First Look: What It Means & What You Need To Know
- NWMLS First Look -
Here's the TL:DR
The NWMLS First Look is a new listing option that allows sellers to marketing their home in real time, as they prepare to sell.
This status can be used for up to 21 days before it transitions to Active.
- First Look -
What is it?
First Look is an optional listing status that home owners can choose to utilize before their home goes to 'Active'
This was created to give sellers more flexibility in how their home is introduced to the market, in which it may benefit from early exposure.
This was implemented to give homeowners more flexibility in how they first bring their home to market, while still maintaining accessibility to all NWMLS brokers and the broader market. Importantly, First Look is not intended to function as a pocket listing or private network.
- First Look -
Why & When You Would Want To Use It
First Look can be helpful when a home is nearly ready for the market, but the seller and broker need a little more time to prepare for the official launch.
Some reasons a seller might choose First Look include:
- Finishing preparations: Allowing time for staging, photography, videos, or other marketing materials.
- Testing the market: Gathering early feedback on pricing and buyer interest.
- Building anticipation: Creating awareness before the listing becomes fully Active.
- Planning the launch: Giving the seller and broker more flexibility in coordinating showings and marketing.
First Look can last up to 21 days, providing a defined window to prepare and build momentum before the official launch.
However, it may not be necessary for every seller. If a home is fully prepared, and may have the biggest impact on buyers, going directly to Active may be the better fit. Ultimately, the decision depends on the property, the seller’s goals, and the overall marketing strategy.
- First Look -
How Can You Use It?
Expanded Marketing During Listing Preparation
Sellers and listing brokers may publicly market the property in First Look for up to 21 days while preparing the property for Active status launch.
Seller Marketing Controls
Sellers can decide if a First Look listing is published on thousands of Internet Data Exchange (IDX) websites or choose to engage in more tailored public marketing during First Look.
Pre-Launch History
Listing activity accrued during First Look, like days in status and pre-launch price adjustments, remain available in the internal NWMLS database, ensuring member brokers and their clients have access to that information.
Universal Broker Access
Every property in the new First Look status must be timely submitted to NWMLS and accessible to all 30,000+ member brokers, satisfying the mandate for concurrent, equal broker access and preventing off-MLS “shadow” markets.
Optional Showings
Sellers and listing brokers may publicly market the property in First Look for up to 21 days while preparing the property for Active status launch.
*Info above was provided via the NWMLS website
- First Look -
Why was it introduced?
First Look was introduced during broader industry and legislative discussions surrounding private listing networks, including the 16-month dispute between NWMLS and Compass and the passage of SB 6091 in Washington.
The law now prohibits brokers from marketing residential property exclusively to a limited group of buyers or brokers unless it is also marketed to the general public and all other brokers.
First Look is structured around this principle. It can limit a listing’s public display during the initial period, but it does not restrict access for NWMLS brokers. This allows sellers to have a more controlled public rollout without creating a separate, closed marketplace for a specific brokerage or group of agents.
Washington law, specifically RCW 18.86.130, requires residential property to be concurrently marketed to the general public and all other brokers. The current NWMLS structure is designed to maintain that distinction.
