Zillow's 'new standards' reveal a big problem. Take back our industry

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Zillow recently released a list of what types of listings are considered acceptable under their new Listing Access Standards — a policy that, let’s be honest, feels more like a set of regulations than a private company’s internal guidelines.

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According to Zillow’s own Chief Industry Development Officer, Errol Samuelson, in this LinkedIn post, the following listing types will not be blacklisted from Zillow:

• True private listings for sellers who need privacy throughout the life of the listing and never intend to market it online
• Office exclusives that are within a brokerage but not publicly marketed or available to consumers directly
• Coming Soon and other pre-marketed listings entered into the MLS and distributed to all participants
• Delayed marketing listings entered into the MLS and shared with all participants
• For sale by owner (FSBO) listings
• Rental listings
• New construction homes sold directly by builders

Sounds clear, right?

Well … not exactly.

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The problem I have with Errol’s bullets is the fourth one from the bottom, ”Delayed marketing listings entered into the MLS and shared with all participants.”

I think people are making an assumption that this is addressing NAR’s delayed IDX feed policy, but it’s still creating a lot of confusion for people like me. Why can’t they specifically spell it out so it’s not confusing?

Here’s the bigger problem: Who put Zillow in charge?

What bothers me more than the policy confusion is this: When did Zillow become the regulatory body of our industry?

Let’s remember who Zillow is — a vendor that built its empire by reselling our listing leads back to us. They took our money.

Then they bought tools and platforms like:

• ShowingTime
• Dotloop
• Bridge Interactive
• Follow Up Boss

These acquisitions strategically positioned Zillow as the central command hub of the real estate transaction, including scheduling, signing, follow-up and beyond.

And now?

They’re policing what you can and can’t do with your own listings.

That’s not partnership.

That’s a power grab.

We are not Zillow’s vendors. We are the professionals

Somewhere along the way, the power dynamic flipped. We became the vendors. Zillow became the gatekeeper. And the scariest part?

Some leaders in our industry are cheering them on.

But let me ask you: Would your local paper or TV station ever tell you, “Sorry, we won’t run your ad because we don’t agree with your marketing strategy?” Of course not. So why are we tolerating it from Zillow?

It’s time to take back our industry — here’s how

Here are a few powerful, practical ways to start:

1. Get involved in your MLS and associations

Your MLS doesn’t just run on autopilot. Join a committee. Show up to meetings. Propose smart changes — like allowing agents to insert contact info in the final photo slot of a listing. That single move could dismantle Zillow’s Premier Agent revenue model.

2. Create your own lead sources

Stop relying on portals.

Try:

• Hosting “neighborhood-first” open houses
• Farming with hyperlocal content
• Building referral campaigns with past clients
• Partnering with small businesses for co-marketing opportunities

3. Educate your clients on what’s really happening

When a homeowner asks about Zillow, don’t bash — just be honest:

“Zillow makes money by taking your listing and selling leads to other agents. That means buyers clicking on your home may never speak to me, the agent who knows it best.”

Help them understand what platforms do — and what they don’t.

4. Use (and explore) tools your company already offers

You’d be surprised how many agents never log into their brokerage dashboard or ignore the tools their company already pays for — tools that can generate leads, enhance marketing or streamline client communication. Before buying another third-party solution, take inventory. You might already have what you need.

5. Support broker tools that empower agents

Explore alternatives to Zillow-owned platforms. Choose systems built by brokers, for brokers. Showing schedulers, CRMs, transaction managers — there are plenty of options that keep you in control, not feeding the competition.

This isn’t just about a policy. It’s about power

The longer we let Zillow define the rules, the harder it becomes to take our industry back.

So, if you’re frustrated, you’re not alone. But frustration without action is surrender. And now’s the time for action — in your business, your MLS and your client conversations.

Let’s stop letting a vendor dictate our standards. Let’s reclaim our industry. One voice, one action, one listing at a time.