R
obert Reffkin, CEO of Compass, is calling on all agents to explore the brokerage's Coming Soon listings. This move comes after Zillow criticized Compass' push for private listings as a "double-dip" on commissions. In response, Reffkin emphasized that Compass co-brokes with everyone and would do more if not for NAR and MLS mandates related to the Clear Cooperation Policy.

    Reffkin has been leading the charge to repeal the rule, arguing that homeowners should have control over how their homes are marketed and information is shared. Critics disagree, citing concerns about private listings being bad for consumers and the industry, as well as potential legal risks.

    Compass has implemented a "3-phased marketing strategy" encouraging agents to pitch sellers on its Private Exclusives channel before listing on the open market. The company also launched Compass One, a client portal that highlights Private Exclusives and Coming Soon listings. Early data suggests pre-marketed listings sold faster and for more money.

    Reffkin has been selling off stock, with over five million shares sold in January and February, generating around $38 million. A spokesperson attributed this to a "routine, pre-planned action" tied to a trading plan adopted in May 2024, following standard practice among public company CEOs.