Zillow Group will add buyer’s agent ads to StreetEasy listings

StreetEasy says the move should benefit consumers, but some brokers reportedly aren't pleased

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StreetEasy -- the New York City listing portal that Zillow Group bought for $50 million -- will soon tack lead forms onto listings that connect consumers with buyer's agents who advertise with Zillow Group. The lead forms, which will be added to listings on March 1, will wrap marketing on StreetEasy into Zillow Group's Premier Agent ad product. Premier Agent advertisers currently only receive leads that are generated by ads on Zillow and Trulia. But with the addition of the contact forms to StreetEasy, advertisers will gain the ability to receive leads from StreetEasy, Zillow and Trulia -- not just the second two. The Premier Agent contact forms that appear on Zillow and Trulia feature specific agents, but the forms that will show up on StreetEasy listings will not. They are "opaque" contact forms without lists of agent names and photos, said StreetEasy spokeswoman Lauren Riefflin. By default, when consumers submit the forms on StreetEasy listings, their informati...