Over the last few weeks, many consumers have heard about the dispute between Zillow and MRED (Midwest Real Estate Data) involving private listings.
For many areas of the country, this may not seem like a major issue.
But here in Champaign County, it matters quite a bit.
That’s because our local market has historically used the MLS private network very differently than many other parts of Illinois.
In fact, according to MRED data from recent years, private-network listings have represented a dramatically larger share of local listings here compared to statewide averages.
And for many local REALTORS®, the private network is not about hiding listings from buyers.
It’s about preparing the home properly before the official public launch.
Quick Take
In Champaign County, many homes begin in the MLS private network before launching publicly. I support using the private network as a short preparation phase — but I also believe sellers typically benefit most once the home is fully visible to the public and buyers gain equal access at the same time.
What Is the “Private Network”?
Within MRED, listings can initially be placed into a private network status before becoming publicly active.
While in the private network, listings are visible to REALTORS® within the MLS, but they are not syndicated out to public websites like Zillow, Realtor.com, Homes.com, or Redfin.
Think of it as a preparation phase before the official launch.
In Champaign County, many agents use this period to:
- finalize photography,
- complete staging,
- finish repairs or cleaning,
- prepare marketing materials,
- coordinate timing,
- and build a stronger launch strategy before the property hits the open market.
In many cases, homes only remain in the private network briefly before going fully active publicly.
Champaign County Uses the Private Network Very Differently Than the Rest of Illinois
According to MRED data from 2022–2024, private-network listings represented roughly 50–62% of closed listings in Champaign County, compared to approximately 19–23% statewide in Illinois.
That is a substantial difference.
This is one reason the Zillow/MRED debate attracted so much attention locally. Policies affecting private listings have a much larger impact in Champaign County than they do in many other Illinois markets.
This is not a niche strategy locally.
For many agents, using the private network has become a normal part of preparing and launching listings strategically.
Why Some Agents Like the Private Network
Source: MRED data.
There are legitimate reasons many REALTORS® appreciate having a private-network option available.
A short preparation period can allow sellers to:
- avoid rushing to market before the home is fully ready,
- coordinate photography and staging,
- create stronger marketing,
- prepare for showings,
- and launch more strategically.
Personally, I understand and support using the private network as a short “ramp-up” phase before a listing officially launches publicly.
Thoughtful preparation matters.
Professional photography, staging, pricing strategy, marketing coordination, and timing all contribute to a stronger first impression when the listing officially hits the market.
And first impressions matter tremendously in real estate.
My Personal Philosophy on Showings During the Private-Network Phase
That said, I also believe there is an important distinction between:
- using the private network for preparation,
and - actively marketing and showing a home before it becomes publicly available.
Personally, I prefer that showings begin once the property is fully active on the public market.
Why?
Because I believe sellers generally benefit most when the property has maximum visibility and exposure from the start.
When buyers all gain access to the property at roughly the same time, it creates a more transparent and competitive environment.
In my opinion, the strongest launches happen when:
- the property is fully prepared,
- the marketing is complete,
- the listing is publicly visible everywhere,
- and buyers have equal access once the home officially launches.
Why Zillow Became Such a Major Concern
Last summer, many agents became concerned about Zillow’s approach to listings that were marketed publicly while still in the private network.
Examples included:
- placing a “coming soon” sign in the yard,
- publicly advertising the property,
- or allowing showings before the listing officially became publicly active in the MLS.
The concern was that Zillow could potentially refuse to display those listings once they later became active publicly.
And in some situations, agents were told the issue could continue even if the seller changed agents within the same brokerage.
And because private-network usage is so common in Champaign County, this issue had the potential to impact a very large number of local listings.
Why the MRED Lawsuit Matters
The legal dispute between MRED and Zillow appears to center around whether Zillow can selectively exclude certain listings while still maintaining access to MRED data feeds.
Based on the lawsuit and recent developments, it appears Zillow may no longer be able to selectively exclude certain listings if it wants continued access to MRED data.
That is important for both agents and consumers.
It also highlights something many buyers and sellers never realize:
how a property is introduced to the market can directly affect visibility, exposure, buyer competition, and overall strategy.There Is No One-Size-Fits-All Approach
At the end of the day, there is no universal “right” strategy.
Some sellers may benefit from a short private-network preparation period before launch. Others may prefer immediate public exposure from day one.
The most important thing is understanding:
- how your listing will be marketed,
- when showings will begin,
- where your home will appear online,
- and what strategy best aligns with your goals.
The recent Zillow/MRED debate has sparked an important conversation within the real estate industry.
And here in Champaign County, it matters more than many people outside our market may realize because the private network has long played a much larger role locally than it does in many other parts of the state.
Final Thoughts
The conversation surrounding private listings, Zillow, and MRED has highlighted just how much real estate strategies can vary from one market to another.
Here in Champaign County, the private network has long been used as part of the listing preparation process for many REALTORS® and sellers. In many cases, it serves as a short ramp-up period before a property officially launches publicly.
At the same time, I also believe sellers generally benefit from broad market visibility and equal buyer access once a home is truly ready for showings.
Like many things in real estate, the best approach depends on the property, the seller’s goals, timing, and overall strategy.
What matters most is that consumers understand how their home will be marketed, where it will appear online, and how different listing strategies may impact visibility and buyer exposure.
As the industry continues evolving, these conversations will likely continue — especially in markets like Champaign County where the private network has historically played a much larger role than many people realize.
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About the Author:
Jayme Ahlden is a REALTOR® Broker with Coldwell Banker Real Estate Group, serving Mahomet, Champaign, Urbana, Savoy, and surrounding Central Illinois communities. Jayme focuses on education-first guidance and helping clients navigate complex real estate decisions with clarity and confidence.
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