• Software aims to allow independent agents a way to share listing information away from the distractions of Zillow and other portal sites.

Have suggestions for products that you’d like to see reviewed by our real estate technology expert? Email Craig Rowe.

If you’re a Chicago-area independent real estate agent fed up with battling large brand competitors with big Zillow budgets, you might want to monitor the beta launch of Homebloq, a web-app that uses Zillow’s listing and agent profile data as the basis for property searches and discussions.

The software will also use Redfin URLs to import listing and agent data.

The product’s intent is to pull leads and prospective buyer clients away from the advertising din of a Zillow search to give them a branded, one-agent-only method for looking at potential homes. Think of Homebloq as stepping outside of a loud bar to tell someone something important.

Homebloq

An account can be created in two steps using an email address and Zillow or Redfin user profile information.

Property “Portfolios” are then created using the client’s name, and any matching for-sale properties are then sucked into Homebloq using local MRED, Zillow or Redfin listing identifiers.

Homebloq

The listing agent then shares updated portfolios via email for leads and clients to browse.

Homebloq’s intent is to “bridge the gap between where buyers love to search and how agents manage them,” company co-founder Austin Guy told Inman.

Homebloq

Portfolios in Homebloq are branded to each agent. Leads can review ratings and agent histories, and buyers can have multiple portfolios.

The software operates under an interesting blanket of irony: it consolidates other agents’ listings under the brand of buyer agent. Agents who have forever resented Zillow’s use of this tactic will have to be comfortable no longer complaining about it. At least in front of others.

A big part of Homebloq’s success rests on its agents’ ability to pull consumers away from the 800-pound silverback, which is vastly superior in advertising strength and real estate consumer mindshare. It won’t be easy.

Guy said there are plans to integrate with other major home search portals as well.

The company’s strict focus on independent brokerages may help them in that cause because they are often able to execute more creative outreach efforts and roll out new technologies faster than more regulated national franchises.

The beta test will involve 15 separate agents at 15 independent shops in the Chicago area.

Guy told Inman he is working on CRM integration and a native app, although the browser version is mobile-first.

It’s unclear how long the beta test will run, but the company has early access sign-ups on its website.

Have a technology product you would like to discuss? Email Craig Rowe.

Show Comments Hide Comments

Comments

Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Success!
Thank you for subscribing to Morning Headlines.
Back to top
Network with CoStar, Redfin, Realogy, SERHANT., Divvy, and thousands more in-person at ICLV this October. Prices go up Sunday.Register Now×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription