Does Zillow overshadow 'real estate?'

  • Zillow's brand recognition is so acute, consumers are more likely to search 'zillow' on Google than 'real estate.'
  • That may partly explain why some agents can find it challenging to get consumers to trust them more than the listing portal.

In what could be seen as a symbolic branding triumph for Zillow, consumers recently became more likely to search “zillow” on Google than “real estate.” The number of “zillow” searches had been in striking distance of the number of “real estate” searches for the last year or two. But in March, “zillow” searches surpassed “real estate” searches for the first time.