 

What book, movie, or podcast has recently inspired you or impacted your thinking?

 

I have a couple of favorite podcasts. SmartLess for a bit of fun, as they consistently feature incredible guests and engaging conversations. And Pivot, a tech and business podcast hosted by Kara Swisher and Scott Galloway. They offer unfiltered insights into the biggest stories in tech, business, and politics.

 

Where is your favorite vacation spot?

 

Europe. I’m not someone who likes lounging on a beach—I’m far more curious about art, history, architecture, and, of course, good food. My mother was a fine artist, so family trips revolved around museums and history.  This aligns perfectly with my passion for real estate, especially since it gives me a unique perspective when exploring new places.