Industry Relations Begun the pre-marketing wars have
Mar 25, 2026
Andy Woolley, VP of Industry at Homes.com and listing distribution veteran, explains the surge in pre-marketing and brokerage feed strategies. The conversation covers the rise of coming-soon listings, how broker-portal deals fragment distribution, Homes.com’s push for brokerage feeds, and whether MLSs remain cooperatives or become lead-driven platforms.
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Three Distinct Listing Stages Matter
- Pre-marketing, private, and full exposure are distinct listing stages with different distribution rules and implications for portals.
- Andy defines private as broker-only, pre-marketing as coming soon/office exclusive, and full exposure as active/IDX distributed.
Get Pre-Market Inventory From Broker Feeds
- If portals can't get pre-market listings from MLS IDX, go to broker feeds to capture that inventory.
- Homes.com pursued brokerage feeds (EXP first) to ingest pre-market listings and fallback to MLS updates after activation.
Add Portal Publish Options In MLS Input
- MLSs should add publisher options for portals to listing input so agents can choose where to market pre-market listings.
- Andy urged MLSs to include a homes.com publish option for pre-marketing statuses to avoid bypass feeds.