Central Texas’ Unlock MLS Launches Private Listings Site

Unlock MLS is weighing in on the pocket listing debate with its own private listing service.

“Flex Listings” is a new listing category that allows sellers to show their homes on a site that’s accessible only to Unlock MLS subscribers, according to a release. The launch comes amid a legal battle between Compass and Zillow about the use of private listings.

“Sellers no longer have to choose between complete privacy and full public exposure,” Unlock MLS and Austin Board of Realtors CEO Emily Girard said in a statement.

The new category allows agents to share home listings with Unlock MLS’s 18,000 members without starting the “days on market” clock.

Compass has been building up inventory of private listings.

Betting on the repeal of NAR’s Clear Cooperation Policy, the company launched a “three-phased marketing strategy.” In addition to public listings, it offers a private listing service, Compass Private Exclusive, and a semi-private listing service, Compass Coming Soon.

They’re marketed as tools for “combatting the criticism campaign.” Compass argues that the availability of information like “days on market” and “price drop history” can work against sellers and devalue their homes.

Zillow tried to take the wind out of the sails of private listings when it announced a new policy in April that requires listings to be submitted to the MLS and Zillow within 24 hours of being publicly marketed. The policy went into effect June 30.

Compass responded with a lawsuit accusing Zillow of anticompetitive practices. It claims Zillow’s policy “destroys” Compass Private Exclusive and Compass Coming Soon.

Zillow responded that Compass can’t “have it both ways by forcing Zillow to share the benefits of its audience while at the same time withholding from Zillow and its customers the benefits of the latest listings.”

In its response, Zillow referred to Compass’ private listing offerings as its “Hidden Listing Scheme.”