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Although there are sellers who benefit by listing their properties privately, they represent only a small percentage of all homesellers. A large majority benefits the most by immediately listing their property on their local multiple listing service (MLS) so that the four major portals can quickly make the listing available to all potential buyers.

Moreover, there are effective measures these sellers can take if they are particularly concerned about privacy issues.

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If a significant number of sellers agree to private listings, most are likely to have been encouraged by agents who their brokerages are urging to push private listings. There is some evidence, for example, that some Compass agents are being pressed to do so. 

Consumers, who typically lack experience dealing with a complex and opaque industry, are susceptible to a sales pitch that may well promise a higher sale price and a faster sale, both of which are claimed by Compass.

Opposite truths?

However, most of the available evidence on this issue suggests that the opposite is true. Separate research by both Zillow and Bright MLS on large numbers of listings found that homes listed on MLSs sold for higher prices than those privately listed.

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Research by Compass challenged this finding, but it was limited to the company’s listings and did not provide a satisfactory explanation of the methods, including sample sizes. All other factors being equal, why would a limited listing sell for a higher price than a broad listing? 

On the buyer side, there is no debate. It is clearly in the interest of buyers to have access to full information about the largest number of properties available for sale, and not just because they would have more choices of properties. Some private listers are telling sellers that they do not have to provide information to buyers about sale price history and time on the market.  

Let’s not forget this …

Furthermore, to the extent that large brokerages successfully list privately, buyers will feel that to obtain access to a large number of listings, they must work with these companies. A decision by many buyers to do so would disadvantage small and local brokerages.

There is a real possibility that determined private listing efforts by a few major companies could shrink meaningful consumer choice of brokers.

The new Zillow and Redfin policy of not listing publicly marketed properties to which they did not have initial access, may not weaken the determination of big private listers. However, it is likely to curb the enthusiasm of their agents who must explain to clients that a private listing may prevent a listing on the two portals.

I do not agree with some of the policies of the two portals, and I also recognize that their decision on private listings addresses a highly complex issue involving industry rules. Nevertheless, I still believe that their new policy will benefit consumers both individually and collectively.   

Stephen Brobeck is a senior fellow at the Consumer Policy Center (CPC), a new consumer think tank. Since 1975, he has served as a board member then executive director and then senior fellow at the Consumer Federation of America (CFA). Since 1990, he has researched and commented on residential real estate brokerage issues.

Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.

From AI updates that might reshape the social landscape to meme-worthy travel trends driving commerce, there’s never a dull moment online. OpenAI hints at building a new social platform, Instagram experiments with recap tools and cultural influence is once again proving to be a powerful marketing tool, thanks to the White Lotus effect.

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Here’s what’s shaping strategy this week — and how it could help real estate pros stand out, connect and sell smarter.

OpenAI might be building its own social platform

OpenAI is reportedly developing a social media platform built on real-time data — something that would allow its AI models to learn more like humans do. The goal? To compete with the likes of X, formerly known as Twitter, by tapping into trending content and engagement patterns.

While it’s unclear if this will live inside ChatGPT or become a standalone app, the implications are big: AI trained on current conversation could change how content is recommended, ranked and created.

For real estate professionals, this is a signal that future social media may be shaped not by human behavior alone, but by how AI observes and learns from us in real time.

White Lotus proves cultural clout drives conversions

The White Lotus season 3 finale may be over, but the ripple effect across fashion, hospitality and lifestyle brands is very much alive. From Four Seasons hotel bookings to Banana Republic sellouts, the show’s opulent, drama-soaked aesthetic has shifted consumer interest toward “loud luxury” and destination envy.

Real estate takeaway?

• Tie your listings to aspirational travel aesthetics
• Use bold, statement visuals inspired by luxury hotels or dream destinations
• If you’re marketing a second home, vacation rental or luxury property, now’s the time to lean into the “wellness travel” narrative

For real estate professionals, remember that cultural storytelling creates an emotional connection, and when paired with the right visuals, it can elevate listings beyond price and square footage. Don’t be afraid to lean into pop culture trends when you can, but don’t take part in something you are unfamiliar with either. No one wants to get caught creating or sharing a meme that doesn’t mean what they think it does.

LinkedIn launches content hub, confirms what works

LinkedIn has launched a mini-site full of best practices, content ideas and templates for better posting. If you’ve ever wondered what performs best on the platform, new research shows multi-image posts, native documents and videos win on engagement.

Pair that with LinkedIn’s recently added organic audience targeting for company pages, and you’ve got a serious opportunity to tailor your message, without paid ads.

For real estate professionals, this is a reminder that LinkedIn is becoming more creator-friendly, and smarter use of format and audience tools can drive real results.

TikTok trend: Skip the middleman

A new viral trend sees U.S. consumers bypassing Western retail brands and shopping directly from Chinese wholesale platforms like DHgate, now a top free app in the U.S. App Store.

This direct-to-source mindset reflects a broader shift: Consumers want transparency, control and affordability — and they’re willing to change how they shop to get it.

For real estate professionals, this trend reinforces the appeal of transparency. Offer clear pricing, walk-throughs and open access to key info — and consider leaning into content that demystifies the buying process.

Instagram plans iPad app and creator recaps

Instagram may finally launch an iPad-optimized app, alongside a new monthly recap feature for creators. Recaps include total views, follower breakdowns, top posts and activity insights.

For real estate professionals, this is a reminder to check in on your metrics regularly — because knowing what’s working helps you post more of what moves the needle.

Snapchat sees virtual tours as key to travel discovery

Snapchat’s new travel report highlights how virtual tours inspire destination interest — with 79 percent of users saying tours helped them explore places they wouldn’t have considered otherwise.

For real estate professionals, this is a reminder that virtual property tours are more than a trend — they’re a discovery tool. Use them to showcase spaces in a way that builds trust and drives imagination.

TL;DR (Too Long, Didn’t Read)

• This post was originally published on this site

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the power of the Inman Community, and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

Cash offer and renovation platform Offerpad Solutions Inc. has been put on notice by the New York Stock Exchange that it could be delisted from the exchange because its market capitalization has dropped below $50 million.

Offerpad informed investors on April 16 that it plans to submit a business plan within the next 45 days detailing how it will get back into compliance with the stock exchange’s listing standards within 18 months.

The April 10 compliance notification that Offerpad received from the New York Stock Exchange “has no immediate impact on the listing of the company’s Class A common stock,” the company said.

A spokesperson for Offerpad told Inman the notification is “a standard procedural matter” and that the company is confident in its ability to submit a compliance plan within the required timeframe.

“As we mentioned on our most recent earnings call, we have multiple pathways to success, and are actively executing on initiatives that support sustainable long-term growth,” Offerpad Chief of Staff and Vice President of Operations Cortney Read said in an email.

Over the past 12 months, shares in Offerpad have traded for as little as $1.36 and as much as $8.37. Friday’s closing price of $1.48 valued the company at $40.5 million.

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The compliance notification was triggered because Offerpad’s average global market capitalization fell below $50 million for 30 consecutive trading days.

With 27.38 million shares outstanding, Offerpad’s price per share would need to rebound to at least $1.83 for the company’s market capitalization to meet the $50 million threshold.

Assuming the New York Stock Exchange accepts its plan to regain compliance, Offerpad’s common stock will continue to be listed and traded on the exchange during the 18-month cure period.

Offerpad reported a $62.2 million 2024 net loss on Feb. 24 — a 47 percent improvement from the company’s $117 million in 2023 — and will release Q1 2025 earnings on May 5.

Rival iBuyer Opendoor is flirting with listing compliance issues on the Nasdaq exchange if its price per share remains below the exchange’s $1 minimum bid requirement.

Shares in Opendoor briefly dipped below $1 on April 1 and touched a 52-week low of $0.85 three days later, but bounced back to close at $1.09 on April 9. Shares in Opendoor were at $0.95 Friday, up 3 percent.

Shares in Fathom Realty’s parent company, Fathom Holdings, have also been trading below the $1 threshold since March 3, triggering a compliance warning from Nasdaq.

Fathom notified investors Friday that Nasdaq put it on notice on April 14 that it has until Oct. 13 to regain compliance with its bid price rule.

If shares in Fathom close at $1 or higher for at least 10 consecutive business days, it will be considered back in compliance. If shares in Fathom remain below $1, it could qualify for another 180-day reprieve and regain compliance through a reverse stock split, if necessary.

Fathom reported a $21.6 million 2024 net loss but finished the year with 14,300 agents — 2,505 more than it started with.

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Email Matt Carter

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Real estate software company Lofty has developed a new product to assist agents with hands-off lead generation called Lofty Bloom, Inman has learned.

The company said in an April 14 statement that Bloom silos email and print outreach, market-specific community content, display ad re-targeting and sequenced follow-up powered by artificial intelligence.

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This kind of multi-channel vertical alignment helps messaging stay consistent because each action and form of content remains linked. Agents don’t need to record an email, manually strategize and create a response, and then record each action in their CRM — Bloom does it for them. It also helps ensure communications are timely and contextual.

“This advancement will enable real estate professionals to dominate key zip codes by offering guaranteed exclusivity and positioning agents as the “go-to” local neighborhood expert,” Lofty said in the release. “Each ZIP Code comes with guaranteed exclusivity, allowing teams to dominate their local area and help sellers get top dollar for their property.”

Marketing automation is becoming a common and powerful value contributor for agents and brokerages who want to shrink operations and create efficiencies (not necessarily the same thing) with software.

Brokerage tech-stacks are often redundant or fragmented and sometimes both, meaning one agent uses Mailchimp for email and Salesforce for contact management, and a colleague of theirs works with a local print house to send flyers and Hootsuite to manage social media content.

While each product and vendor is good at what it does, they collectively compound multiple risks, such as losing data between actions, eliminating the benefits of immediacy or sending out-of-context messages. Also, users have multiple channels of support and training to which to adhere. Vertically integrating each step can execute a marketing effort with more consistency in cadence and overall offers a higher chance of success.

In one use case, a postcard sent via Bloom will use a QR code to offer the recipient a home valuation. In turn, the user is tagged in the database, triggers an email sequence and is then targeted on Facebook with location-specific display ads. Such efforts can be set up to collect buyer interest, promote open houses and for general brokerage branding, among other uses.

“Lofty Bloom is the most dynamic, end-to-end digital farming tool, seamlessly combining postcards, digital marketing, AI-powered nurture, and follow-up for exclusive ZIP Code targeting. Designed to engage homeowners and sellers, it maximizes exposure and ensures agents stand out in their most targeted markets,” said Dave Carter, vice president at Lofty, in the statement.

Lofty announced an internal initiative last summer to accommodate the needs of “modern brokerages.” It involved a number of product updates to appeal to larger teams and enterprise operations. Many of the updates rolled out in the fall, Inman reported.

Email Craig Rowe

Bigger. Better. Bolder. Inman Connect is heading to San Diego. Join thousands of real estate pros, connect with the Inman Community and gain insights from hundreds of leading minds shaping the industry. If you’re ready to grow your business and invest in yourself, this is where you need to be. Go BIG in San Diego!

A week after Zillow Group announced its controversial listing access standard that bans privately marketed listings on Zillow and Trulia, Zillow Group Chief Industry Development Officer Errol Samuelson penned an op-ed defending the company’s decision and clarifying points of confusion, primarily around Delayed Marketing Exempt Listings (DMEL).

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Errol Samuelson

“At Zillow, we believe that every buyer, seller and agent deserves equal access to information,” he said. “Our new listing access standards — requiring that a listing marketed to some buyers should be available to all buyers — reinforce this belief.”

“While a few argue that buyers and sellers might benefit from exclusive private listings, the reality is that they create an uneven playing field,” he added. “Buyers who are not able to access these hidden listings are at a significant disadvantage, missing out on potential opportunities simply because they aren’t aware of the listings or were already working with an agent who also didn’t have access to these listings. A healthy housing market thrives on competition and transparency.”

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Samuelson said Zillow Group’s listing access standard, which bans listings that aren’t added to the multiple listing service (MLS) within 24 hours of public marketing, doesn’t apply to these categories of listings:

• True private listings on MLS for sellers who need privacy throughout the life of the listing and never intend to market it online
• Office exclusives that are within a brokerage company but not publicly marketed or available to consumers directly
• Coming Soon and all other pre-marketed listings put into the MLS and distributed to all participants for display
• Delayed marketing listings put into the MLS and distributed to all participants for display
• For sale by owner listings
• Rental listings
• New construction listings sold by the builder

“What isn’t okay is a listing publicly marketed to some buyers but hidden from others,” he said. “That’s the line … The goal isn’t to catch anyone unaware; the goal is to encourage consumer transparency.”

The Zillow leader chastized industry members who spread “misinformation” about the company’s motivations and sought to discover “loopholes” to circumvent the ban.

“Since we announced our standards on April 10, there have been many reactions across the industry and beyond,” he said. “We knew there would be. Most have been supportive, including from some surprising voices who aren’t always ‘pro-Zillow’ but are, in fact, pro-consumer like we are.”

“There are also some voices spreading misinformation and looking for loopholes as they try to undermine our consumer-first position and capitalize on a moment to lean into the microphone,” he added. “These ‘what ifs’ are intended to distract from the core of this pro-consumer stance.”

Samuelson said Zillow Group will explain the logistics of the ban before it goes into effect in May.

“Zillow was founded to empower consumers with real estate information and to help them make thoughtful, informed decisions. And we know great agents and brokers are experts at informing, educating and advising their clients,” he said. “No matter the tools or the technology, agents cannot do their best work when they are unable to compete freely and fairly, earning business based on the value they offer, not because they are members of a private listing club.”

Zillow Group’s listing access standards marked a new chapter in the fight over the National Association of Realtors’ Clear Cooperation Policy (CCP), which NAR leaders amended on March 25 to include a new delayed marketing exemption under a new Multiple Listing Options for Sellers (MLOS) policy. The exemption allows listing brokers, at the informed request of homesellers, to delay the syndication of their listing to sites like Zillow through an Internet Data Exchange (IDX) feed.

Proponents and opponents of the CCP each took the addition of Delayed Marketing Exempt Listings as a win, with proponents praising NAR for standing against pressure to axe the rule under lingering antitrust fears and opponents largely taking such listings as another step toward full seller choice.

However, Zillow Group’s ban added fuel to longstanding debates over CCP, PLNs and antitrust litigation, with major industry players quickly — and passionately — choosing sides.

EXp Realty and NextHome immediately pledged to follow Zillow Group’s listing access standard, with eXp launching advisory forms that educate homesellers about the potential downsides associated with private listings. Redfin also announced a listing ban, noting the importance of maintaining a transparent marketplace for buyers, sellers and agents.

Meanwhile, Compass CEO Robert Reffkin and CoStar founder and CEO Andy Florance cast Zillow’s move as an anticompetitive “power play” rooted in fear that agents and consumers may abandon the platform if PLNs are allowed to thrive.

Both sides have called on the Department of Justice (DOJ) to adjudicate the matter, but the department has yet to comment.

Email Marian McPherson