Begun the pre-marketing wars have
From Industry Relations by Rob Hahn and Greg Robertson
March 25, 2026 · 1h 6m
About this episode
The episode discusses rapid industry changes in real estate driven by new agreements and the implications for listing distribution and MLS roles.
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…
People in this episode
Hosts: Rob Hahn, Greg Robertson
Guest: Andy Woolley
Topics covered
- pre-marketing strategies
- listing distribution
- industry changes
- exclusive vs. non-exclusive listings
- MLS role
- lead generation
Keywords
- pre-marketing
- listing agreements
- fragmentation
- lead generation
- MLS
- Zillow
- Homes.com
- real estate
Mentioned in this episode
Organizations: Zillow, Compass, Redfin, eXp, Homes.com, MLS
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