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Zillow will begin a “phased rollout” of its listing access standards policy, which bans publicly marketed listings not entered into the MLS, on May 28.
In a blog post on Tuesday, Zillow offered agents some clarifications and guidance on its new policy and how it will be implemented.
“Publicly marketed listings should be entered in the MLS within one business day and published on Zillow as well as other sites that receive MLS feeds so it is viewable to all buyers and participants in the market,” the post states. “Listings that don’t align with these standards won’t be published on Zillow or Trulia for the life of the listing agreement between that listing broker and seller.”
The standards apply to listings regardless of any applicable local MLS rule, and they apply to all listings subject to an exclusive for-sale listing agreement between a broker and a seller. As such, the rule does not apply to for-sale-by-owner (FSBO) and rental listings or new construction inventory listed directly by a homebuilder.
“Zillow’s standards are focused on listings that aren’t truly private — like listings that may be publicly advertised on a brokerage’s website but not entered into the MLS for a period of time,” the post states.
The rollout
The initial rollout of the policy will begin in large U.S. markets before expanding nationwide over the summer. Zillow said it is using a phased rollout to “ensure quality and experience.”
Beginning on May 28, agents with listings who do not meet the standard will receive notifications about their listing. “Each non-compliant listing will be logged as a single violation and the listing agent will be notified directly on each violation.”
Zillow will not begin blocking listings until June 30. After that date, once an agent reaches three non-compliant listings, all subsequent noncompliant listings will be blocked from Zillow and Trulia for the life of the listing agreement between the listing broker and the seller.
Agents with noncompliant listings will be notified via email and phone. If an agent with a blocked listing has other compliant listings on Zillow, these listings will remain visible.
“Listing notifications will be sent when we’ve identified a listing that doesn’t follow our standards,” Zillow explained. “These notifications are intended to inform agents and share resources they need to stay compliant and maximize exposure of their listings.
“Our intent isn’t to restrict access or catch any agent unaware — that’s why we’ll spend the next few months informing agents on a per listing occurrence.”
What’s allowed?
Under Zillow’s listing standards, delayed marketing exempt listings and “coming-soon” listings that are entered into the MLS within one day of public marketing — and made available to all MLS participants via IDX and VOW feeds — are allowed.
Additionally, listing agents are also able to post a sneak peak of a listing on social media or in an email newsletter to buyers. These previews cannot long include identifiable details about the property, such as price or address.
Sneak peaks are also not allowed to include a call to action, such as an invitation to tour the home or the ability to receive a link to the listing via direct communication with the listing agent.
The listing standards also allow for office exclusives, as long as the homeowner signs a seller disclosure form. The property is limited to only the listing brokerage and can be shared only among agents within that brokerage, or via one-to-one communication with clients.
In its blog post, Zillow noted that homeowners concerned about privacy also have the choice to opt out of internet displays on their MLS-entered listings. They can also hide their address while still publishing their listing on the MLS and on other websites that receive MLS data feeds.
Zillow noted that if a homeowner wants to keep their listing completely private, “they should be fully informed of the tradeoffs and agree in writing.”
Not allowed under Zillow’s standards are listings that are publicly marketed via social media post, yard sign or a post on the broker’s website without being entered in the MLS and available via IDX or VOW feed within one business day.
Additionally, the policy does not allow for listings that are shared selectively with buyers who are not already clients of the brokerage.
Zillow announced these new listing standards in early April. Redfin quickly followed with a similar move, in response to rising interest in private listings and private listing networks as a result of the debate surrounding the Clear Cooperation Policy.
So far, eXp Realty, NextHome and West USA Realty have all signed on to Zillow’s listing standards.
English (US) ·