For years, real estate professionals have debated the role of private listings in a competitive market. Now, Zillow is making its position crystal clear—and it’s sparking reactions from some of the most influential names in the industry.
On April 18, Errol Samuelson, Chief Industry Development Officer at Zillow, published a detailed LinkedIn post announcing new listing access standards that could shift how agents, buyers, and sellers navigate the flow of inventory.
Samuelson’s message was bold: if a listing is marketed to some buyers, it must be available to all buyers. No exceptions.
The post, which has since gained widespread attention, prompted responses from industry leaders including Robert Reffkin (Compass), Leo Pareja (eXp Realty), Glenn Sanford (eXp), Bess Freedman (Brown Harris Stevens), and James Dwiggins (NextHome), among others.
While some applauded Zillow’s pro-consumer stance, others questioned the long-term implications for agent autonomy and brokerage strategy.
Here’s a closer look at what Samuelson said—and how the industry is responding.
Key Points from the LinkedIn post
Samuelson’s message centered around Zillow’s belief that transparency and equal access are essential for a healthy housing market. And plenty of the commenters are in full agreement.
What many others have objected to is the idea that equal access for buyers takes priority over a homeowner’s right to decide how their home is marketed.
On the flipside, commenters supporting Zillow’s decision argue that sellers already have the option of private marketing, and that full transparency on marketing privately vs publicly would lead most, if not all, to choose marketing to all buyers. And sellers who want their home marketed to an exclusive set of buyers probably don’t want it on Zillow, anyway.
In other words, this whole debate over Zillow’s new policy could be what Lisa Chinatti described as “a nothing burger” in last week’s episode of the Knowledge Brokers Podcast.
Here are the main points Samuelson outlined in his post:
#1: New Listing Access Standards:
Any listing marketed to some buyers must be made available to all buyers. This promotes fairness and reduces the risk of information gaps between agents and clients.
#2: Opposition to Private Listing Networks:
Samuelson argued that private or exclusive listings create an uneven playing field, putting buyers and agents who are out of the loop at a disadvantage.
#3: The Case for Public MLS Listings:
Sellers benefit from wider exposure and potentially better offers when listings are shared publicly. Buyers gain access to more inventory, leading to more informed decisions.
#4: Clear Guidelines on What’s Allowed:
Permitted under Zillow’s new standards:
- True private listings not marketed online
- Office exclusives within a brokerage
- Coming Soon and delayed marketing listings entered into the MLS
- FSBO listings
- Rentals and new construction homes
Not permitted: Listings marketed to a select group but hidden from others.
#5: Support from Consumer Advocates:
Samuelson referenced endorsements from groups like the Consumer Policy Center (CPC), Consumer Advocates in American Real Estate (CAARE), and the National Association of Hispanic Real Estate Professionals (NAHREP), all of whom framed the standards as a pro-consumer move.
#6: Zillow’s Continued Investment in Agents:
The post emphasized Zillow’s tools, including ShowingTime+, Zillow Showcase, Follow Up Boss, and dotloop, and its commitment to helping agents grow their business in a transparent, competitive market.
Read the original LinkedIn post for more details.
Reactions from Industry Leaders
The post currently has 350 comments. Here we’re highlighting those from industry leaders, some in support of Zillow’s new standards and some unequivocally against it.
Comments in support of Zillow’s policy:
Comments in opposition:
The most notable comments opposing Zillow’s policy were from Robert Reffkin himself (Compass CEO), though there was no shortage of comments from agents and other professionals affiliated with Compass, as well as some whose affiliation was unknown.
We’re highlighting Reffkin’s posts here, as well as one response from Glenn Sanford, the CEO of eXp World Holdings.
