24 more brokerages join Zillow Preview as public pre-market listings grow
One week after Zillow introduced Zillow Preview℠, broker adoption is accelerating.
Zillow Preview gives agents a way to bring pre-market listings into the open on Zillow and Trulia before they go active and dozens of new brokerages have already signed on to participate. This momentum signals growing demand for a simpler, more transparent way to market listings earlier in the process.
Leading, consumer-first firms now offering their agents Zillow PreviewSM include Engel & Völkers, Leading Real Estate Companies of the World® (LeadingRE), SERHANT., Samson Properties, Vanguard Properties, West USA Realty, Berkshire Hathaway HomeServices (BHHS) - the franchise network owned by HomeServices of America, 54 Realty, Bastion Realty, DASH Carolina, Dwelli, ehomes, Heather & Company Realty Group, Hester Group Realtors, Joe Stockdale Real Estate, Levi Rodgers Real Estate Group, Move Real Estate, Navigate Realty, Palm Paradise Realty Group, Pemberton Real Estate, Regal Realtors, Spyglass Realty, Stephen Cooley Real Estate, and Works Real Estate. These firms join initial launch partners Keller Williams, REMAX, HomeServices of America, Side and United Real Estate.
Zillow Preview listings receive prominent placement in Zillow search results and saved-home alerts, reaching Zillow's audience of 235 million average monthly users, nearly 2.5x the reach of the nearest competitor. Agents can track early engagement — views, saves, shares and tour requests — to refine pricing and marketing before going active. In some cases, listing agents may also have the opportunity to earn a share of revenue when a buyer who connects through a Zillow Preview listing closes with a Zillow Preferred agent — at no additional cost to consumers or agents.
It also strengthens the listing conversation agents have with sellers. Agents can offer sellers early, public exposure on one of the largest real estate websites in the U.S., instead of limiting visibility to smaller audiences within a private network.
"Zillow Preview was just announced, but the signal from the industry is undeniable," said Jeremy Wacksman, Chief Executive Officer at Zillow. "Brokerages and their agents want an early marketing option that's public, transparent and easy for consumers to find, not hidden behind a private gate. This level of early adoption shows we're building something that aligns with where the market — and consumers — are headed."
Why brokerages are leaning in
For many brokerages, the value is straightforward: more exposure earlier without limiting access.
"Engel & Völkers firmly believes that full market exposure delivers the strongest outcomes for both buyers and sellers," said Stuart Siegel, president and CEO, Engel & Völkers Americas. "At the same time, we recognize that in certain markets and client situations, a more tailored, pre-marketing approach may be appropriate. Ultimately, broader consumer reach creates greater opportunity, which is why we've partnered with Zillow, leveraging its leading position among real estate platforms to maximize visibility and results for our clients."
Vanguard Properties Founder and CEO James Nunemacher emphasized both visibility and compliance.
"Zillow Preview introduces a new way to gain pre-market exposure — operating fully within existing MLS policies," he said. "This expands opportunities for compliant, early-stage marketing that helps engage potential buyers sooner."
"This relationship is a vital part of the LeadingRE Global Preview program, which gives our network's 135,000 sales associates and their clients greater choice in how they introduce properties to the market. Zillow's unmatched reach and brand recognition in the U.S. make it an ideal complement to our extensive global network spanning six continents," said Paul Boomsma, CEO of Leading Real Estate Companies of the World®.
"This comes down to exposure. Zillow Preview is a Super Bowl ad. Private networks are a flyer on a telephone pole. If you want the best result, you don't limit who sees your home," said Levi Rodgers, CEO of Levi Rodgers Real Estate Group.
A clearer, more open approach to pre-marketing
Increasingly, agents and brokers are interested in pre-marketing a listing as a way to advertise a listing before it officially hits the market. Zillow Preview is available to brokerages that believe listings should be widely visible to the public, including in the earliest window of marketing. Access is unlocked at the brokerage level; agents then decide, with their sellers, whether to use Zillow Preview as part of their listing strategy. Once a listing goes active for sale, it should be entered into an agent's MLS consistent with local rules. Zillow Preview is structured to work within MLS frameworks and brokers and agents are responsible for understanding and complying with their local MLS rules.
As more brokerages continue to join, Zillow Preview is expanding with a consistent goal: bringing more listings into the open, earlier in the process and redefining what pre-marketing means in a more transparent market.
Brokerages interested in learning more can visit the Zillow Preview interest page here.