A battle between real estate giant Compass and Zillow could change how homes are sold in Arizona. Zillow’s new policy—mirroring the National Association of Realtors’ (NAR) Clear Cooperation rule—bans any home marketed outside the MLS or Zillow’s platforms for more than one day from appearing on Zillow, Trulia, Redfin, or eXp. This directly conflicts with Compass’s three-phase strategy, sparking a federal antitrust lawsuit that could reshape listing practices nationwide.
In Arizona, where “Coming Soon” listings can be marketed for 30 days, agents now risk losing crucial exposure on top sites if they don’t list fast enough. With mixed data on whether off-market homes help or hurt sellers, and full compliance looming by fall, this fight is already forcing agents and sellers to rethink their strategies—and the court’s decision could upend how buyers find homes in Phoenix’s hot market.
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How This Affects Arizona
Arizona’s largest MLS already has a “Coming Soon” option, permitting listings to be publicly marketed for up to 30 days before being entered into the MLS. This has long been used as a tool by agents and sellers to generate interest and test the waters before going live on the open market.
But with Zillow and Trulia enforcing the stricter NAR-aligned rule as of late May/June 2025, the landscape is shifting quickly. Arizona MLSs are expected to finalize their compliance by September 30, 2025, giving agents only a narrow window to adjust.
The stakes are high: Phoenix-area homes sold off-MLS in 2023–2024 typically fetched $4,200 less than those listed on the MLS, underscoring the risk to sellers who delay. Still, Compass and others argue that premarketing can be a powerful strategy, especially in luxury segments such as Scottsdale and Paradise Valley, where exclusivity and controlled exposure can drive stronger offers. With an estimated 1.2 million off-market home sales so far this year in the U.S., that aggregates into a potential loss of over five billion dollars.
The Bigger Picture
At the heart of the lawsuit is a fundamental question: Should sellers and agents have the freedom to market homes on their own terms, or should listing platforms enforce uniform rules designed to ensure fairness and transparency? Proponents of Zillow’s policy argue that restricting off-market sales protects buyers and levels the playing field. Critics, however, see it as an overreach that limits competition and seller choice.
Closing Thoughts on Compass vs. Zillow
Arizona’s real estate market is already one of the most competitive in the nation, and this legal showdown will determine whether “Coming Soon” marketing remains a valuable tool or becomes a liability. As the case unfolds, both agents and sellers will need to tread carefully—balancing speed with strategy. No matter the outcome, one thing is certain: the decision won’t just affect Arizona, it could set the standard for how homes are bought and sold across the country.
Author: Trevor H. Halpern, J.D., is the CEO of Halpern Residential at eXp and eXp Realty’s #1 independent agent in Phoenix. A Phoenix native, Halpern combines deep local expertise with a client-focused approach, creating success stories across every corner of the Valley. A graduate of ASU’s College of Law, he is known for his high-level strategy, sharp negotiation skills, and precise tactical execution. Since launching his real estate career in 2011, Halpern has closed more than $330 million in sales, ranks in the top 1% of agents in Greater Phoenix, and has been recognized by RealTrends as one of the top 1,000 agents in the United States out of 1.5 million.
