Zillow launched a new product called Zillow Preview. It allows participating brokerages to display listings on Zillow and Trulia before those listings go live in the MLS. Brokerages currently enrolled include Keller Williams, RE/MAX, Howard Hanna/Sibcy Cline/O'Brien, Side, and United Real Estate.
Here's what MLS Now agents need to know about how Zillow Preview interacts with your MLS obligations.
Zillow Preview Is Public Marketing
Under MLS Now's mandatory submission rule, once you have a signed exclusive listing agreement, you must enter the listing into MLS Now by whichever comes first:
- Two business days after the listing agreement is fully signed, OR
- One day after the property is publicly marketed — including social media posts, yard signs, digital ads, or sharing with other brokerages or networks
A Zillow Preview listing is publicly visible on Zillow and Trulia. That qualifies as public marketing. The moment your listing appears on Zillow Preview, the one-day submission clock starts immediately — regardless of whether your brokerage opted into the program or you as the listing agent made that choice.
What About the "Coming Soon" Framing?
Zillow Preview markets these listings as "Coming Soon." MLS Now does not have a Coming Soon status — but that doesn't create a loophole. The mandatory submission rule is triggered by public marketing, not by what status Zillow assigns to the listing.
Once the listing is live on Zillow Preview, you have one day to enter it into MLS Now. When you do enter it, use the appropriate MLS Now status:
- Active — if the property is available for showings and offers
What If My Seller Opted Out of MLS?
If a seller opted out of the MLS entirely (an Office Exclusive), that listing may not be publicly marketed at all. Enrolling an Office Exclusive listing in Zillow Preview would itself be a violation — and would also trigger an immediate obligation to enter the listing into MLS Now within one day.
Clear Cooperation Fines
Failing to submit the listing to MLS Now within the required timeframe is a Clear Cooperation violation. These fines are non-waivable:
- 1st offense: $1,000
- 2nd offense: $2,500
- 3rd offense: $5,000
Bottom Line
If your listing appears on Zillow Preview, you have one day to enter it into MLS Now. The absence of a Coming Soon status in MLS Now is not an issue — just enter it as Active.