Organizing and keeping track of leads generated by listing portals can be challenging, even for real estate agents with lead management systems.

Now Zillow has provided nearly 200,000 real estate agents with an easier way to manage the contacts that they receive from the listing portal.

Real estate agents who use the the marketing and lead generation platform Market Leader can now import leads directly from Zillow into their contact database, making it simpler for them to connect with prospective clients that come from the listing portal.

Zillow recently inherited Market Leader when the company acquired Trulia, which purchased Market Leader for $355 million in 2013. Inman Publisher Brad Inman recently heard from a source that Zillow is trying to offload Market Leader.

Market Leader was able to offer the integration by plugging into Zillow Tech Connect: Leads, a platform Zillow introduced in 2013 to allow technology companies to connect their systems with Zillow.

Scott Smith, general manager at Market Leader, said real estate agents and brokers who use Market Leader have been clamoring for the marketing solution to integrate with Zillow.

Many of the firm’s nearly 200,000 subscribers tap Zillow for leads, and “now those hundreds of thousands of agents are able to integrate their contacts from Zillow into Market Leader Tools and leverage the power of the automated lead management,” he said.

Integrating with Zillow benefits customer relationship management systems by eliminating the need to manually input contact information received via email from Zillow and the errors associated with “email parsing.”

Zillow debuted Zillow Tech Connect in 2013 to allow real estate software providers to synchronize their products with Zillow. It later expanded the program into two separate branches — Zillow Tech Connect: Leads and Zillow Tech Connect: Reviews.

Zillow Tech Connect: Leads allows technology companies to create a more seamless experience for the brokers and agents who use Zillow as a key component of their marketing efforts.

So far, 51 tech companies have integrated with Zillow Tech Connect: Leads. Along with Market Leader, recent firms to plug into the platform include PropertyPulse by z57, Onjax, Quantum Leads and My Buying Buddy.

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

If Zillow does unload Market Leader in the future, agents who use the platform will still be able to take advantage of leads from Zillow.

Email Teke Wiggin.

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