AgentMLS & Associations

Realtor.com vs. Zillow: A nasty fight for home turf

The ins and outs of the battle
  • Despite having more than a million members and holding the highly recognizable collective marks "Realtor" and "Realtors," the National Association of Realtors has lost considerable ground with its website realtor.com.
  • There were at least five critical missteps by the National Association of Realtors and realtor.com that cost them market share in the highly competitive residential real estate industry.
  • There are 10 strategies that could assist the National Association of Realtors and realtor.com in regaining their industry foothold.

Things aren’t so sweet on the home front for realtor.com as Zillow has in a sense evicted the official website of the National Association of Realtors out of the online real estate penthouse. Also, nasty litigation has ensued between Move, Inc. (the operator of realtor.com) and Zillow. How did this happen to a behemoth organization like the National Association of Realtors? What strategies could it employ to regain some footing, if not trounce its competition? Is it too late? Old guard + weak strategy = epic failure In many ways, realtor.com and Move.com became victims of a new era in which a new brand can easily be built with a good idea, a $9.99 domain name from Go Daddy and an army of coders ready to wreak havoc on world order. Millennial companies with highly optimized websites and apps, fueled by a team of Starbucks-caffeinated college-aged kids, provide infinite A/B testing to ensure users have a wonderful experience and willingly provide copious amount of data about th...