A buyer's market may be a boon for Zillow, realtor.com and portals

If agents have to work harder to sell homes, they may be willing to spend more money on digital marketing — boosting the bottom line of portals like Zillow and realtor.com

For Veronica Figueroa, a broker and owner of RE/MAX Innovation in central Florida, a buyer’s market will require agents to connect on a more human level. And she too saw digital advertising as a place to spend money making that happen.