Since launching about 25 years ago, @properties Christie’s International Real Estate has operated under a clear philosophy: every home is unique, and every client deserves a personalized strategy. That belief—combined with a drive for innovation—is what helped grow a small, independent firm into one of the most respected residential brokerages, with over 3,200 agents and a track record of delivering results.
We’ve always believed that sellers deserve options. That’s why we’re speaking out against proposed legislation in Springfield that would eliminate one of the most effective tools available to Illinois homeowners: the ability to choose how and when to market their property.
A Mandate That Limits Sellers
The bill in question would require all residential listings in Illinois to be posted on the MLS and syndicated to public real estate websites—such as Zillow—within one business day of signing a listing agreement.
While this may sound like a push for transparency, in practice, it strips sellers of flexibility. It eliminates proven, seller-focused strategies like “Coming Soon” campaigns or the use of Private Listing Networks (PLNs), both of which can be critical tools for building demand and maximizing price.
Real estate isn’t a one-size-fits-all transaction. A home sale is a deeply personal, and the process needs to reflect that. Whether a seller is preparing a property for showings, making updates, or simply not ready to go fully public, they deserve the ability to time the launch of their listing in a way that works for their needs—not a mandate built around someone else’s business model.
Who Really Benefits?
It’s important to understand who stands to gain from this bill, it’s not home sellers.
The real driver behind this legislation is Zillow—a $16 billion tech company that generates revenue by aggregating listings and selling advertising and buyer leads to agents. Zillow doesn’t list or sell homes; it profits when more listings hit its platform, faster. If sellers use alternative strategies—like marketing a home privately before going public—Zillow’s ad inventory and web traffic take a hit.
Earlier this year, when the National Association of Realtors introduced a policy that allowed limited off-MLS marketing, Zillow immediately announced it would penalize agents and brokerages who delayed syndicating listings—even when it benefited the client.
This is not about improving outcomes for sellers. It’s about protecting a platform’s revenue stream.
What the Data Really Shows
Locally, the data tells a different story than what Zillow wants you to believe.
According to a 2024 study from Midwest Real Estate Data (MRED)—the MLS that serves Chicagoland and the surrounding counties including northern Illinois, southern Wisconsin, and northwest Indiana—homes marketed first through MRED’s Private Listing Network (PLN) performed significantly better than homes listed publicly from day one:
- Sold 55% faster
- Achieved 97.5% of list price, compared to 95.4% for public listings
- Spent less time on-market, helping maintain buyer urgency and value perception
These numbers reinforce what we’ve seen through @properties’ “Private-to-Prominent” strategy. This approach begins with off-market exposure, allowing time to prepare the home, build demand, and refine pricing—then transitioning into a fully public launch.
Why It Works — Especially in the North Shore
The North Shore market—spanning communities like Winnetka, Northbrook, Glencoe, Glenview, Highland Park, Deerfield, and Lake Forest—is highly competitive and deeply nuanced. No two homes are alike, and timing matters. Here's how a flexible marketing approach directly benefits sellers in our local market:
1. Inventory is Tight
While home values are strong across the North Shore, listing activity is still well below historic levels. For example, May 2025 inventory levels in suburbs like Glencoe and Wilmette were down year-over-year, even as buyer demand remained high. When inventory is low, strategic pre-marketing can create urgency—and lead to stronger, faster offers.
2. Prices Are Rising, But Precision Matters
Home prices across the North Shore have seen year-over-year increases of 10% to nearly 20%, depending on the suburb. That means sellers have more equity—but it also means pricing correctly from day one is critical. A short private marketing period allows us to gauge buyer interest and fine-tune the list price without accumulating days on-market.
3. Sellers Deserve Discretion and Control
Whether preparing the home, staging, finalizing details, or simply wanting to avoid public exposure too early, many sellers appreciate the privacy of an initial off-MLS period. It allows them to enter the market with confidence, not pressure.
4. It Encourages Stronger Offers
We've seen repeatedly that private listing phases can generate pre-market interest and even multiple offers—especially in these high-demand North Shore communities. A well-planned public launch, following a private phase, can amplify momentum and deliver maximum value.
5. It Works for Complex, High-Value Listings
Luxury properties and homes with unique features often benefit from more tailored marketing plans. A blanket public listing requirement ignores the real needs of these sellers—and can undermine value in situations that require a more bespoke approach.
What Would Change Under the Bill
If this legislation passes, sellers will lose the ability to:
- Use private networks or “Coming Soon” strategies
- Control the timing of their public listing
- Fine-tune pricing or staging based on live market feedback
- Avoid accumulating public days on-market while preparing the home
Instead, every listing would be forced onto the MLS and across syndicated websites—like Zillow—within one business day of a signed agreement. This may benefit tech platforms and their advertising models, but it strips away one of the most effective tools in the modern real estate playbook.
This Isn’t About Transparency. It’s About Control.
Illinois homeowners should not have to give up choice in order to satisfy the business interests of out-of-state tech companies. @properties Christies believes in giving sellers options with strategies grounded in data, designed for results, and tailored for each client.
We don’t believe in a one-size-fits-all approach—and our results across all of the Chicagoland and the markets we do business prove that flexibility, strategy, and innovation win.
What Sellers Can Do
If you're considering selling your home in the North Shore or anywhere, here’s what you should know:
- You currently have the option to market privately before going public.
- This option allows for better pricing, better timing, and better results.
- That flexibility is now at risk.
We encourage homeowners to speak up—and speak with experienced agents—about how this proposed legislation could impact their home sale.
If you're curious about how our Private-to-Prominent strategy could work for your home, let’s connect. We'll walk through the process, your goals, and whether this tailored approach is the right fit.
Your home deserves more than just a listing—it deserves a strategy.
