The Art of Pre-Marketing: How FirstTeam® Real Estate Balances Listing Transparency with Client Needs

Written by:

Steve Marcinuk

Date:

17 Jun 2025

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“I don’t believe a tech platform should dictate how a brokerage operates,” states Michele Harrington, COO of FirstTeam® Real Estate, addressing the ongoing industry debate over listing transparency and off-market properties. “We are the industry leaders. We are the people servicing our clients. We are face to face with our sellers and our buyers every day.”

As the real estate industry navigates the aftermath of the NAR settlement and evolving market dynamics, tension between technology platforms and traditional brokerages has intensified. At the center of this tension is the practice of pre-marketing listings before they appear on the MLS, a strategy FirstTeam® Real Estate has refined over two decades.

The Value of Pre-Marketing

FirstTeam®’s approach, which they call “sneak preview,” allows their 2,000 agents concentrated in Southern California to build momentum for listings before they officially hit the market.

“Our agents conduct extensive pre-work and pre-marketing for listings, utilizing our internal network,” Harrington explains. “We’ve been implementing this approach for about 20 years, giving our agents advance notice of upcoming properties, which benefits them while allowing listings to build significant momentum.”

This strategy creates a pipeline of interest that culminates in what FirstTeam® calls their “grand Open House home run, 360,” marketing events that have proven so successful that Harrington notes other brokerages have adopted similar approaches.

The results speak for themselves: “When it finally does hit the market, it fetches a quicker price and a higher price,” Harrington says. “Sometimes within a week, sometimes that weekend, and it sells. If you sell it fast, you’re going to sell for a high price.”

The Client Perspective on Off-Market Listings

While critics argue that off-market listings primarily benefit ultra-wealthy or celebrity clients concerned with privacy, Harrington sees a much broader application.

“I would never want to live in a house that’s being marketed or on the MLS,” she says, speaking from personal experience. “I have two dogs, three kids. If I could sell my property off MLS and never have people traipsing through, I would do that all day long and twice on Sunday.”

This convenience factor extends beyond just the luxury market. “I don’t think it’s exclusively for ultra-luxury properties. It’s for busy people,” Harrington emphasizes. “We have families where both are working professionals with multiple children and pets. Their busy lifestyles mean people will often pay for convenience.”

For many sellers, the option to avoid the disruption of showings, repairs, and constant cleaning represents significant value—even if it potentially means sacrificing the competitive bidding environment of an open market listing.

“If you could sell it before it hits the MLS, and you could get me $2 million, that’s what I want,” Harrington explains, comparing it to eBay’s “Buy It Now” option. “You can bid on it, or you can buy it now for 2 million. There’s definitely a market for that, and we shouldn’t restrict our sellers’ options.”

The Zillow-Compass Conflict

The debate over listing transparency recently escalated when Zillow announced policies restricting off-market listings, directly challenging practices employed by major brokerages like Compass. Harrington sees this as a power struggle between technology platforms and traditional brokerages.

“I understand Zillow’s perspective. They’re aggregators who need data. They collect information, aggregate it, and sell it,” she acknowledges. “It would be devastating to them if suddenly the largest brokers in the country stopped sharing their information. That would undermine their business model.”

However, Harrington ultimately sides with the brokerages in this conflict: “I align more with Compass because they’re a brokerage. We interact directly with clients. We understand their needs. We maintain the agency relationship, represent them, and work within the industry.”

She views Zillow’s business model with a mixture of admiration and caution: “They display our listings, attract buyers, and then sell leads back to us for 35%. It’s brilliant. I applaud their capitalistic venture. But we must ensure technology remains in check.”

The concern for Harrington isn’t just about current policies but the precedent they set: “It’s a slippery slope. What if they suddenly declare, ‘FirstTeam®, we disapprove of how you market properties internally to other agents.’ They shouldn’t control brokerage operations.”

Leading Agents Through Uncertain Times

Beyond the listing transparency debate, Harrington has established herself as a thought leader on navigating industry changes. When asked about FirstTeam®’s approach to supporting agents through uncertain times, she emphasizes the importance of holistic coaching over technology.

“Technology offers efficiency and convenience,” she says. “We’ve integrated the best tech solutions, follow-up boss, luxury presence—building an excellent platform our agents appreciate. However, realistically, 80% of agents never fully utilize technology.”

This observation challenges the tech-forward narrative often promoted in the industry. Harrington notes that when examining usage rates of their technology platforms, “out of 2,000 agents, only 600 had logged in during the past 90 days.”

Instead, FirstTeam® focuses on “coaching them to be better professionals, better agents, better community leaders, and better family members… ensuring they prioritize physical fitness and nutrition.”

This holistic approach stems from Harrington’s personal journey in real estate: “I came from the Marine Corps. I didn’t even have proper furniture. My first Thanksgiving in California, I used two milk crates with a piece of plywood on top as a dining table. That’s how financially challenged I was.”

Her experience has shaped her leadership philosophy: “The real estate industry offers remarkable opportunities to those with determination and perseverance. It’s simple but not easy, it rewards those with grit.”

The Future of Brokerage-Platform Relations

As the industry evolves, tension between technology platforms and traditional brokerages will likely intensify. Harrington’s perspective offers valuable insight into how established brokerages navigate these changes while maintaining focus on client needs.

“It’s a fascinating conflict that I’d like to observe from the sidelines,” she says of the Zillow-Compass dispute. “I appreciate Compass standing firm in their convictions, and I understand Zillow defending their position.”

For FirstTeam® Real Estate, the path forward remains centered on proven strategies and client-focused service. As Harrington puts it, “Nothing changes everything. The only thing that’s going to change everything is you changing.”

In an industry increasingly influenced by technology platforms and regulatory shifts, FirstTeam®’s commitment to balancing innovation with traditional client service provides a compelling model for brokerages navigating the complex landscape of modern real estate.