When you list your home with the Palermo Properties Team at Compass in the Bay Area, we prioritize the Multiple Listing Service (MLS), which then distributes your listing to major aggregate sites like Zillow, Homes.com, and Redfin. This ensures maximum exposure while maintaining control over your listing’s presentation. However, selling your home for top dollar requires more than just portal visibility.
At Palermo Properties, we’ve been using Compass’ proven 3-phase marketing plan for years—ever since Compass introduced Private Exclusives and our local MLS rolled out Members Only listings.
Our strategy maximizes visibility, ensures optimal pricing, and avoids unnecessary days on market, all while adhering to the rules of our MLS, not Zillow’s demands.
Zillow recently announced they want to ban listings from their portal if they appear on our MLS Members Only for more than one day. As Palermo Properties agents, we pay dues and follow the regulations of our local MLS—because that’s what our sellers expect. Our clients hire us to amplify their home’s exposure, secure the right price, and protect their property’s market perception. Zillow’s focus? Generating buyer leads to sell to agents, not prioritizing your home’s success.
Portals Don’t Sell Bay Area Homes—Palermo Properties Does
Despite Zillow’s traffic, only 3% of home sales nationwide start with a Zillow agent. In the Bay Area, where relationships and local expertise drive transactions, the vast majority of sales come through trusted agents like the Palermo Properties team. We know neighborhoods from Palo Alto to San Francisco inside out, and we don’t rely on portals to find homes for our clients. Instead, we use our MLS, Compass’ cutting-edge technology, and our extensive network to connect buyers with your property.
Zillow’s own data confirms they contribute to only a fraction of transactions, even in hot markets like ours. The lesson? Portal views don’t guarantee results—strategic representation does.
Zillow’s Priorities Aren’t Aligned with Bay Area Sellers
Zillow trains its Premier Agents to redirect buyers away from your listing, even if it’s the home they inquired about. Their aim is to convert leads, often steering buyers to other properties. Meanwhile, your Bay Area home could linger online, racking up days on market or showing price reductions that raise red flags for savvy buyers.
How Public Listings Can Undermine Your Bay Area Home’s Value
When your home hits Zillow or similar portals via MLS distribution, it faces immediate challenges:
• Visible price drops and days on market signal desperation to Bay Area buyers, who are quick to notice.
• Automated valuations like Zestimates often undervalue unique features—like your remodeled kitchen or stunning Bay views—encouraging lowball offers.
• Negative insights, such as overstated climate risks or misleading walk scores, can deter buyers unfamiliar with your micro-neighborhood.
• Outdated or incorrect data misrepresents your home, confusing potential buyers.
• Missed opportunities arise when buyers are funneled to lead-buying agents instead of Palermo Properties, who know your home’s value best.
Portals treat your home like a commodity, not the carefully curated property it is.
Palermo Properties’ Compass 3-Phase Marketing Strategy: Built for the Bay Area
At Palermo Properties, we’ve perfected Compass’ 3-phase marketing plan to sell Bay Area homes smarter, protecting your value at every step. Here’s how we do it:
Phase 1: Compass Private Exclusive
We discreetly test your price among top Bay Area agents via Compass’ exclusive network and our MLS Members Only platform. This keeps your listing off public portals, avoiding early scrutiny or days on market while gauging real demand.
Phase 2: Compass Coming Soon
We build buzz with targeted exposure to Compass’ vast buyer pool and our local network, creating early interest before going fully public. This is especially effective in competitive markets like Silicon Valley or Marin County.
Phase 3: Public Listing
Only after validating pricing and interest do we launch your home on the MLS, which then syndicates to portals like Zillow, Homes.com, and Redfin—on your terms, with momentum already in place. We ensure your listing shines across all platforms, from our MLS to Compass’ sleek marketing tools.
Proven Results in the Bay Area
Homes sold through Palermo Properties’ 3-phase strategy:
• Sell for 2.9% higher than comparable listings.
• Go under contract 20% faster, critical in the fast-paced Bay Area market.
• Are 30% less likely to require price drops, preserving your home’s perceived value.
These aren’t just numbers—they’re the outcomes our clients in places like Menlo Park, Oakland, and San Francisco have come to expect.
Why Palermo Properties Stands Firm
Zillow’s push to limit MLS Members Only listings disregards the value of our local MLS system and the trust our sellers place in us. At Palermo Properties, we’re committed to putting your home first, using Compass’ innovative tools and our deep Bay Area expertise to deliver results. Ready to sell your home the right way? Contact Palermo Properties today to see how our 3-phase strategy can work for you.
-By Mark Palermo, President-Palermo Properties Team
