MLS PIN, the largest multiple-listings service in Massachusetts, has relaunched its website to better support agents accessing it via mobile devices, combining the move with rebranding itself as “wicked smart.”

The 20-year-old, realtor- and broker-owned MLS said it was “embracing its New England heritage” with the rebranding exercise.

“New Englanders are known for their moxie and old-fashioned charm,” MLS PIN President and CEO Kathy Condon said in a statement. “Being ‘wicked smart’ captures our personality and the personalities of the customers we serve. We love our customers and are known for being personable, welcoming and fun, and we field a tight-knit team where customers call in and ask for staff members by name.”

The service will not be changing its name, however. Condon’s statement said this was due to its current strong brand identity throughout the region.

The decision to rebrand, its first in 20 years, was driven by its growth – membership currently stands at about 42,000.

New features included in the new website include a searchable roster, property search powered by the Broker Public Portal with Homesnap, a keyword search for rules and regulations, a resource center which includes broker resources, data services, and mobile-compatible search functions. During the early days of the pandemic, the site also added functionality to support virtual tours and other new real estate technology whose popularity rose alongside social distancing restrictions.

The move comes as concerns grow that MLS services could be out-maneuvered by listings sites like Zillow and consolidation among the major national brokerages that could enable them to sidestep MLS services and either keep transactions in-house or share them exclusively with in-house agents for a period of time before posting them publicly.