The Industry Relations Podcast is now available on your favorite podcast player!
Overview
This episode features Andy Woolley (Homes.com) joining Rob and Greg to break down a wave of rapid industry changes driven by new agreements between Zillow, Compass, Redfin, and eXp. The conversation focuses on exclusive vs. non-exclusive listing deals, the rise of pre-marketing strategies, and the increasing fragmentation of listing distribution. Together, they examine how these shifts challenge the traditional role of the MLS as a broker cooperative, with ongoing debate about whether the industry is moving toward a more fragmented, lead-generation-driven ecosystem.
Key Takeaways
- New exclusive and non-exclusive listing agreements are accelerating fragmentation in listing distribution.
- Debate continues over whether these moves resemble competition or anti-competitive behavior.
- Pre-marketing (“coming soon”) listings are a key battleground for platforms seeking inventory outside IDX feeds.
- MLSs face pressure as the industry questions whether they are cooperatives or listing platforms.
- Much of the conflict is centered on control of lead generation rather than access to listings.
- Homes.com is pursuing brokerage feeds to capture pre-marketing listings, while Zillow is incentivizing participation through its Preview product.
- Agents use pre-marketing to control pricing strategy, days on market, and demand signals.
- Ongoing debate between “your listing, your lead” vs. referral-based models.
- Larger platforms and brokerages with data/control advantages are positioned to benefit most.
Links
- Rob’s webinar – The Agency-Centered MLS: A Framework for Survival
- MLS Reset Registration
- Homes.com expands early access to pre-market listings
- Where brokerages stand on pre-MLS listings after a whirlwind week
- Zillow’s ‘simplified’ listing standars make MLS optional
- Andy Woolley roast video of Greg at CMLS
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