Today, Zillow shared additional details on its new Listing Access Standards, including what counts as public marketing, how enforcement will work, and the exact dates agents need to know.
If you’re marketing a listing publicly but not entering it in the MLS within one business day, that listing could soon be blocked from Zillow and Trulia. Here’s what was clarified by Zillow.
Key Dates for Zillow’s New Listing Access Standards
The rollout is happening in phases, but these are the deadlines that agents should know about:
- May 28: Zillow begins notifying agents about non-compliant listings. These are warnings only and will come via email and phone call.
- June 30: Enforcement begins. The third non-compliant listing (and every one after) will be blocked from Zillow and Trulia for the life of the listing agreement.
Any listing that meets the standards will stay live, even if the agent has other listings (or past listings) with violations.
What’s Allowed
Zillow clarified a few gray areas agents asked about—here’s what won’t get flagged.
- Office exclusives are fine if the seller signs a disclosure and the listing is only shared inside your brokerage or in direct 1:1 communication with clients.
- Coming Soon listings are allowed as long as they’re entered into the MLS within one business day and made available via IDX or VOW.
- Sneak peeks are permitted on social or email ONLY if there’s no price, address, or call to action (no “DM me for info”).
What’s Not Allowed
These are the specific marketing practices that will get your listing flagged and eventually blocked.
- Publicly marketing a listing (even a yard sign or post on your site) without MLS entry within one business day.
- Selectively market listings to buyers who aren’t already clients of the brokerage.
- Promoting “off-market” access to listings if a buyer is willing to work with a specific agent or brokerage.
- Posting a listing on a website, on social media, or with a yard sign before that is not in the MLS.
- Sharing price, address, or CTAs like “DM to tour” in a social post for a listing that is not entered into MLS.
What About Sellers Who Want Privacy?
Private listings are still allowed, but under the following conditions:
- The listing can’t be marketed publicly in any form.
- It can only be shared 1:1 within the brokerage and with individual clients.
- The seller must sign a written waiver that explains the tradeoffs and confirms the request for privacy.
The following types of listings are exempt from the new listing access standards: For Sale By Owner (FSBOs), rental listings, and any builder listings not listed with an agent under an exclusive agreement.
For more of the nitty gritty details, like Zillow’s definition of “one business day” and what a listing notification consists of, visit Zillow’s post for agent FAQs.
