📄 Background: What Changed

In 2025, Zillow introduced a new policy requiring that any home publicly marketed — whether on a brokerage site, social media, or otherwise — must be posted to Zillow within one business day. If not, Zillow and its affiliated platforms (according to the policy) will exclude those homes from appearing on Zillow.

This policy significantly affects what are often called “private,” “coming soon,” or “broker-exclusive” listings — homes that brokerages sometimes prefer to soft-launch on their own platforms or networks before putting them broadly on the Multiple Listing Service (MLS) or aggregator sites.

For some brokerages, this phased approach to marketing has been a deliberate strategy. Enter Compass.

⚖️ Why Compass Filed Suit

Compass argues that Zillow’s new listing-access standards — dubbed by Compass the “Zillow ban” — amount to an antitrust violation and anti-competitive conduct.

Their claims:

• Zillow is using its dominant position in the online real estate search market to stifle competition.

• By effectively forcing all listings onto Zillow (or risk being blocked), Zillow limits brokers’ marketing strategies, reduces homeowner choice, and exerts monopoly-like control over how homes are marketed and exposed to buyers.

• Compass says this isn’t about fairness or transparency — it’s about control: “No one company should have the power to ban agents or listings simply because they don’t follow that company’s business model.”

Compass is asking the court to block Zillow from enforcing the policy and to restore the ability for “private,” “coming soon,” or broker-exclusive listings to appear on Zillow (if the broker chooses), without penalty or exclusion.

🧩 Zillow’s Position

Zillow counters that its policy is about ensuring transparency and equal access:

• They argue that when a home is publicly marketed, it should be accessible to all potential buyers across all platforms — not limited to certain buyer pools or gated “exclusive” channels.

• From Zillow’s perspective, excluding such listings helps prevent market fragmentation, increases visibility of homes to as many buyers as possible, and aligns with its mission to democratize housing information.

• Zillow insists the lawsuit is unfounded and commits to defending the policy to preserve what it describes as a fair and competitive housing marketplace.

🔎 What’s At Stake — Why It Matters

• For Sellers & Buyers: The outcome could shift how listings are marketed nationwide. If Zillow’s policy stands, sellers and agents may lose flexibility in marketing strategies like “coming soon” or private listings. Buyers might see more listings consolidated on Zillow — but also risk losing access to off-MLS opportunities previously available through brokers.

• For Brokerages/Agents: Brokerages may lose creative marketing strategies that serve certain clients (luxury, off-market, or “quiet” sales). For agents who relied on private-launch strategies to test buyer interest or protect confidentiality, the policy may curtail their toolkit.

• For the Industry at Large: This lawsuit could shape whether real estate remains open to various listing strategies or becomes more homogenized under large platforms. It raises broader questions about competition, innovation, and the role of gatekeepers in housing access.

✅ What You Should Know Right Now

• The case is active: Compass has filed for a preliminary injunction to block enforcement of the “Zillow ban,” while Zillow is vigorously defending its policy.

• The dispute isn’t just between two large companies — it impacts everyday sellers, buyers, and real estate agents across the country.

• If you are considering selling or buying soon, this tension might affect when and how your home gets listed — or whether certain off-market strategies remain viable.

💡 Our Take: Transparency + Choice Should Lead the Market

We believe that choice, flexibility, and transparency are fundamental. For some sellers, a “coming soon” period or broker-exclusive listing offers privacy, flexibility, or a softer launch before going public — and that should remain an option. For buyers, access to all inventory — both on- and off-market — is essential to making informed decisions.

While we value broad visibility for homes, we also believe in giving homeowners and agents the ability to tailor marketing strategies to their unique needs — not forcing everyone into one model.

We’ll continue to follow this lawsuit closely. If you have questions about how this might affect your buying or selling plans, we’re always here to explain what’s happening and help you make the right decision.