Begun the pre-marketing wars have

Begun the pre-marketing wars have

Author: Rob Hahn and Greg Robertson March 25, 2026 Duration: 1:06:20

The Industry Relations Podcast is now available on your favorite podcast player!

Overview

This episode features Andy Woolley (Homes.com) joining Rob and Greg to break down a wave of rapid industry changes driven by new agreements between Zillow, Compass, Redfin, and eXp. The conversation focuses on exclusive vs. non-exclusive listing deals, the rise of pre-marketing strategies, and the increasing fragmentation of listing distribution. Together, they examine how these shifts challenge the traditional role of the MLS as a broker cooperative, with ongoing debate about whether the industry is moving toward a more fragmented, lead-generation-driven ecosystem. 

Key Takeaways

  • New exclusive and non-exclusive listing agreements are accelerating fragmentation in listing distribution. 

  • Debate continues over whether these moves resemble competition or anti-competitive behavior. 

  • Pre-marketing ("coming soon") listings are a key battleground for platforms seeking inventory outside IDX feeds. 

  • MLSs face pressure as the industry questions whether they are cooperatives or listing platforms. 

  • Much of the conflict is centered on control of lead generation rather than access to listings. 

  • Homes.com is pursuing brokerage feeds to capture pre-marketing listings, while Zillow is incentivizing participation through its Preview product. 

  • Agents use pre-marketing to control pricing strategy, days on market, and demand signals. 

  • Ongoing debate between "your listing, your lead" vs. referral-based models. 

  • Larger platforms and brokerages with data/control advantages are positioned to benefit most. 

Links

 

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Industry Relations is a weekly conversation hosted by Rob Hahn, also known as The Notorious ROB, and Greg Robertson. It operates at a unique crossroads, examining where the business of real estate collides with and is reshaped by new technology. This isn't a surface-level tech review; the discussion comes from an insider's perspective, built on years of direct experience within the field. Each episode delves into the practical implications of software platforms, shifting market data, and emerging business models that are actively changing how properties are bought, sold, and managed. The hosts analyze trends, debate strategies, and often challenge conventional wisdom, providing a nuanced look at the forces driving change. Listening to this podcast offers a deeper understanding of the operational and entrepreneurial challenges faced by professionals navigating this evolving landscape. You'll hear specific case studies, evaluations of new tools, and forward-looking predictions about what's next for the industry. The tone is direct and informed, reflecting the hosts' deep background, making it essential for anyone invested in the future of real estate as a business. Tune in for thoughtful, weekly analysis that goes beyond the headlines.
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