Real Estate Platforms Crack Down on ‘Off-Market’ Listings, Paving the Way for Greater Buyer Transparency

A major shift is unfolding in the U.S. real estate landscape as industry giants Zillow and Redfin take decisive steps to eliminate the use of exclusive “off-market” home listings from their platforms. The move marks a significant change in how homebuyers will access listings aiming to level the playing field and boost transparency.

What’s Changing?

Zillow and Redfin, two of the largest online real estate platforms, are tightening their policies to ensure that homes marketed to any buyer must be visible to all buyers through the MLS (Multiple Listing Service). Specifically, both companies will no longer allow listings that are publicly promoted before being entered into the MLS database a tactic commonly known as “office exclusives” or “pocket listings.”

These off-market deals often give certain agents and their networks early, exclusive access to homes before the broader public even knows they’re for sale. While this can benefit sellers aiming for a discreet sale, critics argue that it shuts out many buyers and undermines fair competition.

Zillow’s Enforcement Measures

Zillow recently introduced a new set of guidelines called “listing access standards.” These rules require listings to be submitted to the MLS and made available to the public within one business day of any public marketing. Listings that don’t follow this standard will be flagged as violations.

Beginning in late May, agents across major markets have started receiving warnings for noncompliant listings. If an agent racks up three violations, Zillow will remove that agent’s listings from both Zillow and its sister site, Trulia, for the duration of the seller’s agreement with that brokerage. This enforcement will be rolled out in stages, with nationwide implementation planned over the summer.

According to Zillow, these changes are aligned with the National Association of Realtors’ (NAR) “Clear Cooperation Policy,” which mandates the submission of publicly marketed listings to the MLS within one business day. The idea is to ensure open access for all buyers, not just a select few.

Exemptions and Exceptions

There are a few exceptions to Zillow’s new rule. Listings shared only within an agent’s brokerage (with signed opt-out documentation), homes categorized under “coming soon” in the MLS, and properties not marketed to the public do not fall under the new restrictions.

Additionally, newly constructed homes sold directly by builders, rental listings, and homes listed as “for sale by owner” will still be allowed to appear on the platform without being listed on the MLS first.

Redfin Takes a Similar Stand

Redfin is also rolling out comparable changes. CEO Glenn Kelman announced that Redfin will no longer post listings that were publicly advertised prior to being shared via the MLS. Like Zillow, Redfin wants to promote fairness by ensuring all buyers have access to the same property information.

Kelman has also urged MLS providers to introduce a “coming soon” label that doesn’t track days on market or pricing history a move designed to encourage transparency without penalizing homes that aren’t immediately ready for showings.

Redfin’s new policy is expected to go into effect in September, following the lead of the Clear Cooperation Policy revisions announced by the NAR earlier this year.

Why This Matters

The shift away from private listings could have wide-reaching effects on how homes are bought and sold. While some sellers value discretion, critics of off-market sales argue they reduce visibility, restrict buyer access, and can inflate prices by fostering exclusivity.

These policy changes aim to promote fairness, broaden buyer access, and create a more transparent homebuying experience. As the real estate market continues to evolve, such measures could help build trust in an increasingly digital and competitive environment. For more information about financing visit Nadlan Capital Group.