The ongoing portal war has now sparked a new alliance that will see Zillow rental listings appear on Realtor.com’s website.
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As competition in the real estate portal space becomes increasingly fierce, Realtor.com and Zillow announced Wednesday that they are partnering on a new rental listing alliance.
The companies explained in a statement that their new agreement means “multifamily rental listings with 25 or more units advertised on Zillow will also be featured on Realtor.com.” When potential tenants visit Realtor .com, they will also see Zillow features such as 3D home tours and interactive floor plans.
Damian Eales
Realtor.com CEO Damian Eales said in a statement that the partnership will allow “us to deliver tremendous value to Realtor.com users.”
“Consumers will have a better rental experience, while property managers and landlords will be able to reach a market-leading combined audience through the Realtor.com and Zillow platforms,” continued Eales. “An average of 70 million people turn to Realtor.com each month. Looking for your next place to live, we remain committed to providing the best experience for tenants, buyers and sellers at every stage of the real estate journey.”
The partnership comes against the backdrop of a highly competitive residential gateway environment. Competition has intensified significantly after CoStar, a long-time giant in commercial real estate, also started to enter the residential consumer market. Today, CoStar’s flagship residential site Homes.com is experiencing significant growth and is the subject of a major marketing push.
CoStar also operates the rental portal Apartments.com.
CoStar CEO Andy Florance also criticized rivals such as Zillow and Realtor.com and said he believed Homes.com could eventually become the largest residential portal in the United States.
The resulting battle for consumer attention, sometimes referred to as the “gateway wars,” also comes at a time when a series of commission lawsuits are raising questions about the future of agent compensation — and if real estate professionals do Impacts Large Portals Suddenly, there is less money to pay for online leads.
Rich Button
Statements from Realtor.com and Zillow sidestepped that context and instead focused on the details of the new rental partnership. It also added that Zillow “continues to grow its multifamily rental market, with nearly 39,000 such properties advertised on Zillow as of the end of February 2024.” It also noted that Zillow will begin syndicating to Realtor.com this spring Post a property.
Zillow CEO Rich Barton said in a statement that the deal with Realtor.com will increase the visibility of rental listings on its site and help “our partners attract more tenants and drive their businesses forward.”
“We are committed to providing a great experience for consumers and helping more and more people come home,” Barton added.
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