The Industry Relations Podcast is now available on your favorite podcast player!

Rob and Greg revisit the fallout from their conversation with Andy, focusing on the rapid shift toward "coming soon" and preview listings across major portals. Zillow's move into previews—alongside Redfin and Homes.com—signals a broader industry change in how listings are marketed and distributed. The discussion centers on whether Zillow truly "changed," what this means for MLS control, and how the definition of being "on the market" is evolving. The episode also explores whether the industry can move past moral arguments and accept these changes as business decisions.

• Zillow's move into previews

  • Zillow entering "coming soon" listings is framed as solving a distribution problem rather than a full strategic reversal.

  • Signals frustration with slow-moving MLS rules and lack of standardization.

• Shift from moral debate to business reality

  • Industry discussion may move away from "consumer harm" arguments toward competitive strategy and market positioning.

  • All players (Zillow, Redfin, Compass) are acting in their own business interests.

• Fragmentation vs. consumer behavior

  • Concern about a "streaming wars" future where buyers check multiple platforms.

  • In practice, buyers may already be using several apps simultaneously.

• Branding matters

  • Zillow's "Previews" is positioned as a clear, consumer-friendly product.

  • Competing offerings are less clearly defined or branded.

• MLS pressure and listing input risk

  • Portals accepting direct listing input (outside MLS) is a major long-term threat to MLS control.

• Changing definition of "on market"

  • Debate over whether "on market" means:

    • In the MLS

    • Under a listing agreement

    • Visible on portals like Zillow

  • Indicates a broader shift in how the industry conceptualizes market exposure.

• Impact on brokerage strategies

  • Exclusive vs. non-exclusive distribution (e.g., Compass vs. eXp) may influence listing pitches.

  • Market will determine whether sellers value broader distribution or platform-specific exposure.

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The Industry Relations Podcast is now available on your favorite podcast player!

This episode features Andy Woolley (Homes.com) joining Rob and Greg to break down a wave of rapid industry changes driven by new agreements between Zillow, Compass, Redfin, and eXp. The conversation focuses on exclusive vs. non-exclusive listing deals, the rise of pre-marketing strategies, and the increasing fragmentation of listing distribution. Together, they examine how these shifts challenge the traditional role of the MLS as a broker cooperative, with ongoing debate about whether the industry is moving toward a more fragmented, lead-generation-driven ecosystem.

• New exclusive and non-exclusive listing agreements are accelerating fragmentation in listing distribution.

• Debate continues over whether these moves resemble competition or anti-competitive behavior.

• Pre-marketing ("coming soon") listings are a key battleground for platforms seeking inventory outside IDX feeds.

• MLSs face pressure as the industry questions whether they are cooperatives or listing platforms.

• Much of the conflict is centered on control of lead generation rather than access to listings.

• Homes.com is pursuing brokerage feeds to capture pre-marketing listings, while Zillow is incentivizing participation through its Preview product.

• Agents use pre-marketing to control pricing strategy, days on market, and demand signals.

• Ongoing debate between "your listing, your lead" vs. referral-based models.

• Larger platforms and brokerages with data/control advantages are positioned to benefit most.

• Rob's webinar - The Agency-Centered MLS: A Framework for Survival

• MLS Reset Registration
  
  
• Homes.com expands early access to pre-market listings
  
  
• Where brokerages stand on pre-MLS listings after a whirlwind week
• Zillow's 'simplified' listing standars make MLS optional

• Andy Woolley roast video of Greg at CMLS

Connect with Rob and Greg

Rob's Website

Greg's Website

Watch us on YouTube

Our Sponsors:

Cotality

Notorious VIP

The Giant Steps Job Board

Production and Editing Services by Sunbound Studios

The Industry Relations Podcast is now available on your favorite podcast player!

Rob and Greg discuss the implications of Howard Hanna's "Hanna List" and whether private listing strategies represent a broader shift in real estate brokerage competition. The conversation centers on whether these moves signal an industry-wide trend toward consolidation or whether they are simply outliers driven by unique companies with large market share. They also debate the strategic motivations behind Compass's acquisition of Anywhere, the role of private listing networks in recruiting and retention, and whether smaller brokerages can compete if large firms leverage exclusive inventory to attract agents.

• Greg criticizes the "Hanna List" branding and argues Howard Hanna's strategy may not be representative of broader industry trends because of its unique market dominance.

• Rob suggests the Compass–Anywhere deal could trigger consolidation, noting that Compass now dwarfs competitors in scale.

• Greg argues competitors may take a wait-and-see approach, questioning whether Compass can successfully execute its strategy and integrate multiple brands.

• The hosts discuss whether private listing networks are primarily about recruiting advantage rather than consumer strategy.

• Rob argues that controlling listing inventory can translate into recruiting leverage and potentially reshape brokerage competition.

• Greg counters that many agents prioritize culture, independence, and commission structure, meaning scale alone may not determine recruiting outcomes.

• They conclude that whether private listings trigger widespread consolidation will depend on consumer demand, execution by large brokerages, and regulatory responses.

Connect with Rob and Greg

Rob's Website

Greg's Website

Watch us on YouTube

Our Sponsors:

Cotality

Notorious VIP

The Giant Steps Job Board

Production and Editing Services by Sunbound Studios