A growing number of real estate brokerages are steering sellers toward private listing networks rather than listing homes on the Multiple Listing Service (MLS). According to a January 2025 Harris/Zillow poll, this shift is happening despite a lack of consumer awareness about what private listings mean—and how they can impact a home sale.
The survey of over 2,000 U.S. adults highlights an alarming trend: most sellers aren’t being given all the facts about listing options. Here’s what you need to know before deciding where to list your home.
Most Sellers Are in the Dark About Private Listings
According to the poll:
- 68% of Americans who worked with a real estate agent said their agent never explained the difference between the MLS and a private listing network.
- 63% of sellers who sold within the past five years were recommended to list privately—compared to just 18% of sellers more than five years ago.
This represents a massive shift in how homes are being marketed, with some brokerages choosing to keep listings hidden from the full buyer pool.
Does Keeping a Listing Off the MLS Help Sellers?
The answer is clear: not usually. While some brokerages argue that private listing networks help “control” a sale, the data suggests many sellers regret the decision:
- 43% of sellers who listed privately ended up switching to the MLS.
- Only 35% stuck with the private listing approach, meaning more than half of sellers who used private listings weren’t satisfied with the results.
Why the change of heart? The reality is that homes listed on the MLS attract more buyers, leading to stronger offers and higher sale prices. Research from Bright MLS found that homes listed publicly sell for 17.5% more than those kept off the MLS.
Even when sellers initially preferred a private listing network, 44% changed their minds after learning this fact—a number that jumped to 56% among older sellers.
Buyers Want Access—And Private Listings Limit Competition
The survey also confirms what many in the industry already know: buyers want full access to listings.
- 86% of Americans believe all for-sale home listings should be freely available to buyers.
- 81% believe bidding wars are more likely when more buyers can view a listing—which is good news for sellers looking to drive up their sale price.
- 73% agreed that restricting access to listings could lead to discrimination, an issue that could create serious fair housing concerns.
This raises an important question: if consumers overwhelmingly want transparency in home sales, why are some brokerages pushing sellers in the opposite direction?
The Most Important Factor When Choosing an Agent
When sellers choose an agent, they’re looking for one thing above all else: exposure to the largest pool of buyers.
The survey found that:
- 52% of sellers said getting their home in front of the most buyers was the #1 priority.
- Only 21% considered access to an exclusive buyer network important—the very selling point that private listing networks rely on.
In other words, the very reason some agents give for using private listing networks—”targeting the right buyers”—is the exact opposite of what most sellers want.
Bottom Line: Private Listings Benefit Agents, Not Sellers
The data makes one thing clear: private listing networks benefit brokerages more than sellers. They allow firms to keep listings (and commissions) in-house, but at the expense of sellers who could be leaving money on the table.
If you’re selling a home, make sure your agent is working for your best interests, not their brokerage’s bottom line. The MLS remains the best tool for maximizing exposure, generating competition, and getting top dollar for your property.
And if your agent recommends a private listing network? Ask why—then demand to see the data.
(Source: Harris/Zillow Poll, January 2025)
