AgentIndustry News

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

Researchers say the trend improves agent ROI

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Takeaways: A Morgan Stanley study concludes that Zillow is enabling agents to increase the number of dual agency transactions through Zillow ads. The study shows that 60 percent of the agents surveyed found that advertising on the portal enabled them to increase their number of dual agency transactions and drove a 30 percent increase in these transactions. The study also found that Zillow is effective in generating leads for seller transactions, as well as buyer leads. 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. In a dual agency situation, agents retain the commission from both "sides" of the transaction and therefore earn a...