After essentially putting off a decision on the Clear Cooperation Policy for several months despite significant pressure, the National Association of REALTORS® (NAR) yesterday offered what appeared to be its final decision, toeing a narrow line by affirming the controversial MLS rule while creating a new category to allow “flexibility” for keeping listings off consumer-facing sites.
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A newly listed property receives the highest number of online views within the first two weeks of being uploaded to the MLS. This critical window is when buyer interest peaks, making it essential for a home to be fully prepared before being widely marketed. Unfortunately, the National Association of Realtors’ Clear Cooperation policy, which mandates immediate MLS submission, forces listing brokers to expose a property before it is truly ready—ultimately working against the best interests of home sellers.
Many home sellers prefer a strategic pre-marketing phase before their property is publicly listed. Preparing a home for market often involves renovations, staging, and coordinating professional photography and videography. Quality marketing materials—such as virtual tours, property brochures, and high-end print collateral—require time to produce. If a home is prematurely placed into the MLS before these elements are in place, it risks losing its initial impact, as first impressions are everything in real estate.
A “Coming Soon” pre-marketing strategy allows sellers and their listing brokers to control the timeline, ensuring the property is showcased at its absolute best when it reaches the MLS and broader market. This process should remain a business decision between the seller and their broker, free from undue interference by the National Association of Realtors and MLS regulations. The goal should always be to maximize a home’s value and marketability, not to conform to rigid policies that diminish the effectiveness of a well-planned listing strategy.