Technology

Zillow program could help more agents track their listings online

Partners can use platform of choice to collect performance metrics

Zillow is providing another perk to real estate brokers and multiple listing services who send listings data directly to the popular website — the ability to analyze metrics around listing performance using their reporting solution of choice.

The real estate search giant has been providing performance metrics on Zillow listings to partners through the Zillow Data Dashboard, a free listing management and reporting platform that generates daily reports of listing performance metrics such as search result impressions, total listing views, and total leads delivered.

Now, with the launch of Zillow Tech Connect: Reports, MLSs and brokers can use other tools to handle such tasks.

Since Zillow “prides itself on being an open platform,” the firm is “happy to offer MLSs and brokers the opportunity to use the reporting solution they are most comfortable with and best fits their needs,” said Greg Schwartz, Zillow Group’s chief revenue officer, in a statement.

ListTrac, which was tracking listing performance metrics for 210,000 agents in January, is the first company to join Zillow Tech Connect: Reports. ListTrac collects listing performance information on websites where a listing appears and feeds it into dashboards for listing agents and brokers.

Now that ListTrac has joined Zillow Tech Connect: Reports, those dashboards can show how listings engage consumers on Zillow, helping further fill out the picture of online listing metrics that the firm draws for users, said Trent Gardner, CEO of ListTrac.

6 ways empowered agents embrace disruption to drive success
Using technology to generate leads and win listings READ MORE

Zillow debuted Zillow Tech Connect in 2013 to allow real estate software providers to synchronize their products with Zillow. With the launch of reports, it now includes three components: Zillow Tech Connect: Leads, Zillow Tech Connect: Reviews, and Zillow Tech Connect: Reports.

Zillow Tech Connect: Leads allows brokers and agents to import leads directly from Zillow into their customer relationship management systems, making it easier for them to access and manage prospective clients.

Zillow Tech Connect: Reviews, which debuted in late 2014, lets agents display Zillow reviews on their websites.

Email Teke Wiggin.