The real estate landscape is constantly evolving, and with it, the rules and policies that govern how we operate. Recently, the National Association of REALTORS (NAR) introduced a significant new policy: the Multiple Listing Options for Consumers Policy, which includes the concept of Delayed Marketing Exempt Listings (akin to “Coming Soon” listings in many markets). This policy represents a crucial shift, aiming to balance the digital marketplace and ensure fairness for all participants. The research in our white paper is intended for MLSs, Board Managers, and brokerages to understand what this means for you and how WAV Group can help you navigate these changes.

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The Evolving World of IDX

The Internet Data Exchange (IDX) was initially designed to foster collaboration among brokers by sharing property listings online. It was a revolutionary step, allowing brokers to display each other’s listings and providing consumers with direct access to available homes. However, the advent of real estate portals has significantly altered the dynamics.

These portals, often “paper brokers” who aggregate listings without actively contributing to any, have come to dominate consumer search. This has led to concerns about attribution, competitive advantages, and the overall balance of the market. Listing brokers, who invest time and resources into securing and marketing properties, often find themselves at a disadvantage.

Introducing Delayed Marketing Exempt Listings

To address these challenges, the new Multiple Listing Options for Consumers Policy introduces the concept of Delayed Marketing Exempt Listings. This policy, similar to “Coming Soon” listings, allows listing firms a priority attribution period. Here’s what you need to know:

  • Priority Attribution Period: Listings designated as Delayed Marketing Exempt must be contributed to the MLS but will not be displayed via IDX during this period. Only the listing firm can advertise the listing online. This gives listing brokers an initial window to generate leads and leverage SEO benefits.
  • Access in the MLS: During this period, all brokers and agents in the MLS have access to the listing through MLS tools. Virtual Office Website (VOW) participants can also inform their registered customers. However, public consumer websites cannot display the delayed marketing listing.
  • Encouraging Active Participation: This policy aims to incentivize brokers who actively list properties by giving them early and prioritized display, along with potential enhancements like larger images and additional property details.
  • MLS Implementation: MLS systems will need to support withholding listings from IDX and potentially set time limits for the Delayed Marketing status. Compliance and monitoring will also be crucial, with sellers needing to provide consent for this status.

Benefits of the New Policy

The Multiple Listing Options for Consumers Policy offers several key benefits:

  • For Listing Brokers: Seller marketing choice, Improved visibility, exclusive SEO benefits, and direct access to leads during the Delayed Marketing Period.
  • For Buyers and Sellers: Properties will still be available to real estate agents, ensuring transparency. The policy aims to connect buyers directly with the most knowledgeable broker about the property.
  • For the Industry: A more flexible ecosystem that rewards brokers for their contributions and discourages exploitation by non-listing participants.

Virtual Office Website (VOW) Advantage

With the new policy, there’s likely to be an increase in conversions from IDX to VOW. The Delayed Marketing status allows firms to share these listings with homebuyers registered under VOW-compliant websites, providing another avenue for engagement and client servicing.

Key Takeaways

  • The new policy introduces Delayed Marketing Exempt Listings, similar to “Coming Soon” statuses.
  • This gives listing brokers a priority attribution period, allowing them to market exclusively before IDX distribution.
  • The policy aims to balance the digital marketplace and reward brokers who contribute listings.
  • Virtual Office Websites (VOW) will play an increasingly important role.
  • MLS implementation is crucial, and compliance needs to be monitored.
  • The policy goes into effect on September 30th, 2025.

You can find the NAR Resource page for the new Multiple Listing Options for Consumers Policy here: www.nar.realtor/the-facts.

How WAV Group Can Help

At WAV Group, we’re committed to helping you navigate these changes. We offer various services to support you through the implementation of the Multiple Listing Options for Consumers Policy:

  • MLS Board Meeting Facilitation
  • Participant and Subscriber Feedback Gathering
  • Communications and Education
  • Development of Compliance Protocols
  • MLS System Modification and Testing

Ready to Get Started?

WAV Group is passionate about supporting your organization in the effective implementation of this new policy. Contact us below to discuss our services and how we can help you thrive in this evolving real estate landscape.

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