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oldwell Banker Realty’s president‑CEO, Kamini Lane, reiterated that agents must act in the best interest of buyers and sellers, which for most homeowners means listing on the MLS. She added that a small fraction—under 1%—of properties may benefit from a private listing, such as a high‑profile seller who wishes to keep the sale confidential or a home with a unique feature that could be better marketed selectively.

    Lane explained that the brokerage’s Exclusive Look program, launched in 2020 alongside the National Association of Realtors’ Clear Cooperation Policy, is designed for those rare cases. In August, the firm broadened the program’s “Sneak Peak” feature, allowing any Anywhere‑affiliated agent to view a listing up to 24 hours before it appears on the MLS. This move expands the reach of Exclusive Look beyond Coldwell Banker agents to the larger Anywhere network, which includes roughly 200,000 agents compared with Coldwell Banker’s 55,000.

    The expansion was announced via an email to agents last month. Compass, a rival that champions private listings, criticized the change, claiming it contradicted Lane’s July op‑ed in Inman where she praised full MLS exposure. Lane countered that her position has always been consistent: the fiduciary duty of real estate professionals is to maximize value for the client, and for the vast majority of sellers, that means broad MLS exposure.

    She emphasized that each seller deserves a tailored conversation about marketing strategy. “The problem arises when people apply a blanket rule that every listing should be private for a period,” Lane said. “Every property requires a bespoke discussion with its agent.”

    Lane’s email highlighted the Exclusive Look program’s role in providing “the best tool” for those limited circumstances. By opening the Sneak Peak option to all Anywhere agents, Coldwell Banker can better serve sellers who need a more flexible approach while still maintaining the integrity of the MLS for most listings.

    The company has not disclosed how many properties are currently marketed under Exclusive Look. However, Lane stressed that the program’s purpose is to empower agents, not to replace MLS exposure.

    Anywhere CEO Ryan Schneider has said the company is prepared to shift more listings to private networks if the market demands it, but he also warned that a wholesale move to private listings would be short‑sighted. Lane echoed concerns from consumer advocates that an all‑in private‑listing strategy could fragment the market, forcing buyers to search multiple brokerages for a complete inventory. “That would be a really bad consumer experience,” she said.

    Lane declined to comment on Schneider’s remarks but reaffirmed Coldwell Banker’s commitment to transparency and consumer advocacy. “We advocate for the consumer and transparency, and posting on the MLS is the world we live in now,” she concluded.