As the property industry leans into the pre-marketing of coming soon listings on national websites, eXp Real estate has chosen not to put all of its eggs in one property portal basket. On Wednesday, the country’s largest brokerage by transaction side count, revealed that its representatives will soon have the ability to distribute, on a non-exclusive basis, coming quickly listings to Realtor.com, Homes.com and ComeHome.com, which is HouseCanary’s real estate portal that has actually partnered with Google to display listings in Google search results page in choose markets.
Their decision comes hot on the heels of 5 brokerage firms, REMAX, HomeServices, Side, Keller Williams and United Real Estate, signing up with Zillow’s brand-new service.
The listings will be distributed to these websites through Zenlist, an incorporated third-party listing platform, and agents will just have the ability to distribute the coming quickly listings with the seller’s permission. Additionally, the company stated the time frame a listing might remain in the coming soon status undergoes regional MLS guidelines and guidelines. The listings will include property information and images and syndication will begin on April 15.
According to eXp, this relocation will put its coming quickly inventory in front of over 170 million regular monthly audiences.
Choice shows long-standing belief in transparency
The company stated the choice reflects its “enduring belief that transparency and broad customer access to housing inventory serve the best interests of purchasers and sellers alike.” By syndicating coming quickly listings to these websites, eXp thinks it will broaden listing presence for buyers, offering them with a higher opportunity to find residential or commercial properties throughout multiple platforms and not simply one website.
eXp kept in mind that the syndication contracts are non-exclusive which any website might select to receive eXp’s coming quickly listings on equal terms, pending local MLS guidelines and the seller’s permission.
“Our viewpoint is easy,” Leo Pareja, the CEO of eXp Realty, stated in a statement. “If a home is being marketed to the general public, consumers should have the opportunity to see it. Our role as an industry is to create the most open and efficient marketplace possible for buyers and sellers. This is not about restricting where listings appear. It has to do with broadening exposure and offering sellers the best possible audience while keeping compliance with MLS guidelines and regional policies.”
Crucial step in assistance of MLSs
Damian Eales, the CEO of Realtor.com called the contract with eXp an “crucial advance in support of MLSs and our aligned objective to guarantee a reasonable market driven by MLS transparency.
“Sellers desire clicks, not cliquesand eXp is delivering for them,” Eales composed in an emailed declaration. “We recognize a seller’s desire for rate exploration before formally going to market, and a ‘Coming Quickly’ status is the ideal service for buyers, sellers and experts. By displaying these listings on the free market, sellers can achieve real price discovery. It removes the need for restrictive personal markets and makes sure equal access for all buyers, not a subset chosen by the listing representative. Eventually, a public ‘Coming Soon’ status drives more engagement and more bidders, typically resulting in a greater final list price. We thank eXp for their leadership and motivate all brokers to prioritize the interests of their customers by making ‘Coming Soon’ listings commonly offered through their MLS. If an MLS does not support ‘Coming Soon’ status today, we motivate the MLS to produce it.”
CoStar Group, which owns Homes.com, shared a similar belief mentioning that it feels pre-marketing delivers “clear benefits” for buyers, sellers and agents.
“Consumers desire higher openness into what’s concerning market, and representatives desire much better ways to develop interest before a listing formally introduces,” Andy Florance, the creator and CEO of CoStar Group, stated in a declaration. “By giving purchasers an early look while protecting seller option, Homes.com is assisting agents and sellers create more powerful listing launches and better outcomes.”
This announcement from eXp comes after Compass, which now owns Anywhere and @properties Christie’s International Realty, announced an exclusive deal with Rocket Companies and Redfin to showcase its coming soon listings during its Q4 2025 profits call and after Zillow revealed the debut of Zillow Preview, which at the time of launch would exclusively display coming soon listings from Keller Williams, United Property, Side, HomeServices of America and REMAX. Zillow said other brokerages and franchisors are able to sign up to be part of Zillow Sneak peek.