Zillow Preview Adds 24 Brokerages in First Week After Launch

One week after launching Zillow Preview, the company announced that 24 additional brokerages have signed on, according to its latest news release.

The additions build on Zillow’s original launch partners, which include Keller Williams, RE/MAX, HomeServices of America, Side, and United Real Estate.

Jeremy Wacksman, Chief Executive Officer at Zillow, stated:

“Zillow Preview was just announced, but the signal from the industry is undeniable. Brokerages and their agents want an early marketing option that’s public, transparent and easy for consumers to find, not hidden behind a private gate. This level of early adoption shows we’re building something that aligns with where the market is headed.”

The Brokerages Backing Zillow Preview

Zillow added 24 brokerages within a week of launch, giving a clearer picture of where early support is coming from.

The list includes national brands and a range of regional firms:

1. Engel & Völkers
2. Leading Real Estate Companies of the World (LeadingRE)
3. SERHANT.
4. Samson Properties
5. Vanguard Properties
6. West USA Realty
7. Berkshire Hathaway HomeServices (BHHS)
8. 54 Realty
9. Bastion Realty
10. DASH Carolina
11. Dwelli
12. ehomes
13. Heather & Company Realty Group
14. Hester Group Realtors
15. Joe Stockdale Real Estate
16. Palm Paradise Realty Group
17. Pemberton Real Estate
18. Regal Realtors
19. Spyglass Realty
20. Levi Rodgers Real Estate Group
21. Move Real Estate
22. Stephen Cooley Real Estate
23. Navigate Realty
24. Works Real Estate

Stuart Siegel, president and CEO, Engel & Völkers Americas, made the following statement:

“Engel & Völkers firmly believes that full market exposure delivers the strongest outcomes for both buyers and sellers. At the same time, we recognize that in certain markets and client situations, a more tailored, pre-marketing approach may be appropriate. 

“Ultimately, broader consumer reach creates greater opportunity, which is why we’ve partnered with Zillow, leveraging its leading position among real estate platforms to maximize visibility and results for our clients.” 

Different Paths to Pre-Market Exposure

While Zillow has a growing partner list, other major players are taking different approaches to pre-market listings.

Last week, eXp announced its non-exclusive “Coming Soon” syndication strategy across Realtor.com, Homes.com and ComeHome.com (via Google Search), signaling a different philosophy around pre-market exposure.

That difference came into focus in Byron Lazine’s recent interview with Zillow COO Jun Choo. Choo noted that the reason Zillow Preview remains exclusive is so Zillow can create a consistent consumer experience during the pre-market period. 

Compass, on the other hand, is extending its “Coming Soon” inventory exclusively through Redfin, giving those listings broader exposure while still leaning into its 3-phase marketing strategy.

Zillow’s latest partner update shows the company is gaining momentum quickly. It also makes clear that brokerages are not rallying behind one shared strategy, but choosing very different paths for how pre-market listings should be marketed and where consumers will see them first.

What is becoming clearer is not a single industry standard, but a growing mix of strategies for how pre-market listings are introduced to consumers.