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Rob and Greg break down NAR's latest settlement move, Zillow's shift toward pre-marketing, and what it all means for the industry. The back half turns into a heated debate on new "public marketing" laws, the definition of marketing itself, and whether the MLS is a listing platform or a broker cooperative.

***CORRECTION: During the podcast we mistakenly commented that we had recieved an update about the recent NAR settlement 24hrs ahead of time. That is not accurate. We recieved the update the day of the news being announced. We apologize and regret the error.***

• NAR's new settlement strategy is more proactive—but may face legal pushback

• Zillow's "Preview" signals a major shift toward pre-marketing

• Portal competition remains intense across Zillow, Homes.com, and others

• New state laws are vague and raise more questions than answers

• "What is marketing?" is becoming a core industry debate

• The MLS identity crisis: platform vs. cooperative

• Pre-marketing continues to reshape listing strategy

• Consumer expectations could determine where this all goes

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The Industry Relations Podcast is now available on your favorite podcast player!

Rob and Greg discuss Northwest MLS countersuing Compass and the broader implications for private listings, cooperation, and MLS rules. The conversation centers on whether MLSs should enforce listing transparency, how "coming soon" and private exclusives are being used, and whether current policies are conflating professional cooperation with public marketing. They also explore potential futures for IDX, syndication, and the role of MLSs in regulating broker behavior.

• Lawsuit Focus – Northwest MLS is challenging Compass over private listing practices.

• Core Tension – Cooperation (agent access) vs. public marketing are being conflated.

• Private Listings – Debate over seller choice vs. market transparency.

• MLS Role – Split on whether MLS should enforce behavior or just enable cooperation.

• IDX Debate – Idea to remove IDX vs. risk of fragmenting listings.

• Fiduciary Risk – Future lawsuits may hinge on agent advice to sellers.

• Inconsistent Rules – "Coming soon" policies vary widely across MLSs.

• Fairness Concern – Private networks could limit access to listings.

Links

Nick Alfencamp's Article - The Pre-Market Arms Race
"Only the right ones..." - Compass agent's Instagram post
NWMLS Isn't Just Playing Defense Anymore -Vendor Alley Post

Connect with Rob and Greg

Rob's Website

Greg's Website

Watch us on YouTube

Our Sponsors:

Cotality

Notorious VIP

The Giant Steps Job Board

Production and Editing Services by Sunbound Studios

The Industry Relations Podcast is now available on your favorite podcast player!

Rob and Greg revisit the fallout from their conversation with Andy, focusing on the rapid shift toward "coming soon" and preview listings across major portals. Zillow's move into previews—alongside Redfin and Homes.com—signals a broader industry change in how listings are marketed and distributed. The discussion centers on whether Zillow truly "changed," what this means for MLS control, and how the definition of being "on the market" is evolving. The episode also explores whether the industry can move past moral arguments and accept these changes as business decisions.

• Zillow's move into previews

  • Zillow entering "coming soon" listings is framed as solving a distribution problem rather than a full strategic reversal.

  • Signals frustration with slow-moving MLS rules and lack of standardization.

• Shift from moral debate to business reality

  • Industry discussion may move away from "consumer harm" arguments toward competitive strategy and market positioning.

  • All players (Zillow, Redfin, Compass) are acting in their own business interests.

• Fragmentation vs. consumer behavior

  • Concern about a "streaming wars" future where buyers check multiple platforms.

  • In practice, buyers may already be using several apps simultaneously.

• Branding matters

  • Zillow's "Previews" is positioned as a clear, consumer-friendly product.

  • Competing offerings are less clearly defined or branded.

• MLS pressure and listing input risk

  • Portals accepting direct listing input (outside MLS) is a major long-term threat to MLS control.

• Changing definition of "on market"

  • Debate over whether "on market" means:

    • In the MLS

    • Under a listing agreement

    • Visible on portals like Zillow

  • Indicates a broader shift in how the industry conceptualizes market exposure.

• Impact on brokerage strategies

  • Exclusive vs. non-exclusive distribution (e.g., Compass vs. eXp) may influence listing pitches.

  • Market will determine whether sellers value broader distribution or platform-specific exposure.

Connect with Rob and Greg

Rob's Website

Greg's Website

Watch us on YouTube

Our Sponsors:

Cotality

Notorious VIP

The Giant Steps Job Board

Production and Editing Services by Sunbound Studios