Did The NAR Just Kill Zillow?

Ien Araneta
Apr 2
3 min read

In a bold move set to reshape real estate marketing, the National Association of Realtors (NAR) has introduced a policy that allows sellers to list their properties on the Multiple Listing Service (MLS) without syndicating them to public platforms like Zillow, Redfin, Realtor.com, and Homes.com. This new "MLS-No-Syndication" option is creating waves in the industry—and for good reason.

For years, Zillow has been the dominant online real estate platform, drawing millions of buyers with its extensive listing inventory. But this recent change from NAR may shift the power dynamic, putting more control back in the hands of local MLS boards, agents, and sellers.

What Is the New MLS-No-Syndication Option?

Traditionally, real estate listings followed one of two paths:

Exclusive (Company-Only) Listings: Shared only within the listing agent's brokerage.
Syndicated MLS Listings: Published on the MLS and automatically pushed to consumer-facing websites like Zillow and Realtor.com.

Now, a third option exists: sellers can choose to list on the MLS but opt out of syndication to third-party platforms. The listing is still visible to agents and brokerages through the MLS, but it won't show up in a public Zillow or Redfin search.

Why Sellers Might Choose to Opt Out

At first glance, choosing to limit a listing's exposure might seem counterintuitive. But for certain sellers, this approach offers clear benefits:

Privacy: Some sellers prefer not to have their home plastered across the internet. This includes celebrities, high-net-worth individuals, or anyone with personal security concerns.
Strategic Marketing: Sellers may want to "soft launch" a home, seeing if it gains traction within the agent network before opening it to the broader public.
Exclusivity and Control: By avoiding automatic syndication, sellers can work more selectively with buyers and control the timing and presentation of their home to the market.

How This Affects Zillow and Other Portals

The financial model for platforms like Zillow is built on maximizing views and engagement. More listings lead to more pageviews, which lead to more ad revenue and leads sold to agents.

But what happens when a significant portion of listings stop appearing on these platforms?

Even if just 10% of listings are withheld from syndication, that could represent tens of thousands of homes. For a company like Zillow, that's a major loss in traffic and relevance.

Moreover, buyers relying solely on portals like Zillow may not be seeing the full picture of what's actually available. This forces a shift in buyer behavior, increasing the value of working directly with a real estate agent who has full MLS access.

Power Back to the MLS and Agents

This new policy marks a pivotal shift in the balance of power within the real estate industry. Instead of relying on big tech platforms to promote listings, agents now have more flexibility in crafting custom marketing strategies.

Agents can stage releases: starting with MLS-only exposure, then moving to syndication if needed.
MLSs gain leverage in negotiating terms with third-party platforms.
Brokerages can differentiate their services with customized listing approaches.

In essence, the MLS becomes more than just a database—it becomes a strategic marketing platform.

Potential Downsides and Considerations

While the policy offers new flexibility, it also comes with challenges:

Reduced Exposure: Sellers who opt out of syndication may receive fewer inquiries and offers.
Buyer Frustration: Buyers may feel confused or misled if homes they hear about aren’t appearing on Zillow.
Agent Education: Not all agents may understand how or when to deploy this option effectively.

The key is education and strategy. Sellers must understand the pros and cons, and agents must be prepared to explain why one route might be better than another.

A Changing Landscape

This policy change is not about killing Zillow—but it could be about correcting an overreliance on a single marketing channel. By giving sellers more choices and giving agents more tools, the NAR has made a significant step toward rebalancing the industry.

For buyers and sellers alike, the key takeaway is this: if you're not working closely with an experienced local agent, you might be missing out.

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Ien Araneta

Journal & Podcast Editor | Selling Greenville