R
EAL ESTATE MARKET WATCH

    Above video: Bobby and Niki Freeman discuss how Zillow's "Coming Soon" feature was initially promoted as a benefit to agents and consumers, but is now being eliminated.

    BREVARD COUNTY • FLORIDA — Zillow has reversed its stance on pre-listing exposure, once touted as a significant advantage for both agents and buyers. The company introduced the concept in 2014, stating it would help gauge buyer interest and test list prices against market conditions.

    However, when real estate agents began using alternative tools to offer pre-market exposure, Zillow suddenly deemed it a threat. This move raises questions about control and consumer protection.

    The reality is that early listing exposure can be a valuable tool for sellers, helping them attract qualified buyers, test pricing strategies, and reduce market time. Agents should focus on delivering smart strategy and strong results, using every legitimate method to position properties for success.

    "It's disappointing to see this double standard," said Niki McCoy Freeman of McCoy Freeman Compass. "Zillow was all for 'Coming Soon' listings when it boosted their visibility, but now that agents are doing it independently, it's suddenly controversial?"

    This policy shift doesn't protect buyers; it protects Zillow's dominance. Bobby Freeman emphasizes the importance of sellers having control over their listing strategy and will continue to use smart, strategic options to market homes effectively.

    "Coming Soon isn't the problem – losing control of your listing strategy is," said Freeman. "Stay tuned for Part 2, where we explore how sellers can still leverage powerful pre-market tools."