Zillow Preview Expands As More Brokerages Seek Pre-market Exposure

Nearly 60 brokerages and franchisors have now joined Zillow Preview, giving agents and sellers a way to publicly market pre‑MLS listings on Zillow and Trulia. Zillow announced Friday that 28 additional firms have signed on to offer Zillow Preview to their agents, signaling growing broker adoption of pre-marketing coming soon listings.

The latest participants include The Keyes Family of Companies, 8z Real Estate, Russell Real Estate Services, Seven Gables Real Estate, NorthGroup Real Estate, Homes of Idaho, DeLex Realty, Home Grown Group Realty, JohnHart Real Estate, Nest Realty, Realty Masters, Beverly & Company, Newport & Company, W Real Estate, Thrive Real Estate Group, KOMAR, Bella Realty Group, ICON Realty Experts, Queenston Realty, Libertas Real Estate, The Advantage Group, ROI Real Estate, Lamica Realty, Intege Realty, Arizona Proper Real Estate, Grace Hagerty Real Estate Inc, Real Estate Fixed and iad Real Estate.

These firms join over two dozen other brokerages and franchisors, including Side, United Real Estate, REMAX, HomeServices of America, Keller Williams and SERHANT., whose coming soon listings are already live on Zillow Preview.

Under the Zillow Preview program, listings can appear publicly on Zillow and Trulia before going active in the MLS, with visibility to any consumer with a phone or computer. The company has said that listing agents and sellers can use the pre‑market period to test pricing, gauge interest and build a pipeline of showings before the official go‑live date. Buyers can discover, save and share upcoming listings, connect directly with the listing agent or schedule tours with an agent of their choice.

“Pre-market listings belong in the daylight — giving sellers the broadest possible exposure and giving all buyers access without the requirement to get past a registration wall or work with one particular brokerage,” Errol Samuelson, chief industry development officer at Zillow, said in a statement. “Our research is clear: the best outcomes for sellers come from the broadest competition among buyers.”

Unlike many private networks, Zillow Preview does not require consumers to work with a specific brokerage to see or inquire about a home. Zillow says buyers are never locked into any one firm to access the inventory, a key distinction as regulators and plaintiffs in ongoing commission litigation have questioned practices that may limit consumer choice.

“For 100 years, The Keyes Company has thrived by asking one question: What do consumers need right now, and how do we deliver it?” Mike Pappas, the CEO of The Keyes Family of Companies, said in a statement. “Zillow Preview gives sellers and their agents a new choice: the ability to start marketing early while still reaching the broadest possible audience.”

Other brokerage leaders share a similar view, with Ryan Carter, the president and CEO of 8z Real Estate, stating that he and his firm appreciate that Zillow Preview aligns with their beleif that “buyers and sellers are best served by an open, transparent market.”

“By making pre-market listings publicly visible to everyone, not just a select network, we are giving our sellers the broad exposure they deserve and giving buyers access to more homes,” Carter said in a statement.

According to the company, Zillow Preview is designed to operate within local MLS rules while giving brokerages more flexibility in how they time and stage the marketing of listings. Participation is at the brokerage level; individual agents can then choose, with their sellers, whether to use it as part of their listing strategy.

Zillow first announced Zillow Preview in mid-March, just weeks 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.

In late March, eXp Realty announced non-exclusive pre-marketing deals with 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, to syndicate its coming soon listings.

This article was written by Brooklee Han and generated with the assistance of HousingWire Automation. It was reviewed by a HousingWire editor before publication. The system helps convert company announcements and industry data into HousingWire-style news coverage.