The Industry Relations Podcast is now available on your favorite podcast player!
Overview
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.
Key Takeaways
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New exclusive and non-exclusive listing agreements are accelerating fragmentation in listing distribution.
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Debate continues over whether these moves resemble competition or anti-competitive behavior.
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Pre-marketing ("coming soon") listings are a key battleground for platforms seeking inventory outside IDX feeds.
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MLSs face pressure as the industry questions whether they are cooperatives or listing platforms.
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Much of the conflict is centered on control of lead generation rather than access to listings.
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Homes.com is pursuing brokerage feeds to capture pre-marketing listings, while Zillow is incentivizing participation through its Preview product.
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Agents use pre-marketing to control pricing strategy, days on market, and demand signals.
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Ongoing debate between "your listing, your lead" vs. referral-based models.
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Larger platforms and brokerages with data/control advantages are positioned to benefit most.
Links
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Greg's Website
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