Moments ago, Zillow announced new listing access standards aligned with the National Association of REALTORS® (NAR) Clear Cooperation Policy, taking a firm stance on listing transparency. According to Zillow’s press release, the standards, effective May 2025, emphasize that any property publicly marketed must be listed on the MLS within one day and also displayed on Zillow and other platforms receiving MLS feeds.
Zillow’s release states clearly, “If a listing is marketed directly to consumers without being listed on the MLS and made widely available where buyers search for homes, it will not be published on Zillow.” They justify this position by arguing selective access to listings “create confusion, harm consumers, and erode trust in the marketplace.”
On the surface, Zillow’s policy mirrors NAR’s Clear Cooperation requirements, underscoring fairness and transparency. Yet, Zillow’s action underscores a notable flexibility available to any brokerage using MLS feeds: the right to selectively display or exclude certain listings. While Zillow advocates for universal access, it nonetheless exercises its own discretion about the content displayed on its platform.
Conversely, Compass Realty takes a different path, challenging MLSs directly. In a recent letter from Compass CEO Robert Reffkin to multiple MLSs, Compass criticized NAR’s new ‘Delayed Marketing Exempt Listings’ policy. Reffkin argues that requiring these listings to be accessible through Virtual Office Websites (VOW) eliminates true seller flexibility and risks pushing more listings entirely off-MLS.
Compass proposes a distinct “Coming Soon” status that:
- Limits listings to internal brokerage use only, via a non-VOW back-office feed.
- Allows public marketing without MLS restrictions.
- Prevents accumulation of days on market (DOM) or public price history.
- Permits showings during this period, recommending at least 21 days in “Coming Soon” status.
Compass’s position sharply contrasts Zillow’s policy, prioritizing seller control and flexible pre-marketing strategies.
What does this mean practically for agents and consumers?
- Agents: Expect continuing debate and shifting strategies around pre-market listings. Compass’s proposal may resonate with brokerages seeking more seller autonomy, while Zillow’s stance reinforces a simpler, uniform market presentation.
- Consumers: Zillow argues its approach benefits buyers by providing equal access to all publicly marketed listings, reducing buyer frustration caused by fragmented availability. Compass, meanwhile, emphasizes seller freedom and the right to strategize listings discreetly.
Ultimately, both Zillow and Compass highlight tensions created by NAR’s policies. Zillow, a REALTOR® brokerage, aligns directly with the clear cooperation mandate, whereas Compass advocates flexibility in pre-marketing strategies. These divergent paths underscore a real estate market still grappling with how best to balance transparency, fairness, and competitive advantage.
As these policies roll out, brokers, agents, and consumers should closely watch how MLSs respond, influencing how listings will be marketed and found in the future.