Morgan Stanley: Zillow ads increase prospects of double-sided transactions for real estate agents

Researchers say the trend improves agent ROI

A new Morgan Stanley study concludes that Zillow is enabling agents to increase the number of dual agency transactions through Zillow ads. “Zillow is enabling premier agent advertisers to increase the number of transactions within which they represent both the buyer and the seller, known as a dual agency transaction,” according to Morgan Stanley’s AlphaWise study published today.