A New Study Says Private Listings Sell for More. Can ‘Premarketing’ Upend the Industry?

Thursday, March 26th, 2026

So-called “premarket” listings appear to be the next big trend for the industry. Zillow’s recent pivot to host what are essentially “Coming Soon” properties (and a mad rush by brokers to strike deals with the portal or other consumer platforms) was an overwhelming affirmation that real estate believes that, to some degree, limited marketing options…

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