Redfin, through a veteran executive now at its parent company Rocket, is advocating for a policy change in the Northwest Multiple Listing Service. The firm supports allowing "coming soon" listings, a marketing tool currently prohibited by the NWMLS. This stance highlights a growing divide between traditional MLS rules and modern digital marketing practices favored by some brokerages.
Joe Rath, a Redfin veteran now at Rocket, articulated the company's position. He stated Redfin "supports a seller’s choice in how their property is marketed." This argument frames the issue as one of consumer choice and agent flexibility, positioning the brokerage on the side of empowering homeowners.
The NWMLS is described as one of the few remaining major multiple listing services that does not permit the "coming soon" status. This policy restricts agents from publicly marketing a property before it is officially listed as active in the MLS database, a common practice in many other regions.
Proponents of "coming soon" listings argue they generate early buyer interest and can lead to competitive offers before a formal listing date. They contend this approach can ultimately secure a better price for the seller by building anticipation. The practice is seen as a key tool in fast-moving markets where early visibility is crucial.
Critics, however, worry such listings can reduce transparency and create an unfair advantage for well-connected buyers or agents with insider networks. They argue that restricting pre-market marketing ensures all potential buyers have equal and timely access to new inventory, upholding core principles of fair housing and open competition.