Exp Realty Adds Coming Soon Syndication To Realtor.com, Homes.com, Comehome.com

As the real estate industry leans into the pre-marketing of coming soon listings on national portals, eXp Realty has decided not to put all of its eggs in one real estate portal basket. On Wednesday, the nation’s largest brokerage by transaction side count, announced that its agents will soon be able to syndicate, on a non-exclusive basis, coming soon listings to Realtor.com, Homes.com and ComeHome.com, which is HouseCanary’s real estate portal that has partnered with Google to showcase listings in Google search results in select markets. 

Their decision comes hot on the heels of five brokerage firms, REMAX, HomeServices, Side, Keller Williams and United Real Estate, joining Zillow’s new service.

The listings will be distributed to these sites through Zenlist, an integrated third-party listing platform, and agents will only be able to syndicate the coming soon listings with the seller’s permission. Additionally, the firm said the time frame a listing may be in the coming soon status is subject to local MLS rules and guidelines. The listings will include property details and photos and syndication will begin on April 15. 

According to eXp, this move will put its coming soon inventory in front of over 170 million monthly viewers. 

Decision reflects long-standing belief in transparency

The firm said the decision reflects its “long-standing belief that transparency and broad consumer access to housing inventory serve the best interests of buyers and sellers alike.” By syndicating coming soon listings to these portals, eXp believes it will expand listing visibility for buyers, providing them with a greater opportunity to discover properties across multiple platforms and not just one website.

eXp noted that the syndication agreements are non-exclusive and that any portal may choose to receive eXp’s coming soon listings on equal terms, pending local MLS rules and the seller’s authorization. 

“Our philosophy is simple,” Leo Pareja, the CEO of eXp Realty, said in a statement. “If a home is being marketed to the public, consumers deserve the opportunity to see it. Our role as an industry is to create the most open and efficient marketplace possible for buyers and sellers. This is not about limiting where listings appear. It is about expanding visibility and giving sellers the widest possible audience while maintaining compliance with MLS rules and local regulations.”

Important step in support of MLSs

Damian Eales, the CEO of Realtor.com called the agreement with eXp an “important step forward in support of MLSs and our aligned mission to ensure a fair marketplace driven by MLS transparency. 

“Sellers want clicks, not cliques and eXp is delivering for them,” Eales wrote in an emailed statement. “We recognize a seller’s desire for price exploration before officially going to market, and a ‘Coming Soon’ status is the ideal solution for buyers, sellers and professionals. By displaying these listings on the open market, sellers can achieve true price discovery. It eliminates the need for restrictive private marketplaces and ensures equal access for all buyers, not a subset selected by the listing agent. Ultimately, a public ‘Coming Soon’ status drives more engagement and more bidders, often resulting in a higher final sale price. We thank eXp for their leadership and encourage all brokers to prioritize the interests of their clients by making ‘Coming Soon’ listings widely available through their MLS. If an MLS doesn’t support ‘Coming Soon’ status today, we encourage the MLS to create it.”

CoStar Group, which owns Homes.com, shared a similar sentiment stating that it feels pre-marketing delivers “clear advantages” for buyers, sellers and agents.

“Consumers want greater transparency into what’s coming to market, and agents want better ways to build interest before a listing officially launches,” Andy Florance, the founder and CEO of CoStar Group, said in a statement. “By giving buyers an early look while protecting seller choice, Homes.com is helping agents and sellers create stronger listing launches and better outcomes.”

This announcement from eXp comes after Compass, which now owns Anywhere and @properties Christie’s International Real Estate, announced an exclusive deal with Rocket Companies and Redfin to showcase its coming soon listings during its Q4 2025 earnings call and after Zillow announced the debut of Zillow Preview, which at the time of launch would exclusively showcase coming soon listings from Keller Williams, United Real Estate, Side, HomeServices of America and REMAX. Zillow said other brokerages and franchisors are able to sign up to be part of Zillow Preview.