Z
illow is cracking down on a sneaky real estate tactic. The company has introduced a new policy that prohibits listings from appearing on its platform if they're initially only shared with a select group of potential buyers.

    This move targets the practice of "Coming Soon" listings, where properties are marketed to a limited audience before being made widely available on sites like Zillow or Redfin. Compass, the largest US real estate brokerage by sales volume, has been accused of using this strategy to gain an edge in the market.

    Under Zillow's new rules, listings must be submitted to a local Multiple Listing Service (MLS) and published on the platform within 24 hours of being initially marketed. This means that if a property is listed on a brokerage's website or social media before being made available on Zillow, it won't appear on the site unless it meets this new standard.

    Zillow argues that selectively sharing listings hurts consumers and creates confusion in the market. The company claims that agents and brokerages are engaging in a "bait-and-switch" tactic, where they lure buyers with exclusive access to a property only to later make it widely available. This practice can lead to frustrated buyers who feel misled.

    By requiring listings to be made publicly available within a day of being initially marketed, Zillow aims to promote transparency and fairness in the real estate market. The company's statement emphasizes that "a listing marketed to any buyer should be marketed to every buyer."