On Hiatus From A Two-Year Zillow Blogging Embargo
I have never blogged about Zillow… or Redfin, for that matter. I’ve always felt that they got more free press than they deserved – not that they don’t deserve some free press, ’cause they do – and as such, there wasn’t anything else I needed to add to the conversation. After all – I only blog if I have something to say.
Well today I have ended my embargo on Zillow… not only because what I am about to reveal is noteworthy – but because to me – it’s local.
Network Communications, Inc (NCI) and Zillow.com have announced today that NCI will join the Zillow Listings Feed program to feed 500,000 of its residential listings to Zillow.com daily.
“NCI is continually looking to expand the opportunity for consumers to interact with our advertiser’s listings when they are shopping for a home,” says Cy Caine, Vice President of Strategy & Business Development, Network Communications, Inc. “As one of the most visited real estate sites on the Web, Zillow.com allows us to offer our advertisers exposure to millions of additional consumers while enhancing the search experience for homebuyers.”
Zillow Listings Feeds allow brokerages and other listing publishers to post for-sale listings directly to the site in a bulk feed, giving the homes a virtual “for sale” sign for free on Zillow.com. For additional exposure, individual agents can create a free profile page with photos, contact info, and more details about the individual agent – linked directly from each listing.
Network Communications is in my backyard. They publish several different real estate books, such as “The Real Estate Book”; “Apartment Finder”; “Mature Living Choices”; “Black’s Guide”; “New Home Gardens”; “Atlanta Homes & Lifestyles”; “Enclave”; “Unique Homes”; “Kansas City Homes”; “Atlanta Home Improvement”; “At Home in Arkansas”; “Relocating to Las Vegas”; “Colorado Homes & Lifestyles”; “St. Louis Homes & Lifestyles”; “Seattle Homes & Lifestyles”; and “Mountain Living”. They also provide their online magazine content through LivingChoices.com.
This is actually good news for agents who advertise in any of these publications, as not only will they have the advertising edge of reaching potential sellers through the printed medium – they’ll now be able to reach potential buyers throught the Zillow.com online medium.
For those of you who actually caught what I just wrote…
I stopped advertising in The Real Estate Book several years ago – and most print media a year ago. To me, there was a time when I felt the print media could actually help me sell property in Atlanta… but that time has passed. Now, the only reason I can see to use these publications is to attract SELLERS. That’s right – sellers. That’s because sellers use the print media to find agents who advertise… and many agents begrudgingly comply.
On the other hand, the modern homebuyer goes to the Web to find a home… and that’s where the smart money goes. If you want to sell a home – it’s always best to advertise it where the buyers are actually looking.
Now I haven’t been a real big proponent of most of these type of real estate websites, I must admit. In fact, I am fearful that not unlike Realtor.com – allowing our listings to be used on most of these sites will eventually cost us money. Big money. But I am thankful that some of these sites, like Zillow.com, provide a thorn in Realtor.com’s side. It keeps them on their collective toes.
Competition IS the change agent.
So while I am no fan of real estate sites that scrape the web for listings – I do endorse the idea of Zillow.com partnering up with companies like Network Communications to use their advertised listings. And like most beneficial strategic partnerships – this one has the key element of synergy that will be good for both partners… as well as their customers.
So there you go, David Gibbons. You finally got me to blog about your company.
On the other hand – Glenn Kelman shouldn’t hold his breath.
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Leanne Finlay says:
Finally, a like-thinker! Thanks!
January 10, 2008 — 11:06 am
Doug Quance says:
There’s only a few of us left, Leanne!
January 11, 2008 — 9:42 am
Matt in Atlanta says:
I agree that print advertising is dead. But, for the non-tech-savvy agents out there that only rely on print advertising this is a good thing for them and their clients.
January 11, 2008 — 11:04 am