MLS-Backed Zillow Challenger Nestfully Ups its Data Game with Local Logic Integration

The U.S. real estate portal site Nestfully has announced a partnership with Local Logic, a provider of location intelligence data.

The partnership sees Local Logic's location and demographic data integrated into Nestfully’s platform. The data is already being used on individual listings pages as well as neighbourhood pages designed to rank well in organic search.

Nestfully is the portal site launched early in 2023 by a collection of regional MLSs to compete with the likes of Zillow, Homes.com and Realtor.com.

Portal sites in the United States have been engaged in something of a consumer-facing data arms race in recent years adding flooding, climate, demographic and school data. The data is seen as crucial in the battle for organic traffic with CoStar CEO, Andy Florance claiming that his company has thousands of employees visiting "every park, neighborhood, condo, school in the country" to gather rich data.

By outsourcing the data collection and integration to a company like Local Logic that specialises in the North American market, Nestfully's operators hope to compete with the big portals for consumer eyeballs.

“Our collaboration with Local Logic marks a milestone for Nestfully,” said Amit Kulkarni, Bright MLS Chief Marketing Officer. “Integrating Local Logic’s advanced location and demographic insights introduces new value to agents and homebuyers, and brings them a new tool that enhances the homebuying search.”

The continued investment in Nestfully by MLS groups is another threat to established players like Zillow which is currently suing an MLS group and two of its members after they removed the option for agents to use Zillow's showing management time software, ShowingTime.