A New Era of Listing Transparency Is Here
Big changes are coming to how listings appear on Zillow, and they directly impact how Arizona realtors market homes in 2025. Starting late May, Zillow and Trulia will enforce Listing Access Standards aligned with the National Association of Realtors' (NAR) Clear Cooperation Policy. The goal? To ensure that every home marketed publicly is visible to every buyer, not just a curated few.
In short: if a listing is promoted anywhere—think a yard sign, Instagram post, or your brokerage’s "exclusive access" portal—it must be entered into the MLS within one business day. From there, it will populate on Zillow and other consumer-facing sites that rely on MLS feeds. If it’s not in the MLS, it’s not going live on Zillow.
Why This Matters for Arizona Realtors
Arizona’s fast-moving real estate market thrives on visibility. In hot areas like Gilbert, Mesa, and Scottsdale, homes can go under contract within days. Restricting listings to private groups or "by invitation only" platforms not only violates this new standard—it also shuts out buyers, erodes trust, and risks damaging your reputation.
Zillow, with its over 220 million monthly users, is doubling down on consumer-first access. As the most-visited real estate site in the U.S., it’s no longer tolerating listings hidden behind velvet ropes. This shift is especially important in Arizona’s diverse and competitive market, where first-time buyers and lower-income groups can be most impacted by opaque practices.
What This Means for Your Business
If you already list homes on the MLS before marketing them elsewhere, you're good to go. But if you’ve used “office exclusives” or promoted listings outside the MLS for a competitive edge, it's time to adapt.
Here’s what’s still allowed:
Private listings (with no public marketing) for legitimate privacy or safety concerns
Office exclusives, shared only within your brokerage
Coming soon listings, as long as they’re registered with the MLS
What’s not allowed: promoting a listing to the public—through a social post, text blast, or website—and delaying its MLS entry.
Transparency Builds Trust—And Business
Consumers today expect clarity and access. They don’t want to wonder if their dream home is hidden behind a gated login. And you shouldn’t have to scramble across five platforms to find what’s truly available for your buyers.
Zillow’s move brings consistency. It ensures that when a listing hits the market, everyone sees it. No surprises. No bait-and-switch. Just a clear, open playing field for all agents and all clients.
What Arizona Realtors Should Do Next
Audit your marketing practices: Are you ever promoting listings before they hit the MLS?
Educate your sellers: Let them know maximum exposure comes through proper MLS entry—not hidden exclusives.
Stay compliant: Align with Zillow’s standards now to avoid future disruptions in your marketing reach.
🌟 Final Takeaway
This isn’t about losing your edge—it’s about raising the standard. As an Arizona realtor, your reputation is built on access, service, and trust. These new rules aren’t roadblocks—they’re ramps to a better, fairer marketplace.
Zillow’s policy is clear: when you market to one buyer, you market to all. And in a state where every showing counts, that’s the kind of transparency that wins.
By the way, I help realtors improve their online and social media presence by providing beautiful photos of their listings. That is why I’ve created this FREE HOME PREP LIST for your clients to help your listings look their best. Feel free to share.