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Zillow's Outrageous Portal Flex

  • Writer: Mal McCallion
    Mal McCallion
  • 5 days ago
  • 3 min read


Zillow, the number one American property portal, has performed one of the most outrageous flexes in a world of generally outrageous number one property portal flexes.

 

They've introduced a new rule that demands agents list every property on their site within 24 hours of going live, or risk being barred from ever listing each on Zillow. That’s from the moment a signboard is put outside the home, or it being mentioned on social media, or it appearing on an agent’s website!

 

Imagine Rightmove or REA Group pulling a similar stunt here in the UK or Australia. It would be akin to a property portal power play, dictating how agents market their properties.

 

This move by Zillow is a clear signal of the portal's desperation to maintain its grip on the property market. With the rise of AI and the increasing value of data, portals are realising that their traditional model might be under threat. Agents spend considerable time and effort crafting property descriptions, taking photos and creating content that is essentially the lifeblood of these portals. Without this content, portals would wither away.

 

The real kicker here is how AI is changing the game. As tools like ChatGPT and others become more adept at scouring the internet for property listings, the need for a centralised portal diminishes. Imagine a world where potential buyers simply ask an AI to find them a three-bedroom house with a sea view and it pulls results from across the web, not just from the portals. This is the nightmare scenario for the likes of Zillow, Rightmove and REA Group.


 

Want to hear more? Join Mal & Matt on the Property AI Report Podcast each week!

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In response, portals are trying to lock in agents with restrictive terms and conditions, ensuring they remain the primary source of property listings. But savvy agents are already exploring alternatives. Some are opting for early bird listings on their own websites, or using social media to reach potential buyers before the properties hit the portals. This strategy not only gives agents more control over their data but also boosts their SEO, as search engines and AI tools prioritise original content.

 

In Australia, as Matt Goddard reveals on our Property AI Report podcast this week (search for it on your preferred podcast platform!), portals are even trying to corner the social media advertising market, insisting agents use their in-house services rather than third-party tools. This isn't just about revenue (although it is +also+ about revenue); it's about data. By controlling a property’s social media activity, portals gain access to valuable audience insights, which they can then use to their advantage.

 

The message here is clear: data is the new gold. Agents need to guard it jealously and think strategically about how they use it. As AI continues to evolve, the power dynamics in the property market are shifting. Portals may still hold sway for now, but the tide is turning - fast.

 

The take-out here is – keep an eye on those terms and conditions and don't be afraid to explore new ways of reaching your audience. I return to my Rightmove Recovery Plan (TM!):


  • Stop talking about Rightmove to clients; if they ask, fine, but don’t let your team insist it’s critical

  • Start looking for alternatives; other portals like OnTheMarket (their owner has made a passionate defence of agents’ right to choose where their content goes) and Zoopla are going to be more than enough in future, and AI is going to change everything

  • Guard your content; you paid to create it, gifting it blindly to Rightmove so that they can charge you for showcasing it in all circs is killing you. Get a plan for each listing that means that some are on your site, first, for a couple of days, so that you get the benefit of SEO and AIO before anyone else does.

 

Zillow’s restrictive practices are a desperate move by an outdated marketing channel trying to stop the tide of content washing away from its historic stronghold. I’d suggest it’s only a matter of time before the other market-leading portals follow suit. So the sooner you build options, the less you’ll be straightjacketed by another outrageous number one portal flex …

 
 
 

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