Unpacking Zillow’s Listing Standards: What Every Real Estate Leader Should Be Saying
Zillow’s new policy highlights a deeper power shift—now’s the time for real estate leaders to step up, clarify confusion, and reclaim control.
Zillow’s latest policy update isn’t just another tweak to their platform—it’s a clear signal that real estate leaders must step up, clarify the confusion for your agents, and reclaim control of how your listings—and your profession—are represented.
Let’s be blunt: Zillow’s new “Listing Access Standards” don’t just introduce ambiguity—they underline a deeper power shift in the industry. If your agents are confused, it’s because the message is confusing. And that confusion is a leadership moment—an opportunity to educate, empower, and lead your team forward.
What Zillow Says—and What It Means for Your Agents
According to Errol Samuelson, Zillow’s Chief Industry Development Officer, the following types of listings will still be shown on their platform:
- Private listings never intended for public marketing
- Office exclusives within a brokerage
- “Coming Soon” properties listed in the MLS
- Delayed marketing listings shared through the MLS
- FSBOs
- Rentals
- New construction directly from builders
That list may sound comprehensive, but it’s vague—especially that bit about “delayed marketing listings shared through the MLS.” Is that NAR’s “Coming Soon” policy? Or something else entirely? Unfortunately, Zillow doesn’t say, and when policies aren’t clear, your agents are left to guess, and may potentially be telling their clients the wrong information.
Leadership Action: Help your agents decode this language. Host a quick team huddle or training session to break it down. Reassure them that confusion is normal—but so is clarity when guided by strong leadership.
The Bigger Question: Why Is Zillow Defining Our Standards?
Here’s the heart of the issue—and where you can really make an impact as a leader. When did we allow Zillow to start setting the rules?
Now, this is not a personal attack on Zillow—it’s a strategic look at where the power lies.
Let’s not forget: Zillow’s model is built on monetizing our data. Over time, they’ve acquired ShowingTime, Dotloop, Follow Up Boss, and other key tools. They didn’t just enter the space—they embedded themselves into every corner of it. And now they’re drawing lines around what counts as a valid listing?
That’s not support. That’s control.
Leadership Action: Educate your agents on the full picture. Encourage them to ask better questions, and more importantly, to understand the infrastructure behind their tools.
We’re Not Middlemen—We’re the Experts
Somewhere along the line, the narrative flipped: agents became the “help,” and tech platforms took center stage. But real estate professionals aren’t order-takers. We’re advisors, negotiators, and fiduciaries. Leaders like you have the chance—and responsibility—to reinforce that with your teams.
Would a local newspaper refuse to run a client’s ad because they didn’t like your strategy? Of course not. So why are we letting Zillow dictate how we market listings?
Leadership Action: Have this conversation openly with your team. Make it clear: we are not passive participants. We are professionals, and it’s time we act like it.
5 Ways to Help Your Team Reclaim Control
This isn’t just about one policy—it’s about building long-term agent independence and resilience. Here’s how you can guide your team:
- Reclaim Influence Within the MLS
Encourage your agents to get involved in MLS boards and committees. Advocate for agent-friendly changes.
- Build Pipeline Independence
Teach your team to stop relying solely on third-party portals. Instead:
- Host exclusive open houses for VIPs and neighbors
- Use CRM tools for relationship marketing (birthdays, move anniversaries, etc.)
- Co-market with local businesses
- Prioritize referrals and sphere-driven business
- Coach Them to Speak the Truth to Clients
Equip your agents with the right language:
“When I market your home, I want every serious buyer talking directly to me. Zillow may redirect those inquiries to someone who’s never even toured your home.”
This isn’t fear-mongering—it’s transparency.
- Audit Existing Tech Before Buying More
So many brokerages already pay for robust tools that agents never use. Encourage a “tech stack review” with your team. What do you already have access to? Is it being used to its full potential?
- Support Agent-First Platforms
Prioritize tools that empower, not compete with, agents. Choose CRMs, schedulers, and transaction platforms that serve the agent—not ones owned by competing lead sellers.
Leadership Means Owning the Narrative
At the end of the day, this isn’t about a listing policy. It’s about who gets to hold the pen and write the rules. The more you allow outside platforms to dictate your standards, the harder it becomes to lead your agents toward lasting success.
If you’re frustrated, don’t just vent—lead. Host a discussion. Break it down in your next team meeting. Heck, even share this article with your team.
The future of real estate doesn’t belong to algorithms. It belongs to leaders like you and the agents you inspire.
For Your Agents…
Zillow has rolled out a new listing policy that’s causing a lot of confusion across the industry. The way they’re defining what listings they’ll display isn’t just unclear—it’s a reminder that we need to take control of the narrative with our clients and within our own business. Know this: you’re not just agents—you’re professionals.
As your leader, I want you to know that I’ve got your back. I will make sure you understand what’s really happening, what it means for how we market our listings, and how to communicate that clearly to sellers.
Darryl Davis is an award-winning international speaker, real estate and business coach, and best-selling author of three books, all published by McGraw Hill Publishers.
For more than 35 years, Darryl has spoken to and trained more than 600,000 sales professionals around the globe to more than double their production year after year. His book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for one of the most sold books to real estate agents.
He was awarded the Certified Speaking Professional (CSP) designation by the National Speaker’s Association, which is given to less than 2% of all speakers worldwide.
Whether from a stage or Zooming into a virtual room, Darryl’s extraordinary humor, relatability, and natural gift for teaching real-world, results-producing skills and mindsets to audiences have made him a client favorite throughout his career.
Audiences will laugh, learn, and ultimately walk away better prepared for a changing world, with the tools, skills, and training they need to build their businesses with more ease and less stress and to design lives and careers worth smiling about.
Bring One of Darryl’s W.O.R.K. Topics to Your Organization!
By providing your agents with the knowledge and insights they need to stay ahead of the game, you can ensure that they are equipped to handle any situation that comes their way!