K
eller Williams' largest franchise network, KW GO, has made a significant push into private listings, capturing around 3,000 "Private Collection" properties last year. The goal is to double that figure by 2026. KW GO, which boasts over 4,000 agents across three states, launched its private listing network just over a year ago.

    Founder and Principal Smokey Garrett cited seller choice and the desire for more market impact as motivations behind the move. As the debate over private listings intensifies, with some arguing they harm buyers, sellers, and agents, KW GO is among those aggressively pushing forward.

    Garrett believes that there's no one-size-fits-all approach to real estate, and that agents should take a personalized approach to meet each client's specific needs. For some sellers, this means going with Private Collection, while others may choose the open market or other options.

    The push toward private listings has been met with differing views on consumer benefit. Critics argue that marketing homes off the MLS doesn't help sellers and raises concerns about disclosure and potential litigation risks. However, proponents like Garrett believe it's a value proposition for agents and creates value for clients.

    KW GO's ability to privately market a home is seen as a growth opportunity for big brokerages. Without the Clear Cooperation Policy, some warn that larger brokerages would be incentivized to hoard their own listings, rewarding them at the expense of smaller firms. However, Compass CEO Robert Reffkin has dismissed this idea, stating his firm co-brokes with everyone.

    Garrett is optimistic about KW GO's future in private listings, aiming for $2 billion in inventory next year and more if market demand dictates.