Zillow Preview opens pre-market listings to 235 million monthly users

Sellers can now expose pre-market listings to 235 million average monthly unique users before a home hits the active market. This visibility is provided through Zillow Preview, which makes listings public on Zillow and Trulia without requiring buyers to register or work with a specific brokerage.

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real estate technology

Pre-market home listings go public, bypassing brokerage gatekeepers

Sellers can now test pricing, gauge interest, and build a pipeline of showings before their homes go live in the MLS—without restricting buyer access to a single brokerage. That shift is accelerating through Zillow Preview, which has added 28 new brokerages, bringing the total to nearly 60 firms offering agents a way to publicly market pre-MLS listings on Zillow and Trulia. 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. They join earlier adopters like Side, United Real Estate, REMAX, HomeServices of America, Keller Williams and SERHANT. Pre-market listings on Zillow Preview are visible to any consumer with a phone or computer. Buyers can discover, save, and share upcoming homes, connect directly with the listing agent, or schedule tours through any agent they choose—no registration wall, no required affiliation. That openness is a deliberate contrast to private coming-soon networks, which often limit visibility to buyers working with a specific brokerage. Zillow says its model supports broader buyer competition, which it claims leads to better outcomes for sellers. The approach also sidesteps scrutiny from regulators and plaintiffs in ongoing commission litigation, who have questioned practices that restrict consumer choice. Participation in Zillow Preview is at the brokerage level, but individual agents decide with their sellers whether to use it. The program operates within local MLS rules while giving firms more control over marketing timing. The expansion comes weeks after Compass announced an exclusive pre-marketing deal with Rocket Companies and Redfin, and after eXp Realty struck non-exclusive agreements with Realtor.com, Homes.com and ComeHome.com—HouseCanary’s portal, which appears in Google search results in select markets. Nearly 60 brokerages now offer agents the ability to publicly market homes before MLS entry.

Nearly 60 brokerages and franchisors, including The Keyes Family of Companies and 8z Real Estate, have joined the program. Unlike private listing networks that restrict access to specific firms, Zillow Preview allows buyers to connect with listing agents directly or schedule tours with their own agent.

To build early momentum, Zillow Preview listings receive enhanced placement in search results and email alerts. This provides agents with early demand signals to refine selling strategies before the official go-live moment.

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housing affordability

One income no longer cuts it in Connecticut’s housing market

One source of income is no longer sufficient to afford housing in Connecticut, whether renting or buying. Jada Appiah pays $1,400 per month for a one-bedroom apartment in New Britain while attending Central Connecticut State University, and even that stretches her budget. She says sharing costs with a roommate or having two incomes is now essential. The average rent across the state is $2,000, and in places like East Hartford, rent rose 9 percent between February 2025 and 2026. Mortgage rates have spiked in recent weeks due to concerns about the economy and higher inflation. That surge has priced many buyers out of the market entirely. Homes in Hartford County—named Zillow’s 2026 hottest housing market—often sell within a day of listing, with neighborhoods like West Hartford seeing intense competition. Supply remains low, demand remains high, and prices keep climbing. Amarachi Bard, who bought her home in Newington in December 2020, is grateful she locked in a low rate. She and others from that era cannot contemplate re-entering the market under today’s terms. Friends she knows are unable to buy, not only because of interest rates but because few homes are available at price points that match their budgets. Realtors acknowledge the strain but urge qualified buyers to act anyway. Carl Lantz, former president of Connecticut Realtors, says rising home values will build equity over time—and buyers can refinance later if rates drop. But for now, the barrier to entry is higher than ever. One income no longer cuts it in Connecticut’s housing market.

Listing agents may also earn a portion of the revenue Zillow earns when a buyer who connects through a Preview listing transacts with a Zillow Preferred agent. Zillow pays these fees at no cost to consumers or agents.

Related Brief2d ago

real estate research

Redfin’s 6-12% inventory boost claim rests on unstated assumptions, not data

A report claiming pre-marketing could boost home inventory by 6-12% relies on behavioral assumptions with no supporting data, according to Zillow’s chief economist. Redfin’s analysis assumes half of sellers would decide to list publicly after testing pricing in a pre-market phase, but offers no evidence that sellers actually respond this way. The estimate is built by multiplying assumed shares of uncertain sellers, those who would act on early feedback, and a multiplier for chained transactions—none of which are grounded in observed U.S. market behavior. Some inputs cite a study of Dutch homeowners in the 1990s and tax effects in 2010s Toronto, raising questions about relevance to today’s American sellers. Redfin referenced Zillow surveys suggesting pricing hesitation, but Zillow says those surveys identified broader constraints like affordability and life uncertainty—factors the report downplayed. The model also ignores sellers who exit the market after unsuccessful pre-marketing, a withdrawal that reduces net inventory. Zillow’s Mischa Fisher calls the result a “stack” of unverified fractions, not a data-driven projection. Redfin defends its work, stating all assumptions are公开 and the model allows for alternative inputs—even halving the key elasticity still yields a 3-6% inventory increase. The company says it welcomes scrutiny and will continue researching the topic.

Related Brief1d ago

real estate technology

Pre-market home listings go public, bypassing brokerage gatekeepers

Related Brief1d ago

housing affordability

One income no longer cuts it in Connecticut’s housing market

Related Brief2d ago

real estate research

Redfin’s 6-12% inventory boost claim rests on unstated assumptions, not data

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