Over the last decade, I’ve had the privilege of working in real estate across Greater Boston, and I can confidently say that the past two years have been some of the most disruptive our industry has ever seen. From the decoupling of commissions to a national spotlight on broker fees, being an agent today is more complex and challenging than ever before. This quick article explores the impact of Zillow’s MLS listing policy on rentals.
One change that’s starting to fly under the radar—but could have a sweeping impact—is Zillow’s updated listing policy, which now requires all properties for sale to be listed via MLS (Multiple Listing Service) in order to appear on their platform. While this move is largely framed around buying and selling, I believe it sets a tone that could very well extend into the rental market—and that’s where I see the biggest shake-up coming.
In leasing, this type of shift would be significant. MLS listings typically require either an exclusive agreement with the broker or a signed listing agreement that allows for “entry only” listings. Many landlords in Boston opt for open listings, meaning they don’t grant exclusivity to any one brokerage. Instead, multiple agents race to fill the same unit, often posting duplicate listings across platforms.
Over the years, I’ve seen this become standard practice. In an effort to get their version of the listing seen first, agents change apartment numbers or use neighboring addresses—techniques that are not only misleading but create confusion for renters. These duplications flood the market with clutter and ultimately erode trust in the platforms we use to connect renters with homes.
Why does this happen? In large part, it comes down to the lack of co-broking.
Co-broking—when two brokerages split a commission, typically between a listing agent and a tenant’s agent—is an industry standard in many other real estate sectors. But in leasing, it’s too often avoided. Many landlords tell me they avoid exclusive agreements because agencies resist co-broking. The result is fractured communication, limited listing exposure, and ultimately a longer time to lease.
This leads to my biggest concern: without MLS, and without a willingness to co-broke, landlords are missing out on the exposure that syndication provides. MLS has built powerful partnerships across the digital listing ecosystem, giving properties far greater reach. Agents who refuse to collaborate limit a landlord’s access to serious, qualified tenants—and in doing so, they increase the likelihood of vacancy.
From my experience, exclusivity has proven time and time again to deliver the best results. When an agent has a trusted, exclusive relationship with a landlord, they’re more likely to treat the listing with care, maintain accuracy in marketing, and deeply understand the nuances of the property. But exclusivity must come with the understanding that co-broking is essential. Otherwise, renters are prevented from working with the agents they trust, and landlords unknowingly suffer as a result.
Why should landlords and tenants care?
We have dozens of clients right now looking for homes in Watertown, Waltham, Newton, Arlington, Boston, and Belmont—but we’re limited in the inventory we can show them because of limited access. These renters are frustrated by fake or outdated listings and forced to build new relationships from scratch every time an agent refuses to collaborate. If you’re a landlord, imagine discovering that the agent you hired is turning away interested renters simply because they won’t co-broke. That’s not just a missed opportunity—it’s a missed lease.
I started Zenith Residential Properties with a mission to educate consumers and help people find great homes. That mission still drives everything we do. I support greater transparency and accessibility in our industry, because my value—and the value of our firm—is rooted in the knowledge we share, the deals we uncover, and the trust we build.
If Zillow’s move prompts more landlords and agents to use MLS, and if it encourages more cooperation among brokerages, then we all benefit. The rental process becomes more honest, more efficient, and more effective—for landlords, for agents, and most importantly, for renters. All in all, the impact of Zillow’s MLS listing policy on rentals could be great!
Together, we can make the housing search simpler, clearer, and better for everyone.