03/24/2026
Here's something interesting: Zillow spent about a year fighting tooth and nail against "coming soon" listings — calling them anti-consumer, anti-transparency, harmful to buyers.
Then last Monday, they announced "Zillow Preview."
Which is… a coming soon listing feature.
So, is Zillow being hypocritical? eh, more like the market spoke, and Zillow listened. That's actually how competition is supposed to work. Here's what Zillow Preview actually is:
🔹 Pre-market listings from select brokerages (Keller Williams, RE/MAX)
🔹 Available EXCLUSIVELY on Zillow before going to the MLS
🔹 Listing agents get direct buyer leads (bypassing Zillow's usual referral model)
Meanwhile, over on the Redfin/Compass side:
🔹 "Coming soon" listings get priority placement at the top of Redfin search results
🔹 No days on market shown, no price history, no Zestimate
🔹 Buyer leads go directly to Compass listing agents — no referral fee to Redfin
Both portals are now competing for exclusive pre-market inventory. That is a genuinely big shift from where we were 12 months ago. I'll be interested to see how this impacts the small independent brokerages.