BIC TIP #1171: Zillow Preview Explained
Welcome to Broker on a Boat, because why not? Stephen Long took to the lake to talk about something a lot of agents have been buzzing about: Zillow Preview. It sounds like a shiny new marketing tool. But for Realtor members, it runs straight into a familiar obstacle, the Clear Cooperation Policy.
What Zillow Preview Is
Zillow Preview is a program that allows agents to put their listings on Zillow as a kind of coming soon, before the listing goes anywhere else. On the surface, that sounds like a great way to build buzz and get early eyeballs on a property.
Where It Collides With Clear Cooperation
Here is the catch. Stephen explains that in most situations, using Zillow Preview would be a violation of the NAR Clear Cooperation Policy. If you are a Realtor member, that makes it a real challenge to implement right now.
Why? Because putting a listing on Zillow counts as public marketing. Once you publicly market a listing, the clock starts and the listing needs to be entered into the MLS within the timeframe your MLS requires, which Stephen notes is one business day or one calendar day depending on your MLS.
Rules Could Change
Stephen acknowledges that rule changes may make this possible in the near future. The industry is shifting, and policies around pre-marketing and office exclusives continue to evolve. But “might be allowed soon” is not the same as “allowed today.”
Until those changes actually happen, it is not something most brokers can really take advantage of. If you are unsure how your MLS or association is handling it, check with your broker-in-charge before you post anything.
The Practical Takeaway
Do not let a new platform pull you into a policy violation. Putting a listing on Zillow triggers public marketing, and public marketing triggers your MLS entry deadline under Clear Cooperation. Keep an eye on future rule changes, but for now, play it safe, follow your MLS rules, and enjoy the lake.
This BIC Tip is general real estate education for licensees and consumers, not legal, tax, or financial advice. Rules and forms change, so verify current NCREC rules, MLS rules, and standard forms, and consult a North Carolina attorney or qualified professional about your specific situation. See Disclaimers & Disclosures.
