
$RKT BTIG PORTAL WARS- Portal War II & Coming-Soon Listings How Big Could Coming Soon Opportunity Be? WHAT YOU SHOULD KNOW: Rocket's (RKT, Buy, $25 PT; Analyst: Eric Hagen) Redfin linked up w/Compass (COMP, Buy, $15 PT) & Zillow (ZG, Neutral) w/four top brokers in the race to secure exclusive deals for off-MLS "coming soon" listings. COMP opened a door for brokers to pre-market listings before they hit the MLS & the portals want access to those listings to plug any potential leakage & lock competitors out. How are we thinking about the scale of this coming-soon opportunity? 1. While an important shift in industry practices, our analysis suggests that the numbers involved are too small to impact estimates on either the portal or brokerage side of the ledger, 2. We pencil to an off-MLS potential of >250K listings which could net out to 10K-11K annual transactions, ~$150M of GCI & ~$50M of potential portal revenue, but those would be $ simply shifting from inside to outside the traditional MLS pathway, 3. We see greater fragmentation as a modest negative for ZG (deals = good coverage & limited revenue risk) & small plus for COMP (more control, but no visibility for off-MLS on #1 portal). ■ Background. COMP has been pushing for flexibility in how listings are marketed vs. industry rules requiring listings to be posted to the MLS within 24 hours. COMP sparked Portal War II after inking an exclusive deal to display off-MLS listings on Redfin w/leads flowing free to the listing agent. ZG struck back w/exclusive deals for coming soon listings from four top brokers. This has generated a lot of debate & is certainly important as a precedent, but our analysis suggests the # of listings & $ at stake are relatively small. ■ Off-MLS Listings. We estimate for-sale listings based on annualized existing home sales & an assumed delisting rate of ~25% (4.05M / 75% = 5.4M listings). COMP's off-MLS listings (Private Exclusive + Coming Soon) amount to ~30% of its total w/ coming soon at ~5%. In assessing industry potential, we focus on the latter. Putting COMP at low-teens (stand-alone 30% w/HOUS at 5%) & the rest at 5% would put potential coming soon listings at 250K-300K. The point being that 250k-300k of the 5M+ listings that were routed to ZG & Redfin by industry rules might now be up for grabs. We estimate that Redfin has locked up a low-teens % of that via COMP, while brokers aligned w/ZG are maybe high-teens leaving ~60% up for grabs. ■ How About $? Shifting listings from the traditional MLS tract to a new pathway wouldn't lead to net new home sales, but it could pull lead-gen revenue into a more competitive environment. The ZG exclusive deals would appear to be a means to combat leakage towards challengers like Redfin or CoStar's (CSGP, Buy, $60 PT) Homes.com. How much portal revenue could be up for grabs? If ~4% of those offMLS coming soon listings sell before hitting the MLS (based on COMP commentary), buyside GCI could be ~$150M. At a ~35% referral rate, that could translate to ~ $50M of portal revenue. ■ Bottom Line. We see greater flexibility around pre-MLS marketing as a slight negative for ZG. ZG has exclusive deals to capture a significant portion of coming soon listings, but we expect more fragmentation in the off-MLS landscape & ZG has agreed to cede unit economics to the listing agent. We say slight because the $ involved in all of that appear limited. More flexibility is a positive for COMP w/ZG's ban on private listing done, better portal visibility for listing agents & better leadgen economics. As w/ZG though, we characterize the positives as modest. What about CSGP's Homes.com? Homes.com hasn't secured any exclusive coming soon listing deals, so could be at a disadvantage. Note too that the Redfin-ZG deals give free visibility to listing agents in environments that historically monetized on the buyside vs. Homes.com's sellside model. All that said, we don't expect this shift in listings practices to materially impact '26-'27 estimates for ZG, COMP or CSGP
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