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Customers of real estate software company RESAAS now have the option to list their listings as “coming soon” on Zillow, the industry’s leading search portal, Inman learned in a March 19 press release.The integration of the two companies begins September 2023.
Traditionally, listings classified as “Coming Soon” have had additional marketing appeal for sellers, allowing agents to build momentum and gather market interest and feedback before officially accepting an offer.
“The upcoming listings represent the newest and most popular listings in the real estate industry,” RESAAS CEO Tom Rossiter said in a statement. “Connecting the RESAAS platform to Zillow provides a streamlined solution that can be accessed across the U.S. Promote properties for sale on the largest real estate website. “
This practice sometimes falls into the stigma of “pocket listing” because it limits exposure and gives a few people a head start on other buyers. It also misrepresents the number of days a property has been on the market, a key indicator in determining the health of the market and the attractiveness of subsequent listings to the market.
While it can generate interest before a home is fully marketed, it’s not uncommon for buyers to ask to see it, especially as many buyers become anxious during the search process. The concept of fair competition, underpinned by the open market model, often triggers many debates about pre-market advertising.
Customers who pay for the RESAAS Ultimate account tier will have the option to push upcoming listings to Zillow.
“Agents should still follow the upcoming guidance from their local MLS,” RESAAS CEO Tom Rossiter said in an email to Inman. “This will not be suitable for every agent, nor will it be suitable for every market.”
RESAAS last year announced the launch of an artificial intelligence assistant powered by ChatGPT to help users create listing descriptions and marketing messages, especially to help users at the premium and flagship account levels overcome creative barriers and handle general marketing tasks more effectively.
In addition to its role as a software partner, RESAAS has launched an effort to help Florida agents offer home insurance to buyers as carriers avoid the risks of living in a state that is in an unprotected major hurricane corridor. natural disaster risks.
While enterprise solutions are also on the horizon in 2023, Rossiter said he wants to be more than just a technology company.
“If people can’t get insurance, they can’t move, and if they can’t move, agents can’t work,” Rossiter said in November 2023.
Rossiter said at the time that RESAAS was more than just a technology “platform.” Rather, it is a universal resource for multiple aspects of the real estate vertical. While he hopes to apply technology to better deliver the services the company provides, the ultimate goal is to respond to the unmet needs of real estate agents.
Email Craig Rowe
