New Marketing Options for Sellers

In 2020, the National Association of REALTORS^® (NAR) implemented the Clear Cooperation Policy (CCP), which requires real estate professionals to submit a listing to the Multiple Listing Service (MLS) within one business day of marketing the property to the public. In March 2025, NAR supplemented the CCP and released the Multiple Listing Options for Sellers (MLOS) policy. The MLOS policy allows sellers to select a delayed marketing option that delays public marketing through syndication sites like Zillow, Realtor.com and Trulia, and the Internet Data Exchange (IDX) for a specified period. Further, listing agents must get a signed written disclosure from sellers to confirm their decision to delay public marketing and acknowledge the adverse effects that come with the decision. 

This new policy aims to give sellers more control over their listing and provide more marketing options for sellers. The MLOS policy is currently effective, but compliance will not be enforced until September 30, 2025, to give MLSs time to adjust. The June 2025 Wisconsin Real Estate Magazine article, “Clear Cooperation Policy 2025,” provides more information on the CCP and the new MLOS policy. 

In response to the new MLOS policy, the WRA developed Addendum LM — Limited Marketing Disclosure and Acknowledgement to satisfy the written disclosure requirement. The WRA consulted with MLSs to review the form, provide feedback and suggest changes they considered. If a seller wants to limit a firm’s marketing of the seller’s property, the Addendum LM allows sellers to select a marketing strategy from three different options:

• Office Exclusive
• Delayed Marketing — Showings
• Delayed Marketing — No Showings

If sellers choose the Office Exclusive marketing strategy, they are opting out of any public marketing of their property. Their property will not be displayed on the MLS and will only be marketed to other agents within the listing agent’s firm. The listing firm cannot use yard signs, social media posts, mass emails, or any public-facing marketing with this option. Once any public-facing marketing does take place, the property must be listed on the MLS within one business day. If sellers choose this option, the listing agent must receive a written disclosure saying the seller acknowledges the impact of listing the property as Office Exclusive and the potential adverse effects.

This is the strictest marketing strategy and will severely limit the number of offers the seller will receive; this strategy also may potentially force the seller to accept lower offers. However, this option gives the seller more privacy and gives the seller and the listing firm complete control over the sale. Furthermore, Office Exclusive ensures cooperation between the listing and buyer agents at the same firm, and the seller could save on marketing expenses. 

A seller may choose this option if they are looking to reduce marketing costs or if they are concerned about their privacy. Some sellers may want to sell but cannot find their next home and do not want to be pushed to sell and close without having their next home. Sellers may also want to create a sense of exclusivity to drive up the price, particularly in the high-end real estate market. Lastly, Office Exclusive may attract more buyers who are looking for a more thoughtful and less competitive environment.

If the seller chooses Delayed Marketing — Showings, the seller is choosing to delay exposure of the property through IDX and syndication for a specific period of time, known as the delayed marketing period. This is the new marketing strategy offered through the MLOS policy and gives the seller another option that is more private than broad exposure but more public than Office Exclusive. The property will be displayed on the MLS, the seller can agree to showings during the delayed marketing period, but the property will not be shared through syndication or IDX. 

Once the delayed marketing period is over, the property will be marketed broadly and shared through syndication and IDX. MLSs are given complete control over the length of the delayed marketing period, and it may change depending on every MLS. Sellers must sign a written disclosure documenting their consent to waive the benefits of immediate public marketing.

This strategy provides many of the benefits of Office Exclusive listings, such as exclusivity, privacy and control. Further, Delayed Marketing — Showings has a broader outreach than Office Exclusive and invites more offers, which could increase the price. However, this option still limits the audience compared to broad public marketing and may still limit the number of offers the seller receives.

Sellers may choose this option if they want a more exclusive process but wish to market further than just the listing agent’s firm. Delayed Marketing — Showings will limit the number of offers but not to the extent of an Office Exclusive listing. Sellers may also want to advertise only to local buyers before offering the property to the entire public. Further, this option allows sellers to still show their property and entice buyers during the delayed marketing period while also having more control over the buyers.

Delayed Marketing — No Showings is a feature that many MLSs already have in which a seller agrees to not show the property for a specific time period. The property is still entered in the MLS, but prospective buyers cannot visit the property for showings. MLSs set the delayed marketing period, and the exact language will vary depending on the different MLS. 

Some MLSs do not have a Delayed Marketing — No Showings option, so it is important for firms and agents to check their local MLSs rules. Some MLSs will use “delayed” or “withheld” to show that while the property is being broadly marketed, showings will be delayed. This allows sellers to broadly advertise their property and protect their physical privacy. Because policies vary MLS to MLS, it is important for a listing agent to verify the specifics of their MLS’ policies related to Delayed Marketing — No Showings.

While using the same language as Delayed Marketing — Showings, Delayed Marketing — No Showings is a completely different marketing strategy. Delayed Marketing — No Showings only expresses that the seller does not agree to showings for the delayed marketing period.

Sellers may choose this option to create anticipation and urgency to drive up offer prices. Further, it gives sellers time to ensure the property is in the best condition possible and make repairs before prospective buyers are shown the property. This can be another attractive option for high-profile sellers who prefer to keep their property private for as long as possible. Delayed Marketing — No Showings can also help sellers better understand the demand for their property before agreeing to showings. This can deter some buyers who are more hesitant with delayed showings and may limit potential offers in some cases. 

The WRA created Addendum LM as an option for sellers to satisfy the written disclosure requirement that comes along with the MLOS policy. Addendum LM also protects sellers, listing agents and listing firms by creating a record and giving consumers more choice when listing their property. Addendum LM is not required by any of the MLSs to date and is not required for every listing. Many MLSs have their own policies and rules regarding delayed marketing and delayed showings that are still in effect. Addendum LM is made to supplement the MLS policies and provide a potential answer to the updated CCP policy from NAR. If the MLS has other rules or policies regarding marketing strategies, then the listing agent must still follow these guidelines.

Listing agents should communicate the different marketing strategies to their sellers and describe the different benefits and drawbacks with each option. It is imperative that sellers are educated about their different marketing options and the consequences of each option. Each of Addendum LM’s options severely limits the number of potential buyers and offers and will likely increase time on the market. If the seller wishes to use Office Exclusive, Delayed Marketing —Showings, or Delayed Marketing — No Showings, the listing agent can use Addendum LM to satisfy the written disclosure requirements.

The MLOS policy aims to give sellers more marketing options when listing their property and encourage consumer choice. Addendum LM is a tool to help sellers understand their options and to satisfy the written disclosure requirement of the new MLOS policy.