If you haven’t heard of “Clear Cooperation,” you’re not alone. In fact, unless you’re in the real estate trenches, this might sound like the title of the next Tom Clancy novel. But stay with us—because a behind-the-scenes battle is starting to shape how homes are sold right here in Collingswood, Haddon Township, and across South Jersey. And yes, it could ab- solutely impact your bottom line when it’s time to sell.
So, what is Clear Cooperation? In simple terms, it’s a rule from the National Associ- ation of REALTORS® that says if a listing is being marketed—say through websites, social media, emails, flyers—it needs to be put on the Multiple Listing Service (MLS) within one business day. The MLS is where homes are shared openly with all REALTORS® and, by extension, buyers. No secret home sales, no “you’ve gotta know a guy” exclusivity.
This sounds fair, right? But actually not everyone thinks so. Some real estate brokerages, particularly those who specialize in “exclusive” or “pocket” listings, aren’t thrilled. They argue that making a thing exclusive can make it more desirable, leading to bet- ter outcomes for a seller. They’re also fighting for the right to share their listings with their buyers and their buyers only (and then if that fails, they can hit the open market as a backup).
But now big players like Zillow and Redfin are calling foul on this activity; they say it hinders transparency in the market.
BLOCKING BUYERS? NOT ON THEIR WATCH
Last month, Zillow in particular made headlines by aligning fully with Clear Coop- eration. Their stance is simple: if a property is being marketed, it should be available to every- one publicly. No exceptions. In fact they went one step further by saying if a home is withheld from the MLS longer than 24 hours, Zillow will block the listing from their site.
With Zillow as the #1 home search site in the country, this might look like corporate muscle-flexing. But we see it differently—we see Clear Cooperation as a win for buyers and sellers alike. Here’s why The JFKLiving Team agrees with Zillow on this one:
1. Homes take longer to sell when pre-marketed privately.
Data from this region’s MLS, Bright-MLS, shows that homes listed as “office exclusives” often take about two weeks longer to sell than those publicly listed straightaway. In today’s fast- paced market—where we see multiple offers in the first weekend—those two weeks matter. Time is money, and for sellers, delayed offers can mean losing out on peak market activity. (Not to mention, longer Days On Market can be off-putting to potential buyers, who see the increased number and think “What’s wrong with this home?”.
2. Almost all office exclusives end up on the MLS anyway.
Here’s the twist: nearly 90% of these “exclusive” listings actually end up hitting the MLS because they sit, and don’t sell off-market. Sellers could be missing valuable early exposure and momentum by not listing publicly from day one.
3. Withholding listings limits buy- ers’ access—which hurts sellers too.
When inventory is tight (and let’s face it, it always feels tight in our local market), buyers need every available option. By keeping listings hidden in private circles, sellers risk missing out on qualified, motivated buyers. Fewer eyes on your home can lead to fewer offers—and ultimately, less money on the table.
OPPORTUNITY, NOT EXCLUSIVITY
At The JFKLiving Team, we believe that your home should be viewed by the masses (and it takes a really unique situation for us to recommend an off- market exclusive for your home sale). When more buyers can see your prop- erty, competition increases, and that’s how you drive up offers and sell faster.
Office exclusives sound glamorous, but the reality is often the opposite. Limited ex- posure rarely helps sellers maximize their home’s potential. Meanwhile, buyers are left frustrated by a market that feels arti- ficially slim.
While some may see Zillow and Redfin’s stance as self-serving (and let’s be honest, there’s probably some of that, too), the net effect favors transparency. The more list- ings that hit the MLS upfront, the better it is for both sides of the deal.
So if you’re thinking about selling your home and someone suggests keeping it “exclusive”, just remember—you could be playing hide-and-seek with serious buyers. And in this market, that’s a game you prob- ably don’t want to play. — 08108
If you want to chat about the smartest way to get your home sold in the current market, you can reach The JFKLiving Team at concierge@jfkliving.com or calling 609-739- 8314. We’re happy to help—no secret handshakes required.
