The Power of Choice: How Consumers Are Reshaping the Home Search Experience
For years, home sellers had only one primary option when listing their property: submit it to the Multiple Listing Service (MLS) immediately for maximum exposure. But thanks to a new policy from the National Association of REALTORS® (NAR), sellers now have an additional choice—delaying public marketing while still benefiting from MLS cooperation.
Search Million Dollar Homes For Sale at Lake of the Ozarks
This change, introduced in the Multiple Listing Options for Sellers policy statement, is a significant update to NAR’s Clear Cooperation Policy (CCP) and provides much-needed flexibility in how homes are marketed. But it’s also part of a larger shift in consumer behavior—one where choice trumps convenience, and exclusivity becomes more valuable than ubiquity.
Consumers Prefer Choice—Even If It Means More Inconvenience
Today’s buyers are no longer satisfied with a one-size-fits-all approach to home shopping. Just as consumers willingly subscribe to multiple streaming services (Netflix, Hulu, Max, etc.) and juggle different logins to access the content they want, they’re also embracing the idea of engaging with multiple brokerages to unlock a wider, more diverse selection of homes.
The days of relying solely on Zillow or Realtor.com for listings are numbered (Say Goodbye to a lot of Listings on Zillow and Redfin). Buyers are realizing that lead aggregators only show them the leftovers—homes that have already been exposed to the masses, often sitting on the market longer than desired. Browsing Zillow will soon feel like shopping in the clearance section, where the best inventory was picked over long ago.
The Rise of Exclusive and Delayed-Exposure Listings
With NAR’s new policy, sellers can now opt for delayed MLS entry, allowing their agent to quietly market the home to a select network of buyers before it hits the public feed. This creates a VIP-style home search experience—one where serious buyers gain access to off-market or pre-MLS opportunities by working directly with local brokerages.
For buyers, this means:
- First look at premium inventory before it’s picked over by the masses.
- Less competition in the early stages of a listing.
- More personalized service from agents who control exclusive access.
For sellers, delayed marketing means:
- Testing the market discreetly without the pressure of days-on-market counters.
- Attracting serious buyers through targeted outreach rather than Zillow’s algorithm.
- Maintaining negotiation leverage by avoiding the "stale listing" stigma.
- The Decline of the Zillow Monopoly
- Zillow’s dominance was built on the assumption that consumers wanted a single, centralized hub for listings. But just as cord-cutters rejected cable bundles in favor of à la carte streaming, today’s buyers are rejecting the idea that one portal should control their home search.
Instead, they’re turning to:
- Local brokerages with pocket listings and off-market deals.
- Private networks where high-quality inventory is shared before public release.
- Agents with hyperlocal expertise instead of Zillow’s lead-driven ad model.
What’s Changing?
Under the new policy, sellers can now opt for a “delayed marketing exempt listing.” This means:
Sellers choose. They can instruct their agent to delay public marketing through Internet Data Exchange (IDX) and syndication for a set period while still listing the property in the MLS. MLSs set the delay window. Local MLSs (not NAR) will determine how long the delay period can last, allowing for regional market adaptability.
Signed disclosure required. Listing agents must secure informed consent from sellers, ensuring they understand the trade-offs of delaying public marketing.
MLS visibility remains. While public syndication is delayed, other agents and brokers in the MLS can still see the listing and share it with potential buyers.
This new option differs from an “office exclusive” listing (which keeps a property entirely off the MLS) by allowing sellers to maintain MLS cooperation while controlling when their home appears on public-facing platforms like Zillow or Realtor.com.
Why This Matters for Consumers
Previously, sellers who wanted MLS benefits had to accept immediate public marketing—limiting their ability to test different sales strategies. Now, they have more control:
- Privacy & exclusivity. Some sellers prefer a quieter approach before a full public launch, allowing for pre-market showings to select buyers.
- Strategic marketing. Agents can use this time to build interest through private networks or targeted outreach before broader exposure.
- Fair housing & transparency. Even with delayed public marketing, the listing is still visible to MLS participants, ensuring fair access for buyers and their agents.
Implementation Timeline
The policy is effective immediately, but MLSs have until September 30, 2025, to adopt the changes. This gives local markets time to gather broker input and adjust their systems accordingly.
How Dennis Newberry Leverages Off-Market Strategies to Benefit Buyers & Sellers in Lake Ozark
As both the Mayor of Lake Ozark and one of the region’s most prominent luxury real estate brokers, Dennis Newberry has cultivated an unparalleled network of high-net-worth buyers, sellers, and investors. One of the most powerful tools he utilizes to serve his clients is the off-market (or delayed marketing) strategy, which allows properties to be sold—or exclusively shopped—before ever hitting the MLS. This approach provides distinct advantages for both buyers and sellers in Lake Ozark’s competitive luxury market.
Benefits for Sellers
- Targeted Marketing to Qualified Buyers – Instead of a broad MLS listing, Dennis leverages his extensive sphere of influence, including investors, developers, and luxury buyers actively seeking opportunities. This ensures only serious, pre-vetted buyers see the property.
- Testing the Market Without Commitment – Sellers can gauge interest and pricing feedback before officially listing. If the right offer comes through quickly, they can sell efficiently without the hassle of a prolonged public listing.
- Avoiding "Stale Listing" Stigma – If a property lingers on the MLS, buyers may assume there’s an issue. Off-market sales eliminate this risk by keeping negotiations private until a deal is secured.
Benefits for Buyers
- First Access to Premium Listings – Dennis’s deep connections mean his buyers get exclusive previews of luxury homes, waterfront estates, and investment opportunities before they hit the open market.
- Less Competition & Better Negotiation – Without multiple buyers bidding publicly, purchasers can often secure better terms and avoid bidding wars.
- Off-Market Opportunities in a Low-Inventory Market – In Lake Ozark’s competitive luxury sector, the best properties sometimes sell quietly. Buyers working with Dennis gain an insider advantage.
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How Dennis Newberry’s Unique Position Enhances This Strategy
- Political & Business Network – As mayor, Dennis has relationships with key stakeholders, developers, and affluent residents who trust him with confidential transactions.
- Luxury Market Expertise – His reputation as a top broker ensures that both buyers and sellers take off-market opportunities seriously.
- Local Market Mastery – He understands Lake Ozark’s nuances—waterfront values, zoning laws, and investment potential—allowing him to position off-market deals strategically.
The Future of Home Search is Fragmented—And That’s a Good Thing
The old way—flooding the MLS immediately and hoping Zillow’s algorithms favor the listing—is no longer the only path. Consumers have spoken: They want options, even if it means more effort.
The next generation of homebuyers won’t settle for Zillow’s leftovers. They’ll seek out the agents and brokerages that offer exclusive access, personalized service, and a curated selection of homes—not just another algorithm-fed listing feed.
And with NAR’s policy change empowering sellers to take control of their marketing timeline, the balance of power is shifting away from aggregators and back to local expertise, relationships, and choice.
Interested in how this affects your home sale? Consult with Dennis Newberry, REALTOR® to explore the best marketing strategy for your needs.
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