Keller Williams Taps Zillow Preview to Expand Early Listing Exposure for Agents

By Mehreen Fayaz • Wed Mar 18 2026

Keller Williams Realty, LLC (KW) has announced a strategic collaboration with Zillow to introduce a new pre-market listing phase called Zillow PreviewSM, aimed at transforming how properties are marketed before going live. The initiative allows KW-affiliated agents to showcase listings across KW.com, Zillow, and Trulia during an early “preview” stage, giving sellers access to a broader audience and enabling early demand generation. The first Zillow Preview listings are expected to go live next month, offering priority placement in search results, enhanced visibility, and early engagement insights such as views, saves, and tour requests.

The move reflects a growing shift in real estate toward more transparent, data-driven, and consumer-centric marketing strategies. By opening access to listings before they officially hit the market, the collaboration enables sellers and agents to build momentum, refine pricing strategies, and optimize marketing plans using real-time engagement data. Importantly, Zillow Preview is designed to operate within local MLS frameworks, ensuring compliance while giving agents and homeowners flexibility in how they choose to market properties.

“We believe an open market serves consumers the best,” said Gary Keller, executive chairman and co-founder, KW. “Sellers should have the opportunity to reach the broadest pool of potential buyers if they choose to do so, because broad exposure generally benefits the homeowner.”

“Sellers should always retain the right to set the parameters around how their home is marketed,” said Keller. “Information, marketing plan, timing, showing rules, and offer management - those decisions belong to the homeowner.”

“Our job as professionals is to fully disclose and explain the options and let the seller decide,” said Keller.

“When shared with a national consumer portal, these listings stop being surfaced just for agents and private networks and are now available to everyone,” said Chris Czarnecki, CEO and president, KW.

“When sellers choose to market their property to the public before it officially hits the market, it can create energy and demand around their listing,” said Czarnecki. “Over time, more sellers may expect their agents to use coming soon-type marketing to build that early momentum. That's why we chose to roll this out with Zillow, the most visited consumer housing search portal in the country.”

“KW continues to lead with a commitment to both their affiliated agents and the consumers they serve,” said Jeremy Wacksman, CEO, Zillow Group. “Through Zillow Preview, they’re giving their affiliated agents the ability to bring listings to market sooner, build early momentum, and reach a broad audience without limiting access along the way.”

The partnership highlights how PropTech innovation is reshaping property marketing by combining digital platforms, early-stage data insights, and wider consumer access. As real estate platforms continue to evolve, pre-market visibility tools like Zillow Preview are expected to play a key role in enhancing transparency, accelerating transactions, and improving outcomes for both sellers and buyers.