# Begun the pre-marketing wars have

Page: https://stenobird.com/podcast/industry-relations-175857/begun-the-pre-marketing-wars-have
Text version: https://stenobird.com/podcast/industry-relations-175857/begun-the-pre-marketing-wars-have.md
Podcast: [Industry Relations](https://stenobird.com/podcast/industry-relations-175857)
Published: 2026-03-25T17:02:00+00:00
Episode link: https://industryrelations.libsyn.com/begun-the-pre-marketing-wars-have
Audio file: https://traffic.libsyn.com/secure/industryrelations/INDRELSBS77_AUDIO.mp3?dest-id=476255
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Duration seconds: 3980

## Resource

The Industry Relations Podcast is now available on your favorite podcast player! Overview This episode features Andy Woolley (Homes.com) joining Rob and Greg to break down a wave of rapid industry changes driven by new agreements between Zillow, Compass, Redfin, and eXp. The conversation focuses on exclusive vs. non-exclusive listing deals, the rise of pre-marketing strategies, and the increasing fragmentation of listing distribution. Together, they examine how these shifts challenge the traditional role of the MLS as a broker cooperative, with ongoing debate about whether the industry is moving toward a more fragmented, lead-generation-driven ecosystem. Key Takeaways New exclusive and non-exclusive listing agreements are accelerating fragmentation in listing distribution. Debate continues over whether these moves resemble competition or anti-competitive behavior. Pre-marketing ("coming soon") listings are a key battleground for platforms seeking inventory outside IDX feeds. MLSs face pressure as the industry questions whether they are cooperatives or listing platforms. Much of the conflict is centered on control of lead generation rather than access to listings. Homes.com is pursuing brokerage feeds to capture pre-marketing listings, while Zillow is incentivizing participation through its Preview product. Agents use pre-marketing to control pricing strategy, days on market, and demand signals. Ongoing debate between "your listing, your lead" vs. referral-based models. Larger platforms and brokerages with data/control advantages are positioned to benefit most. Links Rob's webinar - The Agency-Centered MLS: A Framework for Survival MLS Reset Registration Homes.com expands early access to pre-market listings Where brokerages stand on pre-MLS listings after a whirlwind we…

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