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March 17.2026
3 Minutes Read

Pre-Marketing Listings: A Pulse Check for the Real Estate Industry

Man in suit in front of stylized aerial suburb for Zillow pre-marketing deal.

Understanding Zillow Preview: A New Approach to Real Estate

In a significant shift within the real estate sector, HomeServices of America has stepped into the spotlight with its participation in Zillow Preview, a program enabling agents to pre-market listings before they reach the multiple listing service (MLS). This move is indicative of how brokerages are rethinking their strategies for online property distribution amid rapidly changing market dynamics.

A Pulse Check for the Industry

Chris Kelly, the CEO of HomeServices, emphasizes that Zillow's initiative should serve as more than just an opportunity for short-term gains. He refers to it as a "pulse check," urging industry players to assess long-term implications. "Everybody should take a moment and really assess the long-term implications versus maybe the perceived short-term gains," he stated. This reflective approach comes at a time when real estate brokerages are faced with competing methods for maximizing listing exposure.

The Rising Trend of Pre-Marketing Listings

The Zillow Preview model mirrors similar experiments within the industry where brokerages like Compass and Redfin are trialing new exposure strategies such as displaying coming-soon listings. Other firms, like Pittsburgh’s Howard Hanna, have initiated private networks for internal sharing of properties. Kelly acknowledges that while various organizations may perceive this competition as black and white, the reality is far more complex. "I do believe there are some that are thinking of it along those kinds of linear terms — like you’re either on this side or on the other side. But like most things in life or business, the truth is somewhere in between," he said.

Concerns Over Market Fragmentation

Amid these evolving practices, Kelly warns of the dangers associated with scattered listings across different platforms. He argues that if brokerages dive into their private listing networks without collaboration, it risks alienating consumers. This could lead to a fragmented marketplace where buyers are burdened with searching multiple websites to find available homes. He likens this situation to the evolution of television viewing with the emergence of streaming, emphasizing the challenges of information overload for consumers. "If you look at portals like Zillow, it’s a little like YouTube TV. That’s where consumers are going to watch the content," he noted.

Broad Exposure: A Strategic Advantage

Despite the allure of niche marketing strategies, Kelly believes that the majority of listings benefit from broad exposure. He states, "There are times where that kind of secret-passage speakeasy approach works. But for the vast majority of businesses, you’re trying to draw the biggest crowd." This highlights an understanding that while unique strategies may tempt some, the underlying goal of real estate remains to connect sellers with buyers optimally.

What Lies Ahead for Real Estate Marketing?

With these discussions unfolding, the future of real estate marketing appears to hinge on balance—between leveraging new technologies and maintaining consumer accessibility. The industry is at a crossroads, and the choices made in the coming months could shape how properties are marketed for years to come. As brokerages navigate this new landscape, the insights shared by leaders like Kelly serve as a crucial reminder of the importance of collaboration, innovation, and consumer-centric strategies in real estate.

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05.01.2026

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