BiggerPockets Daily Breaking Down Zillow's Dogfight With the Brokerage Industry
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Apr 17, 2025 Zillow has ignited a firestorm in real estate by announcing plans to blacklist homes marketed privately before they hit public search portals. This move targets the exclusive inventory trend that brokerages like Compass are using to gain an edge. The discussion dives into the intense power struggle between Zillow and Compass, illuminating its implications for buyers and sellers. Listeners will gain insight into how this battle affects the marketing landscape in an increasingly fragmented market.
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Compass's Private Listing Strategy
- Compass pioneered "exclusive inventory," listing homes privately first before public release.
- A 2-bedroom San Francisco condo exemplified this by being only on Compass's site, not Zillow or Redfin.
Zillow's Move Against Private Listings
- Zillow blacklists listings marketed privately before public MLS release to ensure fair consumer access.
- This threatens brokerages who control exclusive inventories and customer relationships via private listings.
Brokerage Control Benefits Sellers
- Brokerages control inventory to maintain customer relationships and negotiation leverage.
- Compass hides days on market and price drops to help sellers preserve leverage.