WATCH: Brevard Real Estate Experts Bobby and Nikki Freeman Talk About Zillow’s ‘Coming Soon’ Reversal

REAL ESATE MARKET WATCH

ABOVE VIDEO: Bobby Freeman and Nikki Freeman break down how Zillow created “Coming Soon” listings, then turned around and banned them when agents started using the strategy for themselves. They say it’s about protecting consumers, but is it really about protecting control? Watch and decide for yourself.

BREVARD COUNTY • FLORIDA — Zillow, the same company that proudly introduced the “Coming Soon” feature in 2014, is now actively working to eliminate the practice it once promoted. It’s a move that raises a lot of questions, especially for sellers looking for every advantage in today’s market.

There’s a major contradiction happening in the world of real estate, and it deserves attention.

Let’s rewind. When Zillow introduced the concept of pre-listing exposure, it positioned it as a significant benefit to both agents and consumers.

According to Zillow’s original press release, “Similar to a Coming Soon sign in the yard of the physical property, displaying a home as Coming Soon on Zillow helps agents and their sellers gauge buyer interest and test the list price against current market conditions, and can help reduce the total time a home is on the market.”

The Zillow press release of June 12, 2014, stated, “In competitive markets… knowledge about homes that will soon be on the market gives buyers a leg up.”

Fast forward to today, and Zillow has reversed course. They’re now shutting down the “Coming Soon” listings, specifically when they’re shared off their platform.

So What Changed?

It appears that it is about protecting control, not about protecting consumers.

Zillow had no issue with pre-marketing when it lived within its own ecosystem. Still, when real estate agents began offering pre-market exposure through other tools and networks, it suddenly became a threat.

The reality is that, when handled responsibly, early listing exposure helps sellers attract qualified interest, test pricing strategies, and reduce market time. It’s a tool, not a trick.

As agents, our responsibility is to deliver smart strategy and strong results. And that includes using every legitimate method to position a property for success, whether it fits Zillow’s narrative or not.

“It’s disappointing to see this kind of double standard. Zillow was all for ‘Coming Soon’ listings when it boosted their visibility,” said Nikki McCoy Freeman, real estate expert with McCoy Freeman Compass.

“Now that agents are doing it independently, it’s suddenly controversial? We focus on our clients, not pleasing a platform.”

This policy shift doesn’t protect buyers; it protects Zillow’s dominance. And it sends a clear message: if you’re not playing in their sandbox, they’ll try to change the rules.

But Bobby Freeman is here for sellers, not for platforms. He will continue to use every smart, strategic option to market homes effectively, regardless of what Zillow allows.

“Coming Soon isn’t the problem. Losing control of your listing strategy is,” said Freeman.

“Stay tuned for Part 2, where we explore how sellers can still leverage powerful pre-market tools, and why platforms like Zillow are trying to keep those tools out of your hands.”

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