Zillow vs. Compass: What Arizona Realtors Need to Know

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By Sean Colón

If this lawsuit makes headlines, it’s for one reason: it could reshape where your listings go live and when.

The Conflict in a Nutshell

In April 2025, Zillow imposed a controversial rule: any property listed publicly—on social media, brokerage sites, open houses—for more than 24 hours before appearing in the MLS, Zillow will block it. This “24‑hour pre‑market” ban took effect May 28 and is meant to enforce Zillow’s interpretation of the NAR’s Clear Cooperation Policy: “marketed to every buyer…without hidden inventory”.

Compass, a major real estate brokerage with over 33,000 agents, sued Zillow, accusing it of using monopoly power in an anti-competitive move to shut down Compass’s three-phase marketing strategy (private exclusive → “coming soon” → MLS). The lawsuit alleges Zillow is restricting consumer choice and agency innovation.

Why Arizona Realtors Should Care

  • Inventory matters: Greater Phoenix seldom sees an outright buyer’s market—only 4 times in 25 years . If listings get delayed or blocked on Zillow, exposure shrinks even further.

  • Phase-based marketing works: Nearly 50% of Compass sellers used private exclusives and “coming soon” strategies in Q1 2025 . Agents in Scottsdale, Gilbert, and North Phoenix often rely on high-touch, staged rollouts to build buzz.

  • High-velocity luxury market: Buyers in Paradise Valley, North Scottsdale, and Phoenix’s luxury sectors expect premium exposure. Limiting where and when a listing appears can hurt both credibility and sale price.

4 Tactical Takeaways for Arizona Realtors

  1. Build multi-platform momentum
    Use private showings, email teasers, Instagram reels, and multi-channel ads. Don’t rely on one exposure window.

  2. Stay nimble—adapt listing timing
    If posting off-MLS or broker-exclusive content, be ready to simultaneously launch in the MLS to avoid Zillow's screening.

  3. Educate your sellers
    Explain the trade-offs: private-first strategy can heighten demand, but delayed MLS posts may reduce reach. Use data—like a 4.3% median price gain in Maricopa County year-over-year—to justify strategy shifts.

  4. Track the lawsuit
    Compass has engaged seasoned antitrust attorneys. If Zillow is forced to reverse the ban or face limitations, Arizona’s luxury and lifestyle-driven markets could benefit from renewed flexibility.

✅ Final Word

Arizona agents thrive by being strategically visible. What Zillow’s ban challenges is how we build visibility. For local real estate professionals, it shifts the question from if to how fast you can pivot. A well-timed, multi-platform approach may soon be essential.

Quick-Reference Cheat Sheet:

  • Watch Zillow’s 24-hour rule

  • Use private & “coming soon” smartly—but align with MLS

  • Keep sellers informed with clear data (e.g., Phoenix remains ~4% higher in median sales prices YOY)

  • Track Zillow vs. Compass updates; be ready to pivot

As the dust settles on this antitrust clash, your strategic edge will come from agility, clarity—and a sharp finger on both tech trends and local market dynamics. Arizona real estate remains fast and fluid—your adaptability defines your advantage.

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.