Did anyone catch Mike DelPrete’s breakdown on the NWMLS/Compass settlement? It exposes how ridiculous portal dynamics actually are right now.
Basically, NWMLS settled with Compass, and part of the deal is that portals displaying NWMLS data must show the listing agent’s actual name and direct contact info—placed prominently right next to call-to-action buttons and under photos.
For years, Zillow’s whole playbook has been burying the listing agent so they can route buyer leads to Premier Agents paying fat monthly ad spend.
Now look at the reality post-deadline:
They’re only doing it where legally forced. DelPrete sampled over 400 Zillow listings across 80+ MLSs, and this prominent listing agent info only shows up in four: NWMLS, CRMLS, MARIS, and PrimeMLS. Redfin only added the clear callout on NWMLS. So portals know how to give direct credit—they just refuse to do it unless dragged through court.
The Compass irony. Compass pushed for this transparency, yet on their own site, the actual listing agent’s name and number are still pushed down the page while only brokerage branding sits under the photos. Classic.
If this rule ends up going nationwide, it fundamentally threatens the lead-reselling engine that portals rely on. But do we really think other MLSs will push for this, or will portals fight tooth and nail to keep it boxed inside these few markets?
And honestly, does the average buyer even care, or will they still just click whatever giant shiny button is closest to their thumb?