Why Sellers Want More Pre-market Exposure, in 5 Stats

This year, states began enacting legislation that formalizes something most sellers and buyers already want: open, public access to home listings.

Washington state banned pocket listings nearly outright. Connecticut now requires homes to be marketed publicly the moment any marketing begins. And New York's legislature just passed its own set of rules. Illinois and Hawaii are close behind.

The momentum is also coming from sellers, who increasingly expect their homes to be seen early and widely. Recent Zillow surveys conducted by the Harris Poll found the majority want what broad listing exposure can bring: more interested buyers, a faster sale, and a higher final price. 

85% of sellers want an agent who can pre-market their listing to the broadest online audience.

The more sellers learn about practices like private networks and pocket listings, the more they're forming opinions. Most want an agent who can get their home seen by the broadest set of buyers.

82% of Americans think getting a home in front of as many people as possible helps sell faster.

The same research found most Americans also believe broad exposure reaches more buyers and drives more competition. In markets where inventory is climbing or price cuts are up, sellers will want to know their listing will get broad reach.

Homes kept off the MLS sold for about 1.3% less than comparable homes listed publicly.

A Zillow analysis from May 2026 found that sellers who listed off the MLS typically sold for about $4,230 less than comparable homes listed publicly — a 1.3% penalty that added up to a combined $1.36 billion over three years. That's a tough trade-off for the nearly six in 10 sellers who say maximizing their sale price is their top priority. The "test it privately first" pitch is everywhere — but these findings show the tactic often puts sellers at a disadvantage.

89% of Americans say real-time demand signals would be valuable before selling their home.

And 60% also say real-time, pre-market buyer data like views, saves, and tour requests would be useful. In markets or seasons where delisting is common, showing data points like these can help calm anxious sellers. They’re also a selling point for on-the-fence sellers.

91% of buyers say they should be able to see every listing for free, without barriers.

It’s not just the supply side. Buyers are also showing growing awareness of listing practices. Additional Zillow research from 2025 shows that buyers are in near-unanimous agreement that open access is essential.

As awareness solidifies, broad pre-market exposure is becoming the standard buyers and sellers expect. Wider exposure helps the vast majority of sellers, benefits their agents, and makes the whole market more transparent.

That's the standard Zillow Preview is built for. Instead of gating listings inside a private network, it brings your pre-market listings into the open — in front of the largest online real estate audience in the U.S. Explore Zillow Preview℠.