Zillow Power Play Excludes Listings Not Shared on MLS Within 24 Hours

Zillow is drawing a clear line in the sand on listing transparency. Starting in May, the portal will no longer display any property that has been publicly marketed—whether via social media, brokerage websites, or even yard signs—unless it has also been submitted to a Multiple Listing Service (MLS) within 24 hours.

This move, which applies to both Zillow and Trulia, is a direct response to the growing trend of so-called 'pocket listings' and delayed public exposure strategies employed by some brokerages.

The policy aligns with the National Association of Realtors' (NAR) Clear Cooperation Policy (CCP), which mandates that listings be added to the MLS within one business day of public marketing. However, it goes a step further by enforcing this standard on Zillow's platform, regardless of NAR's recent amendments that allow for delayed marketing under certain conditions.

Zillow's Chief Industry Development Officer, Errol Samuelson, emphasized that any form of public marketing without timely MLS submission would render the listing ineligible for display on Zillow.

"It's simple: sellers want exposure, and buyers deserve access. When all buyers don't have the same access to home listings — and are forced to navigate barriers, possible bias and incomplete inventory – it undermines consumer trust and weakens the market. From day one, Zillow has focused on unlocking real estate information for all. Zillow is committed to empowering brokerages and agents who are dedicated to raising the bar for access. This is why we invest in software and tech tools for real estate professionals, and why we stand up policies that move the industry forward - not back."

The portal operator's stance is a direct challenge to brokerages like Compass, which utilize "Coming Soon" campaigns and private networks to market listings before broader public release. Zillow has consistently argued that such practices disadvantage buyers and create confusion in the marketplace.

What this means in practice is that brokerages like Compass, which want to build up private inventory, will now have to explain to sellers that if they wish to use a Coming Soon campaign, their properties won't appear on Zillow. The portal is banking on most sellers balking at the idea of their home not appearing on the country's most visited real estate site.

Some brokerages, though, are on Zillow's side of the CCP debate. Zillow's press release announcing the move was put out in partnership with eXp, the largest brokerage by transaction count in the market.

"eXp will always take a position that protects consumers first, that's non-negotiable. We're deeply committed to giving our clients the most transparent, comprehensive access to property listings in the market. Our new agreement with Zillow ensures that every eXp Realty listing has maximum visibility, creating a more efficient, trustworthy, and open marketplace," said Leo Pareja, CEO of eXp Realty

By resorting to measures that will ban some supply from its sites, Zillow is throwing its considerable industry weight around while acknowledging that private listings do constitute a threat to its business.

Although the company has been seeing increased success with its integrated mortgage product in its 'enhanced markets' recently, Zillow's lead-selling referral programs still account for most of the company's revenue. Providing users with access to a comprehensive view of the market is still Zillow's mission, and the language used at the beginning of yesterday's press release offers a glimpse of the issue's importance:

"...already the tide is turning against the anti-consumer practice of encouraging sellers to list their homes off-market."