Starting June 30, Zillow hidden listings will no longer be allowed on the site. Zillow will block home listings that agents publicly advertise — such as posting on social media or putting up a yard sign — without adding them to a local MLS (Multiple Listing Service) within one business day. For most buyers, the change won’t be obvious, but it will impact what homes show up in online search results.
The new policy targets a practice growing in popularity. Some brokerages advertise homes privately — either on internal systems or only on their own websites. These “hidden listings” often don’t appear on Zillow, Realtor.com, or other public platforms. Compass, the largest U.S. brokerage by sales volume, leads this strategy with its “Private Exclusive” listings, which are only viewable to its agents and clients. Other firms like Howard Hanna are following suit or considering similar approaches.
Zillow relies heavily on listing volume to drive revenue. The company makes money by selling buyer leads to agents, even if they’re not the listing agent. Hidden listings threaten that model by reducing the number of homes available on its platform. Zillow claims its goal isn’t just profit — it’s also promoting a more transparent housing market. Executives argue that buyers deserve access to every available home, and sellers get better offers when listings reach more people.
Compass disagrees. The company filed a federal lawsuit last week, accusing Zillow of anti-competitive behavior. Compass CEO Robert Reffkin says private pre-marketing gives sellers flexibility and control. Compass’s platform hides price drops and days on market, which Reffkin claims protects a home’s value. Still, Compass admits most of its listings — about 94% — eventually move to the MLS.
Some agents support Zillow’s decision. They believe hiding listings limits market exposure. Kirk Simmon, a longtime agent in Philadelphia, calls his strategy “public inclusive” — the opposite of Compass’s private model. He believes maximum exposure benefits sellers. “Why would you ever sell your house without the public knowing and everybody being included?” he asked.
Even agents critical of Zillow’s influence agree with the policy. Dick Selzer, who runs a Re/Max-affiliated brokerage in northern California, admitted he doesn’t like Zillow but said his job is to act in the client’s best interest. “That often means sharing listings as widely as possible,” he noted.
Not all agents plan to comply. Jennifer Knoll, a Compass agent in Washington, D.C., said she won’t let search portals dictate how she serves clients. She emphasized that her clients are fully informed about their marketing options and that her strategies are always tailored to their goals.
For consumers, the Zillow hidden listings debate affects more than just search results. Sellers need to ask agents how their home will be marketed and what impact that may have. Compass even includes a disclosure that warns sellers about the risk of reduced visibility and fewer offers when listings stay off the MLS. It also explains that homes advertised in a way that conflicts with Zillow’s rules may not appear on the site.
Buyers face their own changes. Due to a recent legal settlement, they must now sign agreements before touring homes with an agent. These forms clarify what services the agent provides and how they get paid. Buyers can no longer assume their agent works for free. They need to be confident the service they receive is worth the cost. Agents also remain essential in helping buyers find homes that aren’t listed publicly.
Even Zillow staff acknowledge that off-market deals still happen. One Zillow economist recently said he bought his current home after his agent learned about a seller who was open to offers but hadn’t officially listed the property.
Zillow has spent recent weeks warning agents about listings that break the new policy. While the company won’t share how many were flagged, it says only a small number of listings will be impacted after June 30. Still, the fight over Zillow hidden listings highlights how fiercely companies are competing for control of real estate data — and the buyers and sellers who depend on it.
As these battles continue, consumers need to stay alert. Don’t assume every home is listed publicly. Ask questions, read the fine print, and know what your agent’s marketing strategy really means for your bottom line.
