Growing number of real estate agents buying Zillow ads

Zillow seeks 'Z' for stock ticker symbol

Real estate listings and valuation site continues to sign up subscribers to its Premier Agent program at an accelerated pace, the company revealed in its latest regulatory filing as it prepares for an initial public offering of shares.

Zillow Inc. — which has applied to have its stock approved for listing on the Nasdaq Global Market under the symbol "Z" — said it had 10,710 Premier Agent subscribers at the end of March, up 32 percent from December and more than triple the 3,438 subscribers at the same time a year ago.

The Premier Agent program, which launched in October 2008, allows local real estate agents to purchase ads that appear alongside Zillow listings and property profiles within the agent’s ZIP code, under contracts that range from six to 12 months.

Zillow said its new consumer-generated agent reviews, launched in December, have also been a hit, with more than 40,000 reviews submitted by the end of April.