Homebloq aims to stop real estate consumers from only searching on Redfin and Zillow to the benefit of independent buyer’s agents.

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

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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.


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.


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.


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.

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