Phoenix-based DPR Realty LLC is now sending its listings directly to Zillow under the portal’s Pro for Brokers program.

In exchange for the direct feed, the 1,200-agent brokerage gets its logo and a linkback on property detail pages of listings it represents, prominent placement of its listing agents’ contact info next to their listings on the portal. It also gets enhanced reporting and access to Zillow’s contact management platform as a member of the program.

Zillow had previously announced in 2012 that DPR Realty would participate in the Pro for Brokers program. The firm didn’t actually sign the contract until this year, Zillow spokeswoman Amanda Woolley told Inman News.

“We look forward to this new, productive partnership with Zillow that will help keep DPR agents and brokers at the forefront of the real estate industry,” said Matt Deuitch, designated broker of DPR Realty, in a statement.

More than 1,000 brokerages now supply Zillow with direct feeds under the 2-year-old program, which promises brokerages that their listings will be fresher on the portal than if they provided them through a syndication platform like ListHub or Point2.

Other large brokerages participating in the program include Las Vegas-based Coldwell Banker Premier Realty, Wilmington, North Carolina-based Realty World Cape Fear and Beverly Hills, California-based Partners Trust.

To improve listing accuracy and comprehensiveness, Zillow and its chief third-party competitor, Trulia, have recently been making a bee line to get listings directly from brokerages and MLSs. Both firms have programs dedicated to providing benefits to each.

Thousands of brokerages supply Trulia with direct feeds under their comparable program, Trulia spokesman Matt Flegal told Inman News.

Brokerages get perks for supplying a direct feed to the portals. For example, a direct feed to Zillow ensures that their listings are updated on real estate’s most popular real estate network every 15 minutes. Brokerages who send their listings through ListHub see their listings updated on the portals only every six hours.

Thanks to its relationship with the National Association of Realtors, Zillow and Trulia competitor receives a direct feed from more than 800 MLSs across the U.S. Many of those are broker opt-out feeds, meaning that unless a broker opts out of sending its listings to, they are sent to the site.

That direct relationship with MLSs ensures a near-complete database of for-sale homes in many markets. In some markets where Zillow and Trulia don’t have direct MLS feeds or direct listing relationships with brokerages, the accuracy and comprehensiveness of the portals’ listings suffer.

But that’s beginning to change in some markets. Zillow began receiving listings from the 10,000-member NY State MLS on a broker opt-out basis in March.

And Trulia has recently signed up some of the largest MLSs on a broker opt-in basis including Arizona Regional MLS and My Florida Regional MLS. It began receiving a direct feed from the 3,400-member Greater Tulsa Association of Realtors this week.

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