Zillow’s Listing Access Standards: What Agents Need to Know

At Zillow, we believe everyone deserves fair access to real estate information. That’s why we introduced our listing access standards in April 2025, designed to protect transparency and foster a competitive market for buyers, sellers and agents–and we want to share how you can keep all your listings in front of the largest audience of buyers online.

Zillow's listing access standards

Our standards are guided by one simple, powerful principle: If a listing is marketed to some buyers, it should be marketed to all buyers. Publicly marketed listings should be entered in the MLS within one business day and available to be published on Zillow as well as other sites that receive MLS feeds so it is viewable to all buyers and participants in the market. Listings that don’t align with these standards won’t be published on Zillow or Trulia for the life of the listing agreement or any subsequent listing agreement between that broker and seller.

These listing access standards are how we’re implementing NAR’s Clear Cooperation Policy on Zillow sites and reflect our belief in fair access for all. The standards apply to listings regardless of any applicable MLS rule. They apply to all listings subject to an exclusive for-sale listing agreement between a broker and a seller and therefore do not apply to builder inventory represented directly by the builder, rental listings or for sale by owner listings.

• For agents: These standards allow agents to best serve their clients, where everyone has fair access to listings. A transparent market supports you in providing the best possible service: Your sellers expect maximum exposure for their listing and the best way to deliver that for them is by broadly marketing the listing. Your buyers expect to see all available listings. 
• For sellers: By ensuring listings are widely marketed, sellers benefit from maximum exposure, which research shows typically leads to higher sale prices and a quicker sale. This has a greater impact on communities of color:  Home sellers in communities of color lose $6,000 more on average when selling off the MLS. Aligning with Zillow’s standards helps sellers trust that their property is being marketed fairly and reaches the broadest possible audience.
• For buyers: Buyers gain confidence knowing they have access to all available listings, reducing frustration and increasing trust in the marketplace. This transparency helps buyers make more informed decisions and feel more secure in their homebuying journey. Additionally, limiting who can - and can’t see - a listing presents fair housing risks.

We recognize a small number of sellers prioritize privacy over maximizing price or getting a fast sale, however for most sellers, broad exposure creates the best outcome — a faster sale for more money. Zillow’s listing access standards are focused on listings that aren't truly private — like listings that may be publicly advertised on a brokerage's website but not entered into the MLS for a period of time. We believe listings marketed to some buyers should be available to all buyers and their agents.

What's allowed under the listing access standards

• True office exclusives are permitted when:
  • Homeowner signs a disclosure directing the agent not to place the listing in the MLS;
  • The listing is shared only within the listing brokerage and through 1:1 communication between agents and their individual clients; and
  • The listing is not marketed publicly in any way, including through a brokerage website, advertisements, or a private listing network that is promoted to consumers.
• Coming soon listings entered into the MLS within one business day and made available to all MLS participants via IDX or VOW.
• Posting a sneak peek of a listing on social media or in an email newsletter to buyers as long as it doesn’t include details that could approximate a listing, like price and address, and doesn’t include a call to action - like an invitation to tour the home or a callout to receive the link to the listing via a direct message.
• Listings placed in MLS where the seller opts out of all internet display so the home is shared with MLS participants but not published anywhere online.

What's not allowed under the listing access standards

Listings that are publicly marketed but not entered into the MLS and available via IDX or VOW within one business day of being publicly marketed.

What does Zillow consider to be public marketing?

In plain terms, a listing is “publicly marketed” any time it’s promoted in a way that reaches consumers outside of a simple, 1:1 communication between an agent and their existing client. Below are typical examples (this is not an exhaustive list—see the full Zillow Listing Access Standards for details):

• Sharing beyond your own clients. Sending listing information to buyers who are not already your clients. 
• Brokerage websites or apps. Posting listings, or even advertising the existence of additional listings, on a brokerage’s public site without also placing the property in the MLS for distribution to IDX or VOW.
  • Examples:
    • A brokerage website shows “more listings match your search” or a similar call-to-action around off-MLS inventory.
    • An ad or landing page promotes “private listings” that are only available if the buyer works with that brokerage.
    • Any upsell, call-to-action, or gated login that signals to the public that there is off-MLS inventory that only some buyers can access.
• Traditional public marketing. Yard signs, flyers, open houses, virtual tours or displaying a listing on a public website.
• Multi-brokerage private listing networks. Marketing or sharing listings through any network that involves multiple brokerages.
• Social media posts. Sharing details of a listing in a way that invites selective access.
  • Examples:
    • A post about 123 Main Street with a link to a brokerage site with the listing details gated behind a customer log-in.
    • A post showing the address and price (“123 Main Street, $500,000”) with a call-to-action like “DM me for details.”

More about Zillow's Listing Access Standards

• Zillow Listing Access Standards publication: Full Listing Access Standards are linked within Zillow’s Terms of Use.
• Broad reach across local markets:  Zillow’s Listing Access Standards apply to as many local markets as possible across the U.S. 
• Listing violation notifications: Each non-compliant listing is logged as a single violation and the listing agent will be notified directly on each violation.
• Blocking of violating listings: An agent’s third non-compliant listing – and any subsequent non-compliant listings – will be blocked from Zillow and Trulia for the life of the listing agreement or any subsequent listing agreement between that broker and seller. Listings that meet the standards will remain visible and will be on Zillow and Trulia, regardless of an agent’s past violations.

If you have a concern about a listing you believe doesn't align with our standards, let us know here.

FAQs

My listing is in the MLS — why isn't it showing on Zillow?

It may be in the MLS, but it is not included in a compliant feed. It must be in IDX, VOW, or shared via a direct broker feed (if the MLS does not allow it to be included in IDX or VOW) to qualify for publication on Zillow.

My MLS allows a delayed marketing period. Do Zillow’s standards still apply?

Yes.  Zillow’s standards apply regardless of individual MLS policies or guidelines.   Even if a MLS adopts a delayed distribution period, Zillow’s standards require that once a listing is publicly marketed it must be entered into the MLS and available via IDX or VOW within one business day.

My MLS has its own private listing network. Do Zillow’s standards still apply?

Zillow’s standards apply, regardless of individual MLS policies or guidelines. If the listing is only in an MLS’s private listing network, the seller opts out of all internet display, and the listing is not publicly marketed in any way other than sharing with other agents through the MLS’s Private Listing Network, it complies with Zillow’s standards.  Otherwise, the Private Listing Network listing must be available through an IDX or VOW feed to comply with Zillow’s standards.

What if a seller wants to keep their listing or address offline?
Homeowners have many options if they want privacy in the way they sell their home.

• Homeowners can choose to have their home posted on the MLS and opt-out of internet display so the home is still shared with MLS participants, but not displayed anywhere on the internet. 
• Homeowners can hide their address and still publish a home for sale in the MLS and across other sites that receive MLS feeds.

If a homeowner decides they want to keep their listing completely private, they should be fully informed of the tradeoffs and agree in writing, consistent with NAR’s revised rules. A completely private listing is permitted under our standards only if all of the following conditions are met:

• The seller gives written instructions directing their agent not to disseminate the listing in the MLS or online.
• The listing is shared only between agents within the same brokerage and shared 1:1 with their individual clients.
• Neither the listing itself nor its existence is marketed publicly in any way.
• The seller signs a waiver or opt-out form that includes information about the decision as well as the potential drawbacks of keeping the home off of the MLS or widely online. The form will clearly direct the agent not to publicly market the home.

How are the standards being implemented?

Our goal is for all agents to follow the Zillow Listing Access Standards so each of their listings can be shown on Zillow and Trulia. If an agent violates the listing access standards, we will block on a listing level, but track compliance at the agent level. Here’s what that means – If an agent posts two listings that do not comply with our listing access standards, the third non-compliant listing—and any subsequent non-compliant listings—will be blocked from appearing on Zillow and Trulia for the life of the listing agreement between that specific listing broker and seller. Listings that do comply with the standards will be on Zillow and Trulia, regardless of an agent’s past violations.

Can a broker feed be sent instead of MLS participation?

We will accept the independent brokerage feed in the event the MLS doesn't send an IDX or VOW feed with all coming soon/delayed marketing or active listings. It cannot be used at the broker's discretion to supersede the MLS.

What is the definition of "one business day"?

Business days are Monday through Friday, excluding Saturdays, Sundays, and any federal holidays.

Can a blocked listing ever be published to Zillow? 

Listings that don’t meet these standards won’t be published on Zillow or Trulia for the life of the listing agreement between that listing broker and seller. The address itself isn’t blocked, only the active listing for the duration of the listing agreement between that listing brokerage and seller. 

Will you remove a listing that is already on Zillow that you find violated the standards?

No, listings that are currently active will not be taken down from Zillow or Trulia.   

How many warnings will agents get? 

• Agents receive two notifications before their listing is blocked. Each notification corresponds to a non-compliant listing. The third notification results in the non-compliant listing being blocked.
• Any subsequent non-compliant listings – will be blocked from Zillow and Trulia for the life of the listing agreement or any subsequent listing agreement between that broker and seller without a notification.

How are you notifying agents? 

Zillow announced the Listing Access Standards in April, and has communicated directly with agents through emails, blog posts, and other materials. For listings that do not qualify for publication on Zillow, agents receive individual notifications via email.

Why are you launching in large markets first? 

It’s commonplace to roll out new products and services in a phased approach to ensure quality and experience. Similarly, we are rolling out our standards via a phased approach across local markets on a nationwide basis.

If I post a listing on social media, and if it’s not in the MLS within 1 business day, it will be blocked from ever appearing on Zillow? 

• If a social media post includes the following, it is considered public marketing - and would not be in compliance with our standards:
  • Call to action around selective marketing of the listing. 
    • Example: A social media post of 123 Main Street with a link to visit the brokerage site, which is gated behind a customer log-in.
    • Example: Agent posts a photo of an image of 123 Main Street and asks clients to comment with the neighborhood name to get a link to the private listing.
  • Listing details which could approximate a listing with an accompanying call to action.
    • Example: A social media post of 123 Main Street for $500,0000 with a call to direct message the agent to tour the home.  
• Alternatively, if a social media post about an upcoming listing does not include the call to action or listing details, it is compliant with our standards.
  • Example: A social media post including an image of a home giving an agent’s followers a sneak peek before it goes live on the MLS. 

Do the standards impact New Construction listings? 

No. Builder inventory is not impacted under these new listing standards unless the property is listed with an agent under an exclusive listing agreement which is already required to be in the MLS under the existing Clear Cooperation Policy.

Do the standards impact for sale by owner listings?

No. For sale by owner listings are still able to be entered directly onto our sites. These new listing standards apply to listings that are subject to an exclusive listing agreement between a broker and a seller.

Do the standards impact rentals listings on Zillow and Trulia?

No. Rentals inventory is not impacted under these new listing standards. These new listing standards are limited to homes for sale.

Are coming soon listings allowed under the standards?

As long as a coming soon is entered into the MLS within one business day of public marketing and available via IDX or VOW to all participants, it complies with our standards.

Are delayed marketing listings allowed under the standards?

Delayed marketing or coming soon listings entered into the MLS and available to all MLS participants, including in an IDX or VOW listing feed, are also acceptable within the standards and will be posted to Zillow and Trulia.

Are office exclusives allowed under the standards? 

Office exclusive listings are permitted as long as a homeowner signs a seller disclosure, and the office exclusive is limited within a single brokerage company and shared only amongst agents within that brokerage or 1:1 communication with current clients, but not marketed publicly.