Private listing tool a response to ‘strong demand’ amid CCP debate
For brokerages looking to capture more off-market listings, Luxury Presence has a new product that aims to help them "succeed in any scenario."
As the debate over NAR's Clear Cooperation Policy continues, one company has announced a new offering for brokerages that want to lean into private listings, calling it a "timely solution" in light of potential changes to the CCP — but it says it's not taking a stand on the policy.
A plug-in PLN? Luxury Presence, a proptech company focused on real estate marketing tools, has launched Brokerage Listing Networks, an off-the-shelf product designed to help brokerages create and manage their own private listings without having to build something from scratch.
The internal tool gives agents "a better way to access, share, and stay up to date on their brokerage's exclusive inventory," the company said in a news release.
The timing of the launch is notable, coming after months of vigorous debate over the merits of NAR's Clear Cooperation Policy and differing opinions on whether private listing networks benefit or disadvantage consumers.
Proponents of the CCP — which requires agents to add listings to the MLS within one business day of publicly marketing them — contend that the policy is pro-transparency, pro-competition and pro-consumer, ensuring everyone has access to the most complete and accurate for-sale data.
But those who want to see the policy repealed argue that it presents further antitrust threats and stifles sellers' freedom of choice — specifically the choice to decide where and how to market their homes.
'Strong demand' for private listing tools: Luxury Presence describes private listings as "an increasingly valuable resource" for brokerages, but says many firms are not leveraging them effectively. Brokerage Listing Networks was developed to fill that gap, the company said.
"We're not advocating for or against CCP," Luxury Presence CEO Malte Kramer said in the announcement. He noted, however, that the debate over the policy has "ignited strong demand for tools that empower brokerages to work with private listings more effectively" — and their product aims to meet that demand, while remaining "fully compliant with the current CCP guidelines."
"We want to make sure our customers have the technology to succeed in any scenario," Kramer said.