Zillow will roll out its Preview program in April, enabling participating agents at Keller Williams, REMAX, HomeServices of America, Side and United Real Estate to publicly market pre-launch listings with priority placement on Zillow, Trulia and brokerage sites. Listings must include at least one photo, full address, price, specifications, description, tax and HOA fees, showing instructions, listing contract date and expected market date.

Redfin launched its own premarket listing feature on March 16 through a Rocket Companies-Compass partnership. Participating Compass and Redfin agents can display coming-soon listings with prioritized search placement, and eligible buyers receive a one-point interest rate reduction for one year or a lender credit of 0.75% of the loan amount up to $6,000.

By bringing premarket listings into the public domain and integrating financing incentives, both Zillow and Redfin aim to increase listing inventory, accelerate agent lead generation and lift referral fee revenue. Priority placement in search and direct contact options may drive higher user engagement while supporting brokers in complying with local MLS rules.