In April, the National Association of REALTORS® (NAR) quietly announced some meaningful changes to its Clear Cooperation Policy (CCP)—the kind that may not make headlines but absolutely shape how your home gets sold.
Here’s what changed:
-
Office Exclusives can now be shared one-on-one across brokerages. This major update allows for a more private, curated marketing approach, long championed by Compass.
-
MLSs now have the authority to define their own rules for Delayed Market Exempt Listings—a variation of the “Coming Soon” concept. It remains to be seen how this will differ from existing preview statuses.
These changes validate what Compass has advocated for all along: sellers deserve control, privacy, and strategy—not just visibility.
What Other Brokerages Won’t Say Out Loud
When Compass introduced Private Exclusives and Coming Soon listings, many in the industry criticized the approach. But here’s what they didn’t tell you:
They’re doing it too… just quietly.
-
Douglas Elliman has “Black Label”
-
Corcoran launched “Corcoran Reserve”
-
EXP has “EXP Reserve”
-
Sotheby’s built internal platforms for exclusive listings
The industry is catching up, with Compass leading the way. And now, with NAR’s policy changes and Hawaii MLS’s confirmation that these rules apply here on the Big Island, the playing field is shifting in our favor.
Then Came Zillow’s Threat
Shortly after NAR’s announcement, Zillow responded. This wasn’t with innovation, but with intimidation. The platform warned brokerages with exclusive preview programs (like Compass) that any publicly marketed listing must be on the MLS within one day—not one business day—or it would be excluded from Zillow permanently.
That’s not policy. That’s power play.
And even Zillow couldn’t stand by it. Just a week later, they reversed course, aligning with MLS rules and delaying enforcement to “educate” agents. But let’s be honest. This isn’t about education. It’s about control.
As Compass CEO Robert Reffkin said:
“This isn’t about consumer protection — it’s about content control. Homeowners should have the right to choose the marketing strategy that works best for them.”
Platform vs. Brokerage: Know the Difference
Zillow is a platform. Compass is a brokerage. The distinction is everything.
At Compass, we work for you. We have a fiduciary duty to act in your best interest. Zillow doesn’t.
When we list your home, we invest. Emil and I spend at least $3,000 per listing to create exceptional assets—photography, drone footage, video, Matterport tours, twilight shots, social posts, and more. We upload this content to MLS, and Zillow repackages it for its own gain.
What happens when a buyer clicks “Schedule a Tour”?
They’re sent to a random agent who paid Zillow, not the actual listing agent—you know, the person who knows your home best. In fact, our names are almost hidden, with no link, no easy contact. This isn’t about connecting buyers to homes. It’s about selling leads to agents.
Zillow doesn’t care if that buyer is matched with a brand-new licensee or a top producer. They care about who paid for the lead.
Compass Always Puts YOU First
Contrary to what Zillow wants you to believe, we don’t rely on them.
100% of our sales were represented by agents, not portals.
Buyers will always find listings. But the quality of your sale outcome depends on who’s guiding them.
And let’s be candid: our local MLS could be better. It still lacks a mobile app. That is another post.
Still, Compass provides something those platforms never will—a full-service, high-touch, client-first experience.
The Compass 3-Phase Marketing Strategy
Compass doesn’t rush listings to market. We craft a plan that builds anticipation, protects value, and gives you the upper hand:
Phase 1: Private Exclusive
Your home is marketed privately to a network of top agents and vetted buyers. No online footprint. No days on market. Pure discretion.
Phase 2: Compass Coming Soon / MLS Preview
We preview the home exclusively on Compass.com, generating buzz without exposing you to price drops or market fatigue.
Phase 3: Full Public Launch
Once the home has been optimized and positioned for success, we go live across all platforms—with momentum already working in your favor.
And the Results? They Speak for Themselves
-
2.9% higher sale price on average for Compass listings that used our pre-marketing approach
(That’s nearly $29,000 on a $1M sale!) -
Accepted offers 8 days faster than non-premarketed listings
-
~30% fewer price reductions during active MLS periods
And yes, Compass was just named the #1 brokerage in the US and on the Big Island for total sales volume, for the fourth year in a row.
Let’s talk about what works best for you.
Reach out to the KE Team today.
(KAI)