Delayed Marketing: A New Option for Home Sellers

The National Association of Realtors (NAR) just announced a new rule that gives home sellers more control over when their listing goes public. Called “Multiple Listing Options for Sellers,” it lets sellers delay public marketing on sites like Zillow or Redfin—while still sharing the listing privately with agents in the MLS.

This option, known as a “delayed marketing exempt listing,” is all about timing. Sellers might want to make repairs, get photos done, or simply wait before showing their home widely. During this delay, the property won’t show up online, but it will be visible to other MLS agents.

Sellers must agree in writing and understand they’re giving up the benefits of full exposure right away. NAR is leaving it up to local MLSs to decide how long the delay can last. That means the rules could vary depending on where you live.

NAR’s president says this gives sellers more choice without taking away transparency. But not everyone agrees. Redfin’s CEO, for example, thinks it opens the door to pocket listings—homes that sell without ever being seen by the public. Without a clear deadline, some listings might go under contract before anyone else gets a fair shot.

MLSs have until September 30 to decide how they’ll handle this new rule. As it rolls out, both agents and sellers will need to pay close attention to the details in their area.

In my view, this policy offers more than just flexibility—it helps shift a bit of control back to the real estate professionals who power and financially sustain the MLS system. While it’s not about limiting market exposure, it does raise a fair point about how listing data is used, and who really benefits from it.