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ERA defends private premarketing, critics question seller outcomes

The ERA president argues private exclusives give agents an edge by retaining leads, while critics say the approach delays broad buyer exposure and may shift costs to sellers.

Reported · Written up by our desk · Industry

HousingWire reports that ERA president Alex Vidal defended private premarketing, including listings marketed through Compass as private exclusives, by pointing to lead retention as a key advantage for agents.

In an interview, Vidal said the value of private exclusives is not just early exposure, but the ability to hold a listing back from wide distribution long enough for the listing agent to convert the buyer, rather than a competing agent.

The piece also argues that when private feedback is gathered before a home goes formally to market, sellers may be better prepared to negotiate, with Vidal saying sellers can “go to market with the right strategy.”

Critics cited in the commentary counter that with most private exclusives later moving to public listings, the model can reduce early exposure, while also using limited informed consent guardrails and potentially shifting costs to sellers.

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