AgentAnalysis

Shortcuts: Zillow Group’s power play, actual intelligence, and NAR’s next move

  • Zillow Group's agent input ban will improve accuracy and squeeze brokers.
  • Its Premier Broker program and data management tools are taking aim at teams and Upstream.
  • Redfin uses agents to create better Zestimates, and no one should be surprised.
  • "Realtor" has immense value. NAR's CEO search should keep D.C. in mind.

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

Zillow Group has been using its leverage in more dramatic fashion recently. The headline this week is an upcoming moratorium on agent-posted listings. Beginning May 1, agents' listings will only be allowed on the company’s portals if they come via a broker or MLS feed. This is a power play, and one that the company has every right to make in its quest for a better product. Zillow Group is willing to crack a few eggs to make this omelet. It’s being sold as an improvement to accuracy, and that checks out. Manually input listings are notoriously error-prone. (Of course, that’s not the only benefit.) 800-pound strategy The ban creates an immediate friction point for agents whose brokerages and MLSs don’t feed to portals. It puts a wedge between agents and clients, and ergo, agents and brokers. When clients find out that their agent literally cannot put their listing on Zillow, and their broker can’t fix it before open house weekend, the situation is going to get w...