This story originally appeared on Real Estate News.

The debate over private listings and pre-marketing in Washington state could soon reach a turning point if a bill requiring the public marketing of residential properties advances in the state legislature.

Washington Realtors is backing SB6091, a new draft bill aimed at curbing exclusive home marketing practices — while stopping short of mandating MLS participation. The trade group informed members of the effort on Jan. 9 in preparation for the start of Washington’s short legislative session this week. The organization shared the draft bill with Real Estate News and other media outlets on Jan. 12; Inman was first to report on the initiative. 

‘As consumer-friendly’ as possible

Ryan Beckett, Washington Realtors’ 2026 president, said the measure is designed to prioritize consumers rather than settle industry disputes over platforms or listing strategies. The draft bill would prohibit real estate brokers from marketing residential properties to a limited or exclusive group of buyers or brokers unless the property is also marketed publicly at the same time.

“The ultimate goal is being as consumer-friendly as humanly possible for anybody trying to buy or sell real property,” Beckett said of the effort. “When we keep having these conversations about private listing networks, we recognize that it really is at odds with that concept.”

Under the bill, brokers would still be free to use private listing networks or other selective marketing strategies — but only if the listing is also made available publicly “in some way, shape or form,” Beckett explained. 

“We’re not telling anybody they can’t use a private listing network, or that they can’t market their property the way they want to,” he said. “But if you do go forward with that particular strategy, you also have to make it available publicly.”

MLS entry not required: ‘We’re not giving parameters’ 

Unlike the National Association of Realtors’ Clear Cooperation Policy, the bill does not tie compliance to MLS rules or require brokers to include their listings in the MLS. Beckett emphasized that the language in the bill is intentionally platform-neutral. 

“Publicly marketing could be as simple as putting it on your website,” he said. “We’re not telling you you have to have it in the MLS. We’re not giving parameters other than saying it does need to be publicly available to the community.”

That flexibility means the bill would be less restrictive than Zillow’s listing access standards, which require broad public distribution of listings, or Northwest MLS’s policies prohibiting pre-marketing of listings and office exclusives. Those rules have put the two Washington state-based organizations at odds with brokerages in the “seller choice” camp — particularly Compass, which is suing both Zillow and NWMLS over their private listing policies.

A state effort with no industry partnerships involved  

Washington isn’t the first state to attempt to codify residential listing access in state law. 

Just last month, the Wisconsin legislature passed a bill requiring residential properties to be marketed “on one or more Internet platforms or websites accessible to the general public” within one business day of a signed listing agreement, unless the seller completes and signs a state-mandated disclosure form. The law is set to go into effect in January 2027.

A similar bill was introduced in Illinois last year — and in that case, Zillow was a key partner in the effort. But in Washington, Beckett said his organization deliberately avoided framing the bill as a response to specific companies or industry rivalries. 

“Zillow and Compass are both members of our organization,” he said. “We hate getting involved where members are being pitted against one another. We tried very, very hard to stay out of that completely.”

Transparency, consumer awareness key

Rather than taking a position on the existing private listings debate, Beckett said Washington Realtors is simply focused on transparency and access, and avoiding the “potential for problems,” such as the Fair Housing concerns frequently cited by private listing opponents.

“For us, that’s the big key — just making sure there’s enough transparency out there that consumers in the market are aware of what’s available,” Beckett said.

The legislation does include limited carve-outs for sellers with health, safety or confidentiality concerns, however, including in situations where medical issues would require limiting the number of people entering a home. Beckett said some of those exceptions already exist in state law, with others clarified in the new bill.

The bill has bipartisan support in both legislative chambers: In the Senate, sponsors include Sens. Marco Liias (D-21), Emily Alvarado (D-34), Chris Gildon (R-25), John Braun (R-20) and Jessica Bateman (D-22); in the House, the bill is sponsored by Reps. Strom Peterson (D-21) and April Connors (R-8), Washington Realtors told Real Estate News.

This story originally appeared on Real Estate News.

Could Google crush the “portal wars” once and for all?

A key Google partner is starting to display home listing details directly in search results, prompting some industry experts and analysts to question what impact the feature could have on the traffic — and financials — of major portal players like Zillow, Realtor.com and others.

A ‘controlled experiment’: In some markets, Google’s data partner HouseCanary and its IDX site ComeHome are beginning to experiment with placing home listings at the top of Google search results, complete with basic details, price, images and a “Request a tour” button. According to HouseCanary, the company is licensed in all 50 states and in Washington, D.C., as a full-service brokerage. 

Real estate consultant and analyst Mike DelPrete was the first to report on the pilot listing initiative. 

HouseCanary offered some insight into the “controlled experiment” via an announcement on LinkedIn this week, suggesting that the company and Google “are innovating” and “pushing into new territory” with the effort.

“Before this test started, we contacted and notified every MLS in the regions included. We are working with those MLSs directly and we have active, ongoing communication with them throughout the test. If an MLS has questions or concerns, we address them directly and promptly,” the announcement reads. 

“The goal is simple: improve how consumers discover listings while staying aligned with the rules and expectations of the MLS community. We are excited about what we are building with Google, and we are equally committed to doing it the right way with the MLSs and other stakeholders. We will continue to communicate directly with the MLSs involved and respond quickly to any concerns.”

Impacts of previous search shifts: The move to incorporate home listing information into Google comes over a year after the search giant started integrating AI summaries directly into the top of search results. A July Pew Research Center study found that web users were less likely to click into other pages — such as news media and other outlets that had long depended on traffic as a metric for determining revenue — since Google incorporated AI summaries.

Some major mainstream news sites have seen traffic drop upwards of 30-40% year-over-year partially thanks to AI summaries, NPR reported in July. 

What analysts are saying: There may already be concern about what kind of impact home listing summaries on Google pages could have on the top portals. As the leader in home search, Zillow would be the site with the most to lose. At the time of publishing this story, Zillow’s share price has dropped more than 8% since the opening bell on Dec. 15. 

But some analysts say the concerns may be exaggerated.

“While we don’t expect a direct near-term impact on Zillow’s business, given that most of Zillow’s traffic is direct (e.g., Zillow.com, StreetEasy.com, mobile apps) and Google’s new product is currently limited to select markets and mobile browsers, we view this development as a long-term risk for real estate portals like Zillow,” Goldman Sachs analyst Michael Ng wrote in a recent note to clients, CNBC reports.

Piper Sandler called the concerns “overblown,” and analysts with Oppenheimer and Wells Fargo also appeared to be less concerned about immediate impacts on Zillow’s traffic and revenue. Instead, they suggest that the experiment may simply present a new opportunity for Google to generate more revenue.

Wells Fargo analyst Alec Brondolo sees “Zillow, Homes.com, Realtor.com, etc. bidding for home listing ad units rather than Google attempting to monetize directly with an ad product sold to agents,” CNBC reported. 

In a blog post, Victor Lund, managing partner of real estate consulting firm WAV Group, highlighted some issues with the pilot and suggested it could overstep existing norms and standards with the IDX protocol. 

“IDX was never designed to allow listings to be turned into paid media inventory on global ad networks. If this practice stands, it redefines IDX from a display-based cooperation agreement into an advertising license, something neither MLSs nor brokers have agreed to,” Lund wrote.

Real Estate News has reached out to HouseCanary for more details on the scope and scale of the experiment and to Zillow for comment on the new Google feature.