What’s Going on with Zillow?

Zillow’s New Listing Rule: What It Means for Homebuyers and Sellers

You may or may not have seen Zillow in the news lately.  Either way, I would like to tell you about “What’s Going on with Zillow?”  In a move that’s shaking up the real estate world, Zillow has introduced a new policy that could change how—and where—you see home listings. As of May 2025, Zillow will no longer display certain properties unless they meet a specific requirement: any home that is publicly marketed must be listed on a Multiple Listing Service (MLS) within one business day.

Why the Change?  This update aligns with the National Association of Realtors’ “Clear Cooperation Policy,” which aims to prevent exclusive or “pocket” listings—homes marketed privately to select buyers before being made widely available. Zillow’s stance is clear: if a listing is made public in any way (think yard signs, social media posts, or brokerage websites), it should be accessible to every buyer, not just a privileged few.

What’s at Stake?

For sellers and agents, this means that delaying MLS submission could result in the listing being excluded from Zillow and Trulia entirely—even if it’s added later. That’s a big deal, considering Zillow’s massive reach in the home-shopping space.

Zillow argues that this policy promotes fairness and transparency. According to their research, sellers who bypassed the MLS lost nearly $5,000 on average compared to those who listed publicly, amounting to over $1 billion in lost value nationwide in just two years.

Local Rules: Emerald Coast Association of Realtors (ECAR)

If you’re buying or selling along Florida’s Emerald Coast, there’s another layer to consider. According to the Emerald Coast Association of Realtors MLS Rules, agents must submit a new listing to the MLS within two business days of obtaining a signed listing agreement.

Additionally, ECAR offers a “Coming Soon” status that allows listings to be entered into the MLS for up to 30 days before going active. This gives agents time to help sellers stage their home, get photos taken and prepare marketing materials. However, there’s a catch: only ECAR members can view these Coming Soon listings—they are not visible on public platforms like Zillow, Trulia, or Realtor.com.

A Word of Caution for Buyers

While Zillow and Trulia are popular tools, they may no longer show the full picture. With the new rule in place, some homes that are technically for sale may not appear on these platforms at all—especially if they’re in Coming Soon status or if public marketing began before MLS entry. That means buyers relying solely on Zillow or Trulia could miss out on great opportunities.

Where to Find a Complete Picture

To ensure you’re seeing everything that’s available:

• Work with a local Realtor: They have direct access to the MLS and can view Coming Soon listings and other properties not shown on public sites.  This would be my top recommendation. 🙂
• Use MLS-powered platforms like MLS.com or brokerage websites that pull directly from the MLS.
• Explore Homes.com: With robust search tools, neighborhood insights, and direct connections to listing agents, Homes.com is a powerful alternative for serious buyers.  This is my personal favorite.  This site is striving to provide you with an abundance of information of neighborhoods.  I also like that where you ask to connect with an agent, they actually connect you to the listing agent.
• Check regional portals such as HomeFinder, which aggregate listings from multiple sources.

What This Means for You

• Buyers: Don’t rely on just one site. Partner with a local agent and use MLS-connected tools to get the full view.
• Sellers: If you want your home to appear on Zillow, make sure your agent lists it on the MLS promptly—and avoid public marketing until it’s active.

Need help navigating the new rules or crafting a listing strategy that works? I’m here to help you make sense of it all.  Contact me for some frank advice.