The real estate industry is experiencing a growing misalignment between what agents believe about private listing networks (PLNs) and what consumers actually want. While 64% of agents say PLNs benefit sellers, a significant 81% of consumers express a clear preference for their home to be listed publicly and for free on widely accessible platforms like Zillow, Realtor.com, or Redfin. Additionally, a majority of agents (56%) believe that PLNs increase home sale prices, yet research shows sellers left more than $1 billion on the table in 2023 and 2024 alone by selling their homes off the MLS. This gap highlights the need for greater transparency and education in listing strategies.



Zillow’s January 2025 survey of more than 2,000 U.S. consumers, conducted by The Harris Poll, reveals an overwhelming desire for fair, transparent, and free access to real estate listings.



With the increasing use of private listing networks (PLNs) or “private exclusives” by some brokerages, it's critical to understand the implications for consumers and the industry as a whole. Here’s what the data says and why it matters for you, your team, and your business.



Knowledge gap: Americans’ awareness of listing practices



While the term “multiple listing service” (MLS) is familiar to many Americans, only 32% of consumers aged 45-54 and 23% of those aged 18-34 can confidently say they know exactly what it means. Familiarity with private listing networks and dual agency is even lower across all age groups, signaling a knowledge gap that real estate professionals must address when helping their clients navigate the homebuying journey.



Notably, 68% of sellers who worked with a real estate agent said their agent never explained the differences between listing on the MLS versus a private listing network. This lack of clarity can leave sellers uninformed about the potential benefits and tradeoffs of their listing choices. Given the seller agent’s fiduciary responsibility to their clients, this is concerning.



Consumers aren’t the only ones experiencing a knowledge gap when it comes to the importance of listing access. A recent Zillow survey highlighted that agents are misinformed about the negative impacts of private listing networks. A similar share of agents believe off-market listings benefit buyers (61%), benefit sellers (64%) and benefit agents (64%)–despite data proving otherwise. Even more concerning, the majority of agents surveyed (56%) said that they believed PLNs increased the sales price of a home — though research shows sellers leave money on the table when they sell off the MLS.



The shift toward private listing networks



The survey found that 63% of recent home sellers (within the last five years) reported their agents recommended using a private listing network, compared to just 18% of those who sold more than five years ago. This shift raises important questions around the beneficiaries of private networks.



Complicating the issue is the disparity among different demographic groups. Hispanic and Black sellers are significantly more likely to have been recommended by a real estate agent to list on private networks (74% and 73%, respectively) than white sellers (24%). This trend warrants careful consideration, as limiting access to MLS listings could exacerbate inequalities in the housing market — whether intentionally or not.



Consumer preferences: Transparency and visibility matter



The survey highlights that 81% of Americans believe it is important for their home to be listed publicly and for free on platforms like Zillow, Redfin and Realtor.com. This sentiment underscores a core consumer expectation: visibility drives value.



Additionally, 86% of respondents agreed that viewing all for-sale home listings should be free for buyers. Furthermore, 81% believe that greater visibility increases the likelihood of a bidding war, potentially driving higher sale prices. These preferences reinforce the critical role that MLS p...

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