New York City agents can now advertise themselves as “Building Experts” for 250 buildings in Manhattan, Brooklyn and Queens on Zillow Group’s Big Apple-focused portal StreetEasy.

Instead of paying for ad impressions by ZIP code, as they do on Zillow and many other portals, agents pay to be one of up to three real estate pros who show up on a building’s detail page on StreetEasy.

Only those agents who have recently completed deals in a building can pay to show up as an expert. StreetEasy determines real estate pros’ experience in a building based on a variety of sources, including from agents themselves when they claim a deal on the site.

StreetEasy-shot

Screenshot of StreetEasy’s new “Building Expert” agent ad product.

“By providing quick access to agents who have proven experience and qualifications at their location of interest, Building Experts help buyers, sellers or anyone shopping for real estate in New York to get a jump-start on finding the information they need to find a great place to live,” said StreetEasy General Manager Susan Daimler in a statement.

StreetEasy will plaster posters featuring vignettes of New York City living on streets, sidewalks, subway stations, subway cars and taxis as part of its first-ever marketing campaign launched yesterday.

Zillow acquired StreetEasy, one of the most popular real estate portals in New York City, in 2013 for $50 million.

Though Zillow Group has become a king of the city through StreetEasy, realtor.com recently picked up some steam in the market with a new deal with New York City-focused listing syndication platform RealPlus.

Email Paul Hagey.

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