A friendly (and slightly sarcastic) take from Wyatt Poindexter - The Agency Oklahoma
Let’s cut through the corporate fluff: Zillow’s new policy requiring all listings to hit the MLS within 24 hours of public marketing isn’t about “transparency.” It’s about control. More specifically, controlling your listing, your leads, and your lunch if you’re not careful.
Zillow’s no longer just a portal. It’s now a licensed brokerage—and not the kind that sends you a birthday card or brings donuts to the office. No, this one charges agents 30–40% referral fees for leads they scraped off our hard-earned listings and then repackaged like they were doing us a favor.
Now they want to dictate how, where, and when we market our homes. That’s not helping sellers—that’s helping Zillow stay relevant.
Follow the Money Trail (It’s Not Subtle)
Zillow’s lead generation engine thrives on MLS-fed inventory. When brokerages disrupt the model by offering off-market strategies, private previews, or exclusive launches—we threaten their cookie jar.
So, naturally, they locked the pantry.
And Redfin (freshly acquired by Rocket Mortgage) chimed in like the backup singer who wasn’t invited but showed up anyway. They’re also refusing to display listings that don’t hit the MLS immediately. It’s not collaboration. It’s just karaoke-level control.
But Real Talk—I Actually Like Zillow Showcase
Now let’s be fair for a second: I do like Zillow Showcase.
It offers beautifully presented listings, better exposure, and a slick experience for buyers. I’ve used it. I still use it. It works.
But appreciating a good feature doesn’t mean I have to pretend that everything else isn’t a thinly veiled attempt to own the sandbox and charge rent for the shovel. It’s a classic case of “Here’s a great tool… but also, hand over the rest of your business while you’re at it.”
Let’s Talk MLS (a.k.a. The Gatekeeper of Innovation)
The MLS—propped up by agent dues and wrapped in red tape—is enforcing the Clear Cooperation Policy like a bouncer outside a velvet rope. Except instead of protecting a nightclub, it’s just blocking smart marketing strategies and agent autonomy.
The policy sounds innocent: list your property on the MLS within 24 hours of public marketing. But in practice? It’s a power move. One designed to keep agents and brokerages from building better systems outside of the status quo.
Spoiler alert: most of us aren’t trying to break the rules. We’re trying to work smarter for our clients.
The Agency Oklahoma Does It Differently (Because It Works)
At The Agency Oklahoma, we don't believe in one-size-fits-all anything. Not in our suits, our marketing, or our launch strategies. Every listing deserves a custom plan based on timing, privacy, and what’s best for that client—not what makes a portal or platform happy.
We bring global exposure, cinematic storytelling, top-tier design, and a collaborative culture that puts relationships before algorithms. We’re not here to play defense—we’re building something smarter, together.
So What’s the Bottom Line?
We’re not anti-Zillow. We’re anti-robotic, anti-cookie-cutter, anti-"let me sell your lead to someone else and charge you for it."
Zillow has its place. So do MLSs. And yes, even Showcase has some flair we appreciate. But when the rules stop serving the clients and start serving the corporations? That’s when it’s time to evolve.
At The Agency Oklahoma, we’re here for the evolution—with creativity, strategy, and a little bit of humor along the way.
Because real estate should be smart, effective, and—dare we say it—fun again.
And if we ruffle a few algorithmic feathers in the process?
Even better.
