There’s a major shift happening in the real estate world—and it centers around how homes are listed, marketed, and shown online. At the heart of the conversation is Zillow’s announcement that, starting soon, it will no longer display certain homes on its platform. This change is tied to the Clear Cooperation Policy, a long-standing and sometimes controversial rule in the industry.

Let’s break down what this means, why it’s happening, and how it could impact home sellers, especially those navigating the process in the Washington, DC area.

What Is the Clear Cooperation Policy?

The Clear Cooperation Policy was introduced by the National Association of Realtors (NAR) to ensure fair and equal access to listings. It requires that if a home is publicly marketed—whether via a yard sign, social media post, email blast, or even a whisper at a cocktail party—it must be entered into the Multiple Listing Service (MLS) within one business day. The idea is that all buyers should have equal access to all available homes.

The good news in the DC Metro area, is that our local MLS has recently relaxed the rules on Clear Cooperation, allowing sellers and brokerages the flexibility to decide how to market their homes without being penalized by steep fines from the MLS.

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Why Some Say the Policy Limits Seller Choice

While the Clear Cooperation Policy intends to create a level playing field, some in the industry argue that it can restrict seller options and, often, do more harm than good. By requiring listings to be entered into the MLS so quickly after any form of marketing, sellers may lose the ability to control the rollout of their property in a way that suits their unique needs. Essentially, it does not allow sellers and brokers to craft a strategy that is best for that sellers particular needs.

For example, high-profile or security minded clients seeking privacy, families navigating personal transitions, those looking to line up a buyer while they find a property of choice, or sellers preparing a home for the market (and many other instances) may benefit from a slower, more strategic launch. Critics say that the policy prioritizes platform over people and can limit creative, client-focused approaches that ultimately serve sellers better.

Zillow has taken a strong stance doubling down on this policy and recently announced that it will no longer display any property on its site if that home has been marketed—even internally—more than 24 hours before appearing on the MLS.

Do you have more questions about selling your home? Here are a few more posts you might find interesting:

• Your Home’s First Weekend on the Market
• What Happens if Your Home Doesn’t Sell?
• Are Open Houses Necessary for Selling Your House?

What’s Changing for Zillow Listings?

Zillow’s move is intended to enforce the spirit of Clear Cooperation and discourage private or pre-market listings that are promoted outside the MLS. But here’s where it gets complicated—especially in markets like ours.

In the Washington, DC area, our local MLS (Bright MLS) recently relaxed its interpretation of the policy. Now, sellers and agents are allowed to market properties privately if they believe it’s in the seller’s best interest, without being required to enter the listing into the full MLS right away.

This shift gives sellers and their agents more flexibility and control. But it also introduces a big decision: If you choose to market your home privately, it likely won’t show up on Zillow.

Why Would a Seller Choose Private Marketing?

While listing on the MLS and having your home appear on every major website can certainly drive traffic, it’s not always the right move for every seller. There are many legitimate reasons why a homeowner might prefer a more strategic and targeted marketing approach:

• Privacy – Sellers going through a divorce, probate, or other personal transitions may not want their property broadcast widely.
• Testing the Market – Some homeowners want to quietly gauge interest or price without making a formal public debut.
• Home Not Ready – A seller may want to generate buzz while still completing improvements or staging.
• Exclusivity – Private offerings can sometimes create demand or attract premium buyers.
• Control Over Timing – Sellers can choose exactly how and when to go public—if at all.
• Control Over Data Displayed – Sellers can opt out of sites like Zillow that show information that could be harmful to sellers.

In these cases, being able to privately market a listing gives the seller a greater sense of control. The most important thing?

Letting the seller make the decision that’s right for them. It’s about people over platform.

What Role Does Zillow Play in All of This?

To understand why Zillow is pushing so hard on this policy, it helps to know how the company makes money. Zillow doesn’t list homes itself—instead, it gets listing data from the MLS, then makes that data visible to the public. From there, it generates revenue through its Premier Agent program, which allows real estate agents to pay for leads that come from those listings.

That’s why, when you request a showing on Zillow, you’re often connected with an agent who paid for that lead—not the actual listing agent.

Additionally, Zillow displays data that may not always work in a seller’s favor, such as:

• Days on market
• “Zestimates” or suggested offer prices
• Environmental risk data
• Price history and reductions

These features can shape a buyer’s perception—sometimes prematurely or inaccurately—which is another reason some sellers prefer to keep their listings off Zillow, at least initially.

Compass Three-Phase Marketing Strategy: How Compass Offers Flexibility While Staying Compliant

We understand the importance of giving sellers flexibility while also working within the boundaries of industry regulations. Our platform offers several ways to privately market a property without triggering Zillow’s exclusion rules.

We can list a property within the Compass only Private Exclusive platform, which does not trigger the rules. While a house is listed in Private Exclusive, we can (and do) still market the property to agents outside of the Compass network, it just is not visible on the internet, so it stays compliant.

You can learn more about Compass Private Exclusive with these posts next:

• All About Compass Private Exclusives
• Ways to Sell Your Home Using Compass Private Exclusive
• The Advantages of Compass Private Exclusives
• Compass Private Exclusive Vs. Make Me Sell

Through our internal network at both Compass and The Goodhart Group, we can quietly promote your home to thousands of qualified buyers and agents across the Compass ecosystem—all before it hits the MLS.

These strategies are designed to build early momentum, maintain privacy, and allow sellers to test the waters, all while staying compliant with both local MLS rules and Zillow’s updated policies. This is the first phase of our 3 phase marketing program.

The second phase is listing homes on Compass.com, which is on the open internet. This may trigger the Zillow rule, but it also means anyone searching for a home (buyers or agents) can find it even if you aren’t ready to go on the MLS. As with Private Exclusive, going on Compass.com is completely optional.

The third phase of our strategy is MLS. By utilizing phases 1 and/or 2, by the time your home is properly prepared for the market, our marketing is well underway and the price as been tested, so our sellers can go to the MLS with confidence.

All three of the phases are completely optional for sellers and which phases we utilize depends on the sellers goals. For sellers who want control and creativity in their home launch strategy, Compass provides the tools and reach to do just that.

What Should Sellers Do?

This is not a one-size-fits-all situation. There are advantages and disadvantages to both strategies—public and private. The best thing a seller can do is consult with an experienced real estate agent who understands the local landscape, the tools available, and how to design a marketing strategy that’s right for you and your particular home.

The Bottom Line?

Zillow may no longer show every home—but that doesn’t mean you won’t have options. In fact, it just means the strategy behind how your home is marketed matters more than ever.

If you’re considering selling your home soon, this change highlights the importance of working with someone who can guide you through both the big-picture decisions and the behind-the-scenes rules. Whether that means listing publicly to reach the widest possible audience or pursuing a more curated approach, you should feel confident that the strategy aligns with your goals, not just with a platform’s algorithm.

Do have questions? Fill out the info below, call us at 703-362-3221, or email us at allison@thegoodhartgroup.com / sue@thegoodhartgroup.com to get in touch with us, we’re always happy help!

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