After Compass announced it would bring coming-soon listings to Redfin, the brokerage's
competitors rolled out three new
partnerships or initiatives to provide their listings with pre-MLS exposure. Here's
what they look like.
The Compass model
Compass
→
Redfin
Rocket
Controlled distribution Coming-soon listings appear on Redfin and are posted to
local
MLSs that don't require immediate, widespread syndication to other portals. Private exclusives
are expected to follow.
No referral fees Buyer leads from Redfin route directly to Compass listing
agents with no referral fees.
Financial incentives Rocket Mortgage offers buyers 1%
rate reductions for the first year of a loan, or up to a $6,000 lender credit.
The Zillow response
Partner Companies
→
Zillow
Trulia
Wide visibility These listings reach Zillow's 235
million
monthly unique users.
Direct connection A Zillow Preview listing prompts buyers to contact the
listing agent directly.
Revenue sharing Participating brokerages receive a portion of the referral
revenue Zillow earns from Preferred agent transactions.
A multi-portal alternative
eXp Realty
→
Realtor.com
Homes.com
ComeHome
Push to partners Listings are syndicated to portal partners through third-party
distribution platform Zenlist.
Strict non-exclusivity Any portal can receive pre-market listings, including
Zillow and Redfin.
Broad footprint The strategy centers on wide digital exposure across competing
national portals.
An Independent Answer
Howard Hanna
Internal network HannaList connects Howard Hanna's listing clients with its
buyer clients
before public launch.
MLS partnership The platform was developed in collaboration with local MLSs to
ensure compliance with
policy.
No early public exposure HannaList properties are withheld from listing portals
until public launch.