Clear Cooperation change: What you need to know about delayed marketing exempt listings 

The National Association of REALTORS® (NAR) has introduced a new policy aimed at giving sellers more flexibility while maintaining fairness and transparency in the real estate marketplace. The “Multiple Listing Options for Sellers” policy—effective Mar. 25, 2025, with an implementation date of Sept. 30, 2025—adds a new listing status called Delayed Marketing Exempt Listings, which will require adjustments for agents, MLSs, and platforms like Zillow. 

What’s new: Delayed marketing exempt listings 
Under the new NAR policy, sellers may now instruct their listing agent to delay public marketing while still making the listing available to other MLS participants via the MLS system. This gives sellers and listing brokers more control over when a listing hits the broader public while still complying with Clear Cooperation rules. 

Key features of a delayed marketing exempt listing: 

  • Listing is entered into the MLS within 24 hours (as has been standard with CCP) and viewable to MLS subscribers. 
  • Public marketing is delayed—including IDX feeds, syndication sites, social media, email blasts, and yard signs. 
  • A written seller disclosure is required acknowledging the listing won’t be publicly marketed until a later date.  WMLAR members typically use the “Delayed Submission” or “Coming Soon” documents. 

At WMLAR, this option aligns well with our existing tools. Agents already control syndication settings in the Broker Distribution tab, and our regional listing agreement (Section 15 from the West Michigan Regional listing agreement) may soon be updated to incorporate this new seller disclosure requirement. 

Why no standard delay length? 
A common question from REALTORS®: Why didn’t NAR set a standard length for the delayed marketing window? 

NAR’s answer: Local MLSs are better positioned to define a delay period that reflects their unique brokerage communities. WMLAR, along with other MichRIC MLSs, is in the process of consulting with brokers and stakeholders before finalizing our local policy. Expect more updates soon. 

Office Exclusives Remain Unchanged 
Office exclusives are still allowed with no public marketing—meaning listings are only shared internally within the same brokerage office. Once any form of public marketing occurs (social post, yard sign, flyer, etc.), the listing must be entered into the MLS within one business day to remain compliant with Clear Cooperation Policy (CCP).

WMLAR’s MLS is working on providing additional clarity in the weeks ahead on this policy.

Zillow’s New Policy Response: No MLS = No Listing 
Zillow has wasted no time responding to NAR’s new policy. Starting May 2025, any listing that has been publicly marketed but not added to the MLS within 24 hours will not be published on Zillow—or its subsidiary, Trulia—for the life of the listing. 

According to Zillow: “A listing marketed to ANY buyer must be available to EVERY buyer.” 

This move doubles down on the values behind Clear Cooperation: open access, transparency, and consumer trust. Zillow now considers yard signs, social media posts, and email blasts as public marketing triggers—and if the listing isn’t in the MLS within 24 hours of any of those actions, it will be blocked for the life of the listing from their platform. 

For agents and sellers wanting their listing to show up on Zillow/Trulia, that means careful attention to timing and compliance is more critical than ever. 

As real estate listings become more private, Zillow fights back, USA Today
Redfin to follow Zillow as it rolls out portal ban on some private listings, Inman

WMLAR Implementation Timeline 

  • Full Compliance Required By: Sept. 30, 2025. WMLAR is evaluating policy and gathering feedback on how to align MLS policy with NAR’s directive.

We know change brings questions—and we’re here to help you through the transition. Join us for the Broker Town Hall on June 12 in Holland where we’ll take a deeper dive into how this affects your daily business. Registration is live in your member portal.

Resources You Can Use 

  • facts.realtor – Find FAQs, infographics, and policy guides straight from NAR. 
  • Your WMLAR staff – We’re here to support you with MLS compliance, education, and training. 

As always, WMLAR is committed to empowering our members with the tools and knowledge to thrive in a changing real estate landscape. The “Multiple Listing Options for Sellers” policy gives sellers more choices—but it also puts more responsibility in the hands of REALTORS®. Let’s navigate this change together—with clarity, professionalism, and cooperation. 

Similar Posts