"Major portals like Zillow, Realtor.com, and Homes.com have struck deals to display 'Coming Soon' listings that were previously restricted to private or internal brokerage networks, significantly expanding their reach and visibility."
"Organizations like the Council of Multiple Listing Services (CMLS) have warned that aggressive pre-marketing could fragment the housing market and create 'reverse steering,' where seller choice is prioritized over broad market cooperation."
"When properties are marketed privately before hitting the MLS, it can be difficult for buyers to understand the true 'market value' because not all comparable sales are publicly visible, leading to potential misinformation."
"To address these issues, some MLSs are implementing rules that cap 'Coming Soon' visibility or require syndication to foster greater transparency for both professionals and consumers, aiming to level the playing field."
The surge in 'Coming Soon' listings, fueled by new syndication deals among real estate portals and brokerages, has ignited debates on market transparency. Major platforms like Zillow and Realtor.com now display these listings, previously limited to private networks. Critics, including the Council of Multiple Listing Services, warn that this trend may fragment the housing market and prioritize seller choice over cooperation. Additionally, varying pre-marketing strategies among brokerages raise questions about consumer benefits. Some MLSs are responding with rules to enhance transparency and limit 'Coming Soon' visibility.
Read at Boston Condos For Sale Ford Realty
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