Technology

Zillow will offer more perks for listings

Portal to provide additional branding on listings, dedicated landing pages for brokers

Zillow will roll out new perks this year for brokerages that provide direct listing feeds to the portal that the company says will increase their visibility and branding.

More than 5,000 partners currently provide a direct feed to Zillow under the existing “Pro for Brokers” program. In return, listing agents are always displayed next to details about homes they represent on the portal, and a linkback to the listing broker’s website is provided.

New features of “Zillow Pro for Brokers Plus” to be rolled out throughout the year include “additional, high-visibility brokerage branding on all listings,” and dedicated brokerage landing pages showcasing agents, agent reviews, listings, a company video and agent recruiting tools. Brokerages will also have the ability to tie a company video to listings on Zillow.

With its data feed agreement with syndication platform ListHub set to expire in early April, Zillow is on the hunt to secure as many direct feeds as it can with brokers and multiple listing services to secure a complete or near-complete database of for-sale listings.

Editor’s note: Zillow gets a direct feed from more than 5,000 partners, some of which represent more than one brokerage. A previous version of this story stated “brokerages” instead of “partners.”