Changes are brewing in the real estate market that could impact your home sale. Just as we previously reported on commission structure shifts, there’s a new battleground emerging around property marketing—and what’s at stake is getting the best possible price for your home.
Recently established by the National Association of REALTORS®, the Clear Cooperation Policy (CCP) requires that any home publicly marketed by real estate agents—through signage, social media, email blasts, or other public channels—must be listed in the Multiple Listing Service (MLS) within one business day. This policy aims to ensure that homes aren’t quietly marketed to limited networks but instead gain full exposure to the entire pool of active buyers and their agents.
Why does this matter? Because broad exposure often leads to stronger offers. When more buyers see your home, competition increases—which can help your home sell faster and for a better price. The MLS remains the most powerful tool for generating interest, enabling your property to reach every local Realtor and buyer looking for a home in your neighborhood, price range, school district, etc. Syndication to public platforms like Zillow and Realtor.com only expands that reach further—helping your property attract interest from national and even global buyers.
However, the policy hasn’t come without controversy. Some brokerages continue to push internal-only properties—homes promoted exclusively on their own websites, to their own agents, or through private email campaigns. Some properties may appear on the MLS, making them visible to other agents, but they’re withheld from major public sites like Zillow. These homes are often presented as “exclusive opportunities,” but what’s not always clear is who this exclusivity actually benefits. Sellers should be aware: when agents push for internal exclusivity, it may be more about protecting their brokerage’s market share than serving your best interest.
Yes, these so-called “pocket listings” can be appropriate in unique circumstances, but they’re still rare, making up just 4% of guard-gated sales in 2024. We do participate in exclusive channels like the Top Agent Network, but we’re always transparent about the trade-offs. If your goal is to generate competitive offers and achieve top dollar, broad market exposure remains the strongest path forward.
This article is part of our ongoing reporting on real estate market changes and how they might affect your bottom line. If you’re considering selling and want to understand how MLS policies and marketing strategies can influence your outcome, we’re here to help guide you every step of the way.
