Brevard real estate experts Bobby and Nikki Freeman recently addressed Zillow’s controversial decision to reverse its stance on "Coming Soon" listings. Initially championed by Zillow in 2014 as a way to benefit sellers and agents, the platform is now actively working to eliminate the practice, particularly when listings are shared off their site. This shift has sparked debate among real estate professionals regarding Zillow’s motivations.
Zillow’s Shifting Stance on "Coming Soon" Listings
Zillow introduced the "Coming Soon" feature in 2014, promoting it as a valuable tool for pre-listing exposure. The company’s original press release highlighted how it could help agents and sellers gauge buyer interest, test pricing, and potentially reduce a home’s time on the market. They even stated that it gave buyers a "leg up" in competitive markets. However, Zillow has now reversed course, actively shutting down "Coming Soon" listings when they are shared outside of their platform.
The Contradiction: Control Versus Consumer Protection
Many in the real estate industry, including Bobby and Nikki Freeman, view Zillow’s reversal as a move to protect its market dominance rather than consumers. They argue that Zillow had no issue with pre-marketing when it occurred within its own ecosystem. However, once real estate agents began leveraging other tools and networks for early listing exposure, it seemingly became a threat to Zillow’s control.
Key Takeaways
- Zillow initially promoted "Coming Soon" listings as beneficial for sellers and agents.
- The company is now actively working to eliminate these listings, especially when shared off-platform.
- Real estate experts suggest this reversal is about Zillow maintaining control, not protecting consumers.
- Early listing exposure, when handled responsibly, can benefit sellers by attracting interest and testing pricing.
The Agent’s Perspective
Nikki McCoy Freeman of McCoy Freeman Compass expressed disappointment with what she calls a "double standard." She stated, "Zillow was all for ‘Coming Soon’ listings when it boosted their visibility… Now that agents are doing it independently, it’s suddenly controversial? We focus on our clients, not pleasing a platform." Bobby Freeman emphasized his commitment to sellers, stating he will continue to use effective marketing strategies regardless of Zillow’s policies. He concluded, "’Coming Soon’ isn’t the problem. Losing control of your listing strategy is."
This policy shift raises questions about the balance between platform control and the ability of real estate professionals to utilize all legitimate tools to serve their clients effectively.