MLS & Associations

Zillow signs up Northeastern Oklahoma MLS

Participating brokerages will receive attribution, branding and link back to their website

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A multiple listing service in Oklahoma has agreed to send its listings directly to top real estate portal Zillow on behalf of participating brokerages.

The MLS, Northeast Oklahoma Real Estate Services, is owned and operated by the Greater Tulsa Association of Realtors, the state’s largest local Realtor association with 3,600 members. GTAR signed a similar deal to send a direct feed to Trulia on an opt-in basis earlier this year. Its MLS has nearly 10,000 listings.

Through the Zillow Partnership Platform, brokers will be able to send their listings directly to Zillow as often as every 15 minutes via their MLS. In exchange, their agents will be prominently displayed as the listing agent on all their listings, will receive leads directly from Zillow and have access to daily analytics reports. Participating brokerages will also receive attribution, branding and a link back to their website, Zillow said.

“Our members have made it clear they want to be able to easily market their listings to the many home shoppers who use Zillow for their home search,” said Mike Cotrill, CEO of NORES, in a statement.

“By providing a direct feed to Zillow, our agents benefit from the immediacy of publishing on Zillow, which will clearly identify the listing agent or broker, all while maintaining direct control over their listing data. We believe it’s a win-win for everyone.”

The direct feed agreement ensures that NORES’ listings are frequently updated throughout the Yahoo-Zillow Real Estate Network, which in addition to Zillow and Yahoo, includes Zillow’s mobile apps, HotPads, AOL Real Estate, MSN Real Estate and HGTV’s FrontDoor.

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Zillow declined to say how many MLSs participate in the Zillow Partnership Platform. Silicon Valley-based MLSListings Inc. and Boise, Idaho-based Intermountain MLS have been among the most recent additions. A similar program by Trulia, Data Connect, includes more than 60 MLSs.

Nashville area-based MLS RealTracs recently began sending Zillow and other public portals a data feed with pared-down listing information, citing a desire to drive traffic from third-party portals to its own members’ websites.