Zillow’s New Policy on Pre-MLS Marketing: What Agents Need to Know

Zillow just rolled out a major change — and it’s already reshaping how agents can market properties.

As of May 1, Zillow will no longer display listings that were publicly marketed before hitting the MLS. That includes any public promotion: Instagram posts, teaser videos, yard signs, email blasts — if the listing isn’t already on the MLS, Zillow won’t touch it.

This policy aligns with the National Association of Realtors’ Clear Cooperation Policy, but it goes one step further: no exceptions for “office exclusives.” If it’s public, it better be on the MLS — or Zillow will pull the plug.

The Upside: A Push Toward Transparency

For some, this move levels the playing field. Every buyer gets the same access to listings at the same time. No pocket listings. No exclusive previews that favor insiders. In theory, it’s a win for fairness and visibility — especially in competitive markets.

It also helps ensure that buyers don’t miss opportunities simply because they weren’t following the right agent or firm on social media.

The Downside: Less Flexibility, Less Hype

But let’s be real — it also puts a damper on the momentum agents build pre-launch.

No more drumming up excitement with a “Coming Soon” campaign before going live. No early videos. No sneak peeks on your feed. If you market it, you’ve triggered the clock — and the property must hit the MLS within one business day or risk being delisted from Zillow entirely.

For agents who use storytelling and strategic pre-marketing to generate buzz, this limits your options. And for sellers who prefer a quieter rollout — or want a moment to build demand — this adds pressure.

So, What Should You Do?

This change doesn’t mean you stop marketing early. It means you adapt your tools and timing. Here’s how:

• Time Your Teasers Strategically

  Launch your pre-listing campaign with or just before your MLS entry. Stay compliant, stay visible.

• Use Private Channels for Early Interest

  Want to build momentum before going public? Use email lists, client portals, or invite-only groups — anything that doesn’t count as public marketing.

• Lean Into Owned Platforms

  Zillow can pull a listing. They can’t pull content from your website, your brand, or your client relationships. Invest in your own audience and funnel.

• Educate Sellers

  Many sellers expect a “grand reveal” moment. Help them understand the new rules — and what’s still possible within them.

Final Thoughts

Zillow’s new policy is part of a bigger trend: platforms are tightening control, and the days of casual pre-marketing are over.

But this isn’t the end of great listing strategy — it’s just a new phase.

The agents who thrive now aren’t the ones who complain. They’re the ones who pivot fast, sharpen their tools, and keep telling great stories — with or without Zillow’s blessing.

Great marketing doesn’t rely on a single platform. It relies on strategy.