Hello colleagues and friends! I am not the first person to alert you to the monumental news that Zillow is now a member of MLS’ and REALTOR® Associations all across the country.
But I might be the first person to encourage you to consider all the reasons why this is good.
A Monumental Shift in Real Estate Advertising
These changes are positive for every member of the real estate ecosystem and consumers alike.
I’d be remiss if I did not acknowledge the consternation that exists in the industry when it comes to Zillow. I’m here to walk you down a more peaceful and productive road forward.
[Check out the bottom of this post for a list of resources and links that dive deeper into specifics]
This might be the most historic real estate technology event since listings came online.
For more than a decade Zillow assembled digital listing advertisements through a patchwork of data feeds. Today they are publishing listings via the gold standard of property display: IDX.
Internet Data Exchange (IDX) Background & FAQ by National Association of Realtors (NAR)
Zillow is following listings advertising rules that Brokers and REALTORS® manage.
While it might be true that Zillow had its battles with listings accuracy and completeness through the years, the circumstances around that struggle are now forever in the past.
Real estate agents don’t have to lift a finger and their listings will appear for free on Zillow.
Over 100 million visitors go to Zillow to browse home advertisements every month.
It’s worth questioning why any real estate broker would intentionally keep their listings off Zillow in the past when it’s the most popular consumer destination to see homes for sale.
Withholding listings from Zillow was fringe and risky before…and now impossible today.
The listings on Zillow are as accurate and complete as what agents put on the MLS.
We’ve seen social marketing posts by agents claiming the MLS stopped sending listings to Zillow. This is completely false and nearly impossible now Zillow is a member of the MLS.
If you’re seeing any issues today, be patient. Code is complex and time-consuming to update. Use this time to reach out to people and introduce them to your branded experiences.
A positive attitude about Zillow is good for all real estate agents and brokerages.
Zillow has a wealth of expertise that will benefit the MLS’ and REALTOR® Associations. I ‘d be welcoming them with open arms, just like any of the other businesses who love this work.
What’s Going to Happen Next
I’ve decided to skip over some of the more granular issues surrounding Zillow’s updates in service to one of my most pressing pleas: Please treat Zillow like you would any other brokerage in the market. We know tons of great people working for companies other than ours.
It’s a vital year to show everyone how unified and special and innovative real estate truly is.
It might seem like the perfect storm to manipulate the confusion about the Zillow platform change in your own favor somehow. I am choosing to marvel at the feat from a distance and am ecstatic that our agents can continue promising clients their listings will show up quickly and seamlessly on Zillow just like they always have. The IDX feed is like getting an upgraded ad.
Because the MLS is the premier system of cooperation in data for independent and fierce real estate professionals, let’s continue treating it with the respect and nuance it deserves.
Zillow has always been a peer in the housing space. Now they just look a little more like you.
Greg Fischer
Tech | Managing Broker
(720) 605-3325
Further Reading & Background
Update on Switch to IDX Feeds & Agent Profiles - link
01/21/21 | Zillow Premier AgentInternet Data Exchange (IDX) Background and FAQ - link
01/01/21 | The National Association of REALTORS® (NAR)FAQ: Zillow Product Updates - link
01/12/21 | Zillow Premier AgentNAR, MLS, and Technology Leaders Openly Discuss Zillow and IDX - link
01/18/21 | Bright MLS PodcastCreating a Better Real Estate Experience - link
09/21/20 | Zillow Premier AgentA Message from Zillow’s Chief Industry Development Officer- link
09/22/20 | ZillowZillow Offers Expand Services in 2021 to Simplify Customer Transactions - link
09/23/20 | Zillow PRInternet Data Exchange (IDX) Policy - link
01/01/21 | The National Association of REALTORS® (NAR)REcolorado MLS Rules & Regulations - link
04/23/20 | REcoloradoHow Zillow’s transition to IDX feeds affects you - link
11/24/20 | CRMLSMLS Clear Cooperation Policy - link
01/01/20 | The National Association of REALTORS® (NAR)
