Collaboration introduces a new public pre-market phase designed to broaden listing visibility

Keller Williams Realty, LLC (KW), the world's largest real estate franchise by agent count, today unveiled a collaboration with Zillow that will unlock access for KW-affiliated agents on a new public, pre-market phase of a listing called Zillow Preview^SM.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260317538608/en/

KW unveiled a collaboration with Zillow that will unlock access for KW-affiliated agents on a new public, pre-market phase of a listing called Zillow Preview.

“We believe an open market serves consumers the best,” said Gary Keller, executive chairman and co-founder, KW. “Sellers should have the opportunity to reach the broadest pool of potential buyers if they choose to do so, because broad exposure generally benefits the homeowner.”

Announced today, Zillow Preview is a new way to publicly pre‑market listings on KW.com, Zillow, and Trulia before they go active.

Reaching millions of buyers at the earliest stage of interest, the first Zillow Preview listings are expected to be live on KW and Zillow-affiliated sites and apps beginning next month.

“Sellers should always retain the right to set the parameters around how their home is marketed,” said Keller. “Information, marketing plan, timing, showing rules, and offer management - those decisions belong to the homeowner.”

“Our job as professionals is to fully disclose and explain the options and let the seller decide,” said Keller.

An optional pre-marketing strategy, Zillow Preview access is unlocked at the KW-affiliated brokerage level, and agents and sellers determine whether it fits their listing strategy. Zillow Preview is structured to operate within local MLS frameworks, and agents are responsible for understanding and complying with their local MLS rules for any pre‑marketing activity.

“When shared with a national consumer portal, these listings stop being surfaced just for agents and private networks and are now available to everyone,” said Chris Czarnecki, CEO and president, KW.

“When sellers choose to market their property to the public before it officially hits the market, it can create energy and demand around their listing,” said Czarnecki. “Over time, more sellers may expect their agents to use coming soon-type marketing to build that early momentum. That's why we chose to roll this out with Zillow, the most visited consumer housing search portal in the country.”

During the Preview period, listings are publicly visible and receive priority placement in search and saved-home alerts, and feature KW-affiliated broker branding.

KW-affiliated agents also receive early engagement signals, such as views, saves, shares, and tour requests, to help inform pricing and marketing decisions before the listing goes fully live.

When a shopper selects “Contact Listing Agent,” the KW-affiliated listing agent has the opportunity to connect. If a qualified Zillow Preview lead ultimately results in a transaction with one of Zillow’s partner agents, the listing agent may receive a share of Zillow’s revenue associated with that transaction.

“KW continues to lead with a commitment to both their affiliated agents and the consumers they serve,” said Jeremy Wacksman, CEO, Zillow Group. “Through Zillow Preview, they’re giving their affiliated agents the ability to bring listings to market sooner, build early momentum, and reach a broad audience — without limiting access along the way.”

About Keller Williams

Austin, Texas-based Keller Williams Realty, LLC is the world’s largest real estate franchise by agent count with a global network of offices and affiliated agents. The franchise is No. 1 in units and sales volume in the U.S.

Since 1983, the company has cultivated an agent-centric, technology-driven, and education-based culture that rewards affiliated agents. For more information, visit kwri.kw.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260317538608/en/

“We believe an open market serves consumers the best,” said Gary Keller, executive chairman and co-founder, KW.