Keller Williams Partners with Zillow on Pre-Marketing, Igniting Industry Debate
A major shift in how coming-soon listings are marketed is underway, following the debut of Zillow’s pre-marketing platform, Zillow Preview. The move, which allows sellers to generate early interest before a property officially hits the market, has quickly become a focal point in the ongoing conversation about listing data ownership and distribution. Texas-based franchisor Keller Williams was the first major brokerage to roll out the tool to its network, a decision framed by its leadership as a win for seller choice and market transparency.
“If this approach ultimately helps sellers build early interest, helps buyers discover homes earlier, and respects the role of the listing professional, then it represents a constructive step forward,” wrote Gary Keller, Executive Chairman of the Board and Co-Founder of Keller Williams, in an op-ed for Inman. “And I, for one, welcome that.”
Jason Abrams | Credit: KWRI
According to Jason Abrams, KW’s Head of Industry and Learning, the response from the company’s affiliates has been “overwhelmingly positive.” He credits this reception to the program’s opt-in nature, which defers the decision to local market center owners, individual agents, and ultimately their sellers. This decentralized approach, Abrams notes, has even resonated with agents outside of Keller Williams.
“I’ve received texts and emails from real estate agents not at Keller Williams saying, ‘Oh, my gosh, we need that program. How can we get involved?’” Abrams shared. “When that starts happening, I know we’re on the right track.”
Why Partner with Zillow Instead of Building a Proprietary Platform?
The strategic choice to integrate with Zillow—rather than develop a competing in-house system like some brokerages have—was a central topic in a recent conversation with Abrams. He pointed directly to audience reach as the decisive factor.
“If you’re going to be part of a membership to any network, you should abide by that network’s rules,” Abrams stated, emphasizing Keller Williams’ support for the Multiple Listing Service (MLS) system. He then framed the decision pragmatically: “The reason you’d be doing [pre-marketing] is to draw as much attention as you can to the property before it goes live. And then you’d ask, ‘How would I do that?’ The answer is going to the place that has the most consumers looking.”
Citing Zillow’s reported 220 million monthly visitors, Abrams contrasted this with partnerships with smaller portals. “It’s so much cooler when you can partner with the No. 1 and drive the most eyeballs to the property,” he said.
The Central Question: Equal Enforcement of MLS Rules
Abrams clarified that Keller Williams’ involvement came after ensuring Zillow Preview complied with local MLS regulations. He noted that “coming-soon” or “preview” listings are not a new concept, but the scale of Zillow’s platform brings new scrutiny. The core question for KW, he said, was: “What’s the single best way to deliver [pre-marketing] while honoring all of the MLS rules?”
This segued into a broader industry debate Gary Keller highlighted—a shift from arguing over “private listings” to focusing squarely on how listings are distributed. When asked who should have the final say, Abrams advocated for a local, inclusive approach.
“All of these conversations should happen at the local level and include real estate agents and their brokers,” he said. The answers, he stressed, must be rooted in the best interest of consumers, with MLS rules enforced “equally across all brands.” He urged brokerages to actively participate in MLS advisory boards to help shape fair rules.
The Future of MLS Systems: Consolidation vs. Local Control
The discussion touched on the perennial conversation about consolidating the fragmented U.S. MLS system—a topic that gained renewed attention at industry events like ICNY, where proposals for a national MLS or a system of ~25 regional MLSs were floated. Abrams did not see the rise of pre-marketing partnerships as a catalyst for this change.
“I don’t know that that discussion is anything new,” he said, pointing to existing regional MLSs like Bright as examples of evolution. His defense of the current system was unequivocal: “The MLS system, as we have it today, works so well, the United States is the envy of the real estate world for housing transparency… As long as the rules that are on the books are enforced equally… it’s the greatest system on the planet, bar none.”
He identified the primary threat as selective rule enforcement: “It’s only when the rules are not equally enforced, and one group decides to stop playing by them, that we have a real problem.” While acknowledging the challenge of accountability across hundreds of local MLSs, he expressed confidence that MLS leadership is “working diligently to do the right thing.”
A Zero-Sum Game or a Path for Everyone to Win?
The underlying tension in the listing data debate is often framed as a zero-sum conflict between portals, brokerages, and MLSs. Abrams rejected that narrative, offering a consumer-centric perspective.
“When the consumer wins, we all win,” he said. “Having the most visibility around a listing more often than not benefits the homeseller. And being able to see all the available inventory benefits the homebuyer. And when those groups are benefited, real estate agents win as well.”
His conclusion returned to the principle of a level playing field: with equal rule enforcement and a clear, shared commitment to serving buyers and sellers, the existing ecosystem—bolstered by tools like Zillow Preview—remains, in his view, uniquely successful.
