In a significant move that is sending ripples throughout New York City’s real estate community, StreetEasy has announced that it will restrict access to several of its key marketing and lead generation programs for agents found publicly promoting private listings to selective groups of clients. The decision marks an escalation in the platform’s ongoing battle against the rise of so called “whisper listings” or “private exclusives,” which have become increasingly common in competitive markets.
Effective immediately, agents who market private listings—properties not listed on the open market but offered selectively to pre screened clients—may lose access to StreetEasy Experts, StreetEasy Concierge, and Zillow Premier Agent within New York City. These programs offer powerful tools for agents to connect with high intent buyers, generate leads, and boost their visibility across Zillow’s extensive online ecosystem. Losing access represents a serious disadvantage for agents who rely on these platforms for business growth.
StreetEasy’s parent company, Zillow, made the announcement earlier this week, citing concerns about transparency and fairness in the city’s real estate market. The platform has long positioned itself as a proponent of open listings, where all buyers and sellers have equal access to market opportunities. The rise of private listings, according to StreetEasy, undermines that transparency by allowing some agents and clients to operate outside the broader marketplace.
Private listings have surged in popularity in recent years, particularly among high end sellers seeking discretion or exclusivity. Real estate brokerages have increasingly turned to in house or off market deals to create a competitive edge, especially in markets with low inventory. But critics argue the practice limits exposure for sellers, reduces competition among buyers, and creates an uneven playing field.
By implementing these new restrictions, StreetEasy is drawing a firm line in the sand. The company is effectively requiring agents to choose between promoting off market exclusives and maintaining access to one of the city’s most widely used digital platforms for real estate marketing.
For New York agents, the policy shift could have major implications. StreetEasy is a dominant force in the city’s residential market, and its tools have become essential for many brokerages. The loss of access to lead generation and visibility tools could significantly impact an agent’s ability to compete, particularly in a market as fast paced and fiercely competitive as New York.
The move is already drawing strong reactions from industry professionals. Some agents argue that the new rules are overly punitive and fail to recognize the legitimate business reasons behind private listings. Others see it as a necessary step toward restoring a more open and equitable marketplace for buyers and sellers alike.
As the dust settles, one thing is clear: StreetEasy’s decision has raised the stakes in the ongoing debate over transparency and exclusivity in real estate. With New York’s market always evolving, the industry will be watching closely to see how agents and brokerages adapt to this new enforcement approach and whether other platforms follow suit.