Homes.com just escalated its rivalry with Zillow.
In an interview with Inman, CoStar CEO Andy Florance announced that the company will now offer free Boosts to listings that have been blacklisted by Zillow under its new private listing policy.
The move, rolled out with Homes.com’s new Boost tool on April 29, is aimed at supporting agents and homeowners whose listings were removed from Zillow for non-compliance with the portal’s stricter MLS rules.
“Homes.com is going to support any agent who gets blackballed or blacklisted on Zillow, and boost their listing. We don’t think it’s right to ban people’s listings for your economic interest.”
What the Homes.com Boost Tool Offers
Homes.com’s Boost feature is a paid marketing upgrade, normally $260 per listing, designed to amplify a property’s visibility.
But for listings banned by Zillow, that fee will be waived. Here’s what users get:
- First-page placement in Homes.com search results
- Premium inclusion in listing alerts and local content (neighborhood, school, community)
- Wider exposure via targeted ads across major platforms like CNN, ESPN, and The New York Times
- A dashboard for tracking views, leads, and ad performance
Florance said Homes.com will flag banned listings in real time and grant access to Boost for free. Users can register by providing their listing address on the Boost homepage.
Why Zillow Is Banning Listings
Zillow’s updated policy, which takes effect this month, states that listings must be entered into the MLS within 24 hours of public marketing, which includes:
- Yard signs
- Social media promotion (home tour videos on IG, etc.)
- Brokerage private listing networks (PLNs)
This mirrors NAR’s Clear Cooperation Policy, but it’s drawn criticism from agents and brokerages that rely on private or phased marketing strategies.
While Zillow says “coming soon,” “office exclusives,” and Delayed Marketing Exempt Listings are allowed if compliant with NAR guidelines, the broader ban is already dividing the industry.
Industry Reactions are Split
Several industry leaders, along with consumer watchdogs, have taken sides:
Redfin joined Zillow in announcing it will ban publicly marketed off-MLS listings.
Leo Pareja, CEO of eXp Realty, and NextHome CEO James Dwiggins praised Zillow for protecting consumers and listing transparency.
Compass CEO Robert Reffkin is aligned with CoStar, defending private listing phases and saying the Boost tool prevents agents from being penalized.
For agents frustrated by Zillow’s listing restrictions, Homes.com is positioning itself as a viable alternative.
