Zillow’s new listing policy isn’t just confusing—it’s a wake-up call for agents to reclaim control, protect their listings, and lead the industry forward.  

Let’s talk straight: Zillow’s latest listing policy isn’t just a change in rules. It’s a reminder of a much deeper issue in our industry—and it’s time we stop shrugging it off. 

Related reading: Newsweek – Zillow Will Stop Showing Some Home Listings Next Month: What to Know 

What Zillow Says… and What It Means 

Zillow recently outlined a list of “acceptable” listing types under their new Listing Access Standards—a set of guidelines that sound more like rule enforcement than internal policy. 

According to a post by Errol Samuelson, Zillow’s Chief Industry Development Officer, these types of listings won’t be excluded: 

• Private listings where the seller never intends to market the property online 

• Office exclusives kept within a brokerage 

• Coming Soon or pre-marketed properties entered into the MLS 

• Delayed marketing listings shared through the MLS 

• FSBOs 

• Rentals 

• New construction directly from builders 

Clear as day? Not exactly. 

Take that fourth bullet—“Delayed marketing listings entered into the MLS and shared with all participants.” Some are assuming this refers to NAR’s delayed syndication options, but Zillow doesn’t clarify. And vague language like this only adds to the confusion. 

Related reading: Why Zillow’s New Touring Agreement is Harmful for Agents 

The Bigger Question: When Did Zillow Start Making the Rules? 

Here’s what should really make agents pause:  Who exactly put Zillow in charge of what qualifies as a legitimate listing? 

Let’s not forget—Zillow built its empire by monetizing our listings. Then they purchased ShowingTime, Dotloop, Follow Up Boss, and other core tools of our trade. With every acquisition, they’ve moved closer to controlling the entire real estate pipeline—from the first showing to the final signature.  Now they’re drawing the line on what you can and can’t do with your own listing? 

That’s not collaboration. That’s control. 

Related reading: Zillow is Not Your Friend and Does NOT “Come in Peace” 

We Are Not the Middlemen—We Are the Professionals 

At some point, the relationship flipped. Zillow started acting like the boss, and agents became the product. And perhaps most troubling, many industry leaders have stayed quiet—or worse, supported the shift.  But imagine if a local newspaper told you they wouldn’t run your client’s ad because they didn’t like your marketing plan. You’d never tolerate it. So why are we letting Zillow make that call?  It’s time to course-correct. 

How Agents Can Reclaim Control 

This isn’t just about listings. It’s about leadership. If you’re tired of playing by someone else’s rules, here are five places to start: 

1. Reclaim Your Voice in the MLS. Get active in your MLS or board. Suggest changes that put power back in the hands of agents—like allowing contact info on the final photo of a listing. Small wins like this chip away at systems that keep Zillow at the top of the lead funnel. 

2. Stop Relying on Portals to Feed Your Pipeline. Develop your own business engines: 

• Hold VIP open houses for neighbors before going public 

• Build campaigns around birthdays, move anniversaries, and life events 

• Partner with local businesses for co-branded content 

• Maximize the power of your sphere and referral base 

3. Tell Clients the Truth—Respectfully. You don’t need to bash portals. Just tell the truth: “When I market your home, I want every serious buyer to talk to me. Zillow takes your listing and sells those leads—possibly to someone who’s never even seen your home.”  Most sellers won’t like that trade-off. 

4. Maximize the Tools You Already Have. Too many agents chase shiny objects while ignoring the tools their company already pays for. Log in. Explore. Ask your broker. You might already have access to powerful platforms for CRM, marketing, and follow-up—no extra fee required. 

5. Support Broker-First Platforms. Look for tech that’s built to serve you, not compete with you. Whether it’s a showing scheduler, transaction tool, or CRM, invest in systems that put agents first—not ones owned by your biggest competitor. 

It’s Not Just About a Policy—It’s About Who Holds the Pen 

The more we allow external platforms to define our rules, the harder it becomes to take our industry back. If you’re frustrated, you’re not alone. But the antidote to frustration isn’t just venting. It’s action. 

Now’s the moment to stop accepting and start leading—at your MLS, in your business, and in every client conversation. 

The future of real estate doesn’t belong to the loudest platform. It belongs to the professionals who refuse to give up their seat at the table. 

Let’s take it back—together. 

Related reading: Real Estate News – The latest on Zillow’s new listings rules as 2nd brokerage commits 

Learn more about the POWER AGENT® PROGRAM 

• Join Darryl’s Inner Circle Facebook Group. We are always posting fresh ideas, training tools, strategies, and templates, along with hosting important, timely discussions with real estate professionals across the globe who are committed to their Next Level® of success and life.  

• Subscribe to our newsletter. Click the button below to fill out a simple form and tap into new resources, free downloads, premium content, and exciting promotions. 

• Reach out and talk to us. Not sure if this coaching program and community are right for you? Click that blue chat button on the bottom right of the screen, or call us at the number in the header. We are here to help!

---

Get the latest real estate training tips delivered to your inbox!

Still not a member of the POWER AGENT® Program? Give us a try!  We offer budget-friendly coaching, training, and customizable marketing toolkit designed for real estate professionals. Our program has helped thousands of agents significantly boost their listings, fortify their business, establish enduring client relationships, enhance their authenticity and confidence, reduce stress, and shape fulfilling careers and lives.  

Check out the POWER AGENT® PROGRAM here!