If you’re in the market to buy or sell a home—or work anywhere near real estate—you’ve probably heard the buzz about Zillow’s newest policy shake-up. And if you haven’t yet, buckle up, because it’s a big one. As of June 30, 2025, Zillow will officially block any listings from agents who don’t play by its new rules. At first glance, the move looks like it’s all about protecting consumers… but is it really that simple? Let’s unpack it.
So, What’s Changing?
Zillow’s new listing access standards aim to cut out “pocket listings”—those exclusive homes you hear about through word of mouth, a yard sign, or maybe a VIP email list before they ever hit the MLS.
Here’s the gist: if an agent publicly markets a property in any way (think Instagram posts, email blasts, or even a simple flyer), it must be entered into an MLS within one business day to stay on Zillow. No exceptions, unless the listing is truly private and the seller has signed off on limited exposure. Even “Coming Soon” listings need to hit the MLS to make the cut. Violations start getting real after the third offense—Zillow will block the listing from appearing on Zillow and Trulia for the life of the agreement.
Zillow’s Pitch: Leveling the Playing Field
Zillow’s leadership says this is all about transparency and fairness. Their stance? If any buyer can see a listing, then every buyer should be able to see it. They argue that pocket listings create confusion and distrust—and often leave buyers (especially those in underserved communities) at a disadvantage. In fact, Zillow cites research that shows homes kept off the MLS take longer to sell and sell for less—sometimes costing sellers thousands. The company is leaning hard into a message of equal access and market integrity, saying their policy boosts trust, supports fair housing, and levels the playing field for smaller brokerages. Sounds noble, right?
Follow the Money: How Zillow Really Profits
To fully understand what’s driving this change, it helps to know how Zillow makes its money—and spoiler alert, it’s not from listing homes. Zillow isn’t a brokerage in the traditional sense. Instead, the bulk of its revenue comes from advertising dollars paid by agents, mortgage lenders, and other real estate service providers. Premier Agent, for example, is Zillow’s flagship revenue stream. Agents pay hefty fees to appear next to listings in specific ZIP codes, essentially “buying” placement and leads. That means the more traffic Zillow can attract and control, the more valuable those placements become. So, when you look at Zillow’s push for stricter listing standards, it makes sense from a business perspective: more listings funneled into the MLS = more listings on Zillow = more eyeballs = more ad revenue. And if fewer homes are marketed off-platform? Even better for Zillow’s bottom line.
The Pushback: A Power Move in Disguise? Not everyone’s buying it.
Critics—including big names like CoStar’s Andy Florance and Compass’s Robert Reffkin—say Zillow’s real motivation isn’t consumer advocacy, but control. After all, when you control the listings, you control the market. And this policy shift just happens to follow closely on the heels of the National Association of Realtors updating its own rules around delayed marketing. The argument goes like this: Zillow wants to keep traffic (and ad dollars) flowing through its platform, so it’s tightening the screws on agents who use other creative strategies—like Compass’s 3-Phase Marketing approach that begins with private exclusives. Some agents now face a tough choice: use a pre-MLS strategy that may best serve their seller… or keep their listing on the portal where most buyers are looking.
Who’s Right? Honestly? Both sides have a point.
There’s no doubt that broader exposure typically results in higher sales prices and faster results. And giving all buyers equal access to listings is a good thing—we can all agree on that. But it’s also true that some sellers value privacy, or want to test the market before going full blast. Stripping away those options entirely can feel like overreach. Plus, let’s not forget Zillow’s size and influence. With more than a billion visits to its site every year, it’s hard not to see this as a play to solidify its role as the gatekeeper for real estate info.
What This Means for You...
If you’re a seller, this means you’ll need to understand how your agent plans to market your home—and whether that strategy will get your listing on Zillow (or keep it off). Transparency is key. If you’re a buyer, you may be seeing more homes on the portal—yay!—but don’t assume you’re seeing everything. Some brokerages may take their listings elsewhere, or explore alternative strategies. If you’re an agent or industry pro (hi 
), this is a moment to rethink your approach. How do you provide top-tier service while staying compliant? How do you communicate value to sellers when Zillow changes the rules mid-game?
Bottom Line:
This policy could improve transparency, boost competition, and help buyers who’ve felt locked out of the market. But it also raises fair questions about control, flexibility, and who really benefits when one platform holds all the cards. Only time (and data) will tell if this move helps or hurts the market in the long run. But one thing’s for sure—every agent, broker, and buyer should be paying attention.
