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Seattle-based firm Redfin will start banning listings in September, the same month the National Association of Realtors (NAR) says multiple listing services (MLS) must implement the terms of Delayed Marketing Exempt Listings (DMEL) under the Multiple Listing Options for Sellers (MLOS) policy.
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“We plan to implement the policy in September, which aligns with the timeline for MLSs to roll out delayed exempt policies,” the spokesperson told Inman in an email.
Like Zillow Group, Redfin’s ban impacts listings that aren’t added to the multiple listing service (MLS) within 24 hours of being publicly marketed. The ban won’t impact DMEL, an option where the seller can have their broker delay the public marketing of their listing through an IDX feed. Brokers will still file delayed marketing listings with the MLS and will be allowed to market the listing in other manners the seller has requested.
“If they’re shared in the MLS and disseminated to sites like Redfin through a Virtual Office Website (VOW), where buyers can access them, those listings can be included on Redfin,” a Redfin spokesperson told Inman in April.
Glenn Kelman | Credit: Redfin
Alongside the listing ban, Redfin CEO Glenn Kelman called on MLSs to create a new “coming soon” designation that bans portals from displaying days on market and price history.
“Because we believe that all buyers should be able to see all listings, Redfin.com will not publish any listings that have been publicly marketed before being shared with all real estate websites via the MLS,” Kelman said in a previous Inman article. “To encourage homesellers to market their listings via the MLS, Redfin is also asking MLSs to create a coming soon designation for listings that precludes search sites from showing how long a home has been for sale and at what prices.”
Redfin’s announcement comes two days after Zillow Group outlined the timeline of its listing ban.
Zillow Group will start sending non-compliance listing notices on May 28. Agents will get two non-compliance listing notices before their listing gets banned on Zillow and Trulia beginning June 30. Zillow Group said it will begin enforcing the ban in phases, going nationwide by the end of the summer.
“These listing access standards are how we’re implementing NAR’s Clear Cooperation Policy on Zillow sites and reflect our belief in fair access for all,” Zillow said in a previous Inman article. “The standards apply to listings regardless of any applicable MLS rule. They apply to all listings subject to an exclusive for-sale listing agreement between a broker and a seller and therefore do not apply to builder inventory represented directly by the builder, rental listings or for sale by owner listings.”
“This notification period is designed to give agents ample time to understand and ensure they’re complying with the new listing access standards so all publicly marketed listings can reach the broadest audience of home shoppers online,” they added.
Zillow Group and Redfin’s listing bans are part of a larger debate over Clear Cooperation, private listing networks (PLN), and how much control sellers and listing agents should have over disseminating listing data.
NAR’s policy changes have also added another layer to an ongoing portal war, with major players taking their stake in the CCP debate.
CoStar Group said Homes.com won’t ban listings that aren’t added to the MLS within 24 hours of being publicly marketed. On May 9, Homes.com upped the ante and said it would give listing agents with banned listings free access to its new marketing product, Boost.
Meanwhile, Realtor.com hasn’t shared a policy stance, with a company spokesperson only revealing in April that the portal is giving “thoughtful consideration” on how to handle DMEL.
