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October 11.2025
3 Minutes Read

Why Private Listing Networks Are the New Pet Rock in Real Estate

Smiling woman with googly-eyed stones, autumn backdrop, private listing networks real estate.

The Rise and Fall of the Private Listing Network

The notion of private listing networks in real estate is rapidly becoming a contentious topic, drawing comparisons to fleeting trends like the infamous pet rock. Bess Freedman, CEO of Brown Harris Stevens, emphasizes that, just as the pet rock was a whimsical marketing gimmick, these networks pose serious risks to both sellers and buyers, undermining the transparency essential to a healthy real estate market.

A Conflicted Market: The Role of Private Listings

Private listing networks create a significant conflict between fiduciary duty and financial motives within the real estate industry. As Freedman points out, selling a home effectively hinges on its exposure to a broad audience. Private listing networks limit this access, pushing sellers towards a closed environment that historically leads to lower sale prices. Research from BrightMLS reveals that homes listed on Multiple Listing Services (MLS) typically see a sales price increase of 17.5% compared to those sold off-market. This disparity highlights the dangers of limiting market visibility.

Impact on Buyers and Fair Housing

Buyers are also left disadvantaged by the rise of private listings. A report by Zillow indicates that 91% of home buyers expect to see all available listings freely, a desire undermined by exclusive networks. This exclusivity creates a barrier for prospective buyers, many of whom may miss out on the perfect home simply because they are not aligned with a specific brokerage. Furthermore, the prevalence of such networks raises significant fair housing concerns, as they can perpetuate biases and discrimination against marginalized groups—concerns echoed by the National Fair Housing Alliance.

The Potential Downside of Gimmicks in Real Estate

Real estate professionals are urged to reconsider the allure of private listing networks, recognizing them for what they are: a marketing gimmick that serves more to benefit brokerages rather than consumers. While it's understandable that brokerages wish to maximize their profits, prioritizing short-term financial gain over clients' long-term interests reflects poorly on industry standards. Transparency and equitable access to listings should always be at the forefront of real estate practice, ensuring that consumers are well-informed and protected.

Fostering a Competitive Real Estate Market

The core of a thriving real estate market lies in the principles of supply and demand, where maximum exposure leads to maximum value. Buyers and sellers alike benefit from a marketplace where properties are available to anyone interested, fostering healthy competition and driving prices to their true potential. Embracing this philosophy not only aligns with ethical standards but also reinforces trust in real estate professionals.

The Path Forward: Educating Consumers and Professionals

It's essential for agents and brokerages alike to prioritize education, helping clients navigate the complexities of real estate transactions. By shedding light on the risks associated with private listings and fostering an environment of transparency, the industry can avert harmful practices that ultimately harm consumer interests.

As we continue to progress in this real estate landscape, let's ensure that private listing networks do not trap buyers and sellers in an outdated paradigm. The wisdom of the past, as reflected in the lessons learned from phenomena like the pet rock, should guide the path ahead, advocating for inclusiveness and fairness in the housing market.

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