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.

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
Success!
Thank you for subscribing to Morning Headlines.
Back to top
New January Connect speakers added: M. Ryan Gorman, Josh Team, Glenn Kelman and more.SEE THE SPEAKERS×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription