"When NAR adopted the Multiple Listing Options for Sellers (MLOS) policy it opened the door for some of these marketing strategies that have been done since the beginning of time. [Now,] technology allows us to do at a grander scale. I think the key difference here is that historically, preview listings were available only to MLS members. Once they become available on the public portals, that changes the conversation and everybody now has to ask the question: Does this make sense for the seller I am representing today?"
"Compass International Holdings CEO and chairman, Robert Reffkin called his firm's partnership a win for seller choice as it provides homeowners the flexibility for how they introduce their homes to the market and does not subject homeowners to any negative insights for listings."
Following Compass International's partnership announcement emphasizing seller choice in pre-marketing strategies, the real estate industry has responded with multiple competing platforms. Howard Hanna launched HannaList, Zillow debuted Zillow Preview with major brokerage partners, and eXp Realty established syndication deals across multiple portals. These developments reflect how NAR's Multiple Listing Options for Sellers policy enables technology-driven marketing at scale. Industry leaders recognize that pre-marketing, historically limited to MLS members, now extends to public portals, requiring brokerages to empower agents with tools to determine whether coming soon listings align with their sellers' marketing strategies.
#pre-marketing-platforms #real-estate-technology #seller-choice-and-flexibility #mls-and-portal-competition #coming-soon-listings
Read at www.housingwire.com
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