Are Private Listings Helping Sellers—Or Just Their Brokers?

The real estate industry is having a moment.

At the heart of the conversation? A growing debate about how listings are shared—and whether sellers are truly getting the exposure they deserve. The question revolves around Clear Cooperation vs. Private Listing Networks, and some major players are taking firm sides.

Let’s break down what’s happening, who’s involved, and—most importantly—what it means if you’re thinking about selling your home.

Clear Cooperation: Promoting Fairness and Visibility

The Clear Cooperation Policy, introduced by the National Association of Realtors (NAR), was designed to prevent pocket listings from being marketed privately without giving other agents and buyers access. The rule is simple: once a property is marketed to the public, it needs to be shared on the Multiple Listing Service (MLS) within one business day.

Why? So all qualified buyers and their agents get the opportunity to see and offer on it—not just an exclusive few.

The Rise of Private Listing Networks

Private Listing Networks (sometimes called “office exclusives” or “off-market listings”) are becoming more common, especially among large brokerages and tech platforms. These listings are kept off the MLS and only shared with a select group of buyers or agents within that company’s network.

They’re often marketed as being “exclusive” or offering more privacy—but the real question is: who benefits the most from this arrangement?

Zillow’s Move Away from Private Listings

In a notable shift, Zillow recently stopped displaying private listings submitted through certain networks. This move aligns with Zillow’s broader commitment to full-market access and transparency.

Several other brokerages, including Redfin, eXp Realty, and NextHome, voiced their support for Zillow’s decision and publicly stood behind the Clear Cooperation framework. Together, they’re helping to promote a real estate marketplace that’s more open, competitive, and consumer-first.

Northwest MLS Pushes Back on Private Feeds

This issue isn’t just about tech platforms—MLS organizations are taking a stand, too. The Northwest MLS (NWMLS)recently made headlines by cutting off Compass’s listing feed after concerns over how Compass was handling listing distribution and off-market deals.

It’s a bold reminder that MLSs are actively working to protect the integrity of the system and make sure all buyers get a fair shot.

What the Research Says

Multiple independent studies have shown that homes listed on the public MLS reach more buyers, generate more competition, and often sell for higher prices compared to those sold off-market or through private channels.

Interestingly, these same studies highlight that the real winners of private networks tend to be the brokerages, not the homeowners. By keeping a listing in-house, the brokerage can represent both the buyer and the seller, essentially doubling their commission—even if it means the seller misses out on a better offer from a wider pool of buyers.

So while “off-market” might sound exclusive, it often comes at a cost to the seller.

Just How Much Exposure Are Sellers Missing?

Consider this: more than 90% of buyers start their home search online. Zillow alone sees over 200 million unique visitors each month. Realtor.com, Redfin, and other major platforms add even more reach.

Compare that to private networks, which may only include a few thousand agents or select clients. The difference in exposure is massive—and fewer eyes usually means fewer offers and a lower final price.

Are There Ever Good Reasons to Go Off-Market?

Absolutely. There are certain situations—like high-profile individuals needing privacy, sensitive family matters, or pending life transitions—where an off-market sale might be the best choice.

But those cases are rare.

For most homeowners, going public on the MLS and tapping into the full online buyer marketplace is the surest way to maximize visibility, competition, and return.

A Smarter Way to Sell

At Elation Real Estate, we believe that transparency and open access serve sellers best. If you're considering listing your home, our goal is to help you understand every option—from full-market listings to tailored private strategies when appropriate.

Want to talk about what makes the most sense for your situation? Let’s connect and build the plan that works for you. Contact Gina Piper today to discuss your situation.