Zillow has introduced a new feature called Zillow Preview, allowing sellers to display their home on Zillow before it officially goes active on the market.
At first glance, it sounds like a win: more exposure, more visibility, and more potential buyers. But like most real estate strategies, the impact depends entirely on how it’s used.
What Is Zillow Preview?
Zillow Preview is essentially a public “coming soon” phase. Your home appears on Zillow, buyers can view and save it, and it begins generating interest before it goes active on the market.
The Benefits of Zillow Preview
For some sellers, this early exposure can be powerful.
- Builds demand before launch: Anticipation grows when buyers can start tracking your home before it hits the market
- Increases visibility: your home reaches a larger audience earlier in the process
- Provides early feedback: engagement (saves + views) can help guide pricing and strategy
The Potential Downsides
However, there are tradeoffs sellers should understand.
- Loss of urgency: The first few days on market are often the most active. Early exposure can dilute that impact.
- Perception of time on market: Even if it's technically "pre-market", buyers may feel like the home has been sitting
- Less control over launch timing: A strong listing launch is often carefully orchestrated. Preview can disrupt that flow if we're not ahead of it.
Should You Use Zillow Preview?
The answer depends on your goals. It may make sense if your home is unique and needs more time to attract the right buyer, if your timing is flexible, or if you want to test pricing and gauge demand. But it may not be the best strategy if your home is turnkey, in a highly desirable neighborhood, or you want to create a sense of urgency.
Final Thoughts
Zillow Preview isn't inherently 'good' or 'bad', it's a tool, and like any tool in real estate, it needs to be used strategically.
If you're considering selling, understanding how to position your home from day one can make a meaningful difference in your outcome.
If you're curious what strategy would work best for you and your home, reach out and we can explore your options.
Rachel Ross, REALTOR
rachel@lanternhomegroup.com
303-495-0081
