CoStar CEO Andy Florance Coins "Ziltorfin" in Attack on Rival Portals at Inman Event

January 24, 2024
Share this Post: 

CoStar Group CEO Andy Florance has called out the triumvirate of Zillow, Realtor.com and Redfin for tarring the industry's reputation.

At the Inman Connect New York event, Florance told Brad Inman that the group of portals he calls "Ziltorfin" distracts American buyers and sellers with bait-and-switch tactics that laud their traffic numbers while failing to address their respective user experiences—and the reason people "hate" the industry.

Florance branded the three portals as deprioritizing the agents' branding in favour of their own.

"In the rest of the world, when an agent has a listing, their name is on the listing, their phone number is on the listing, and there’s branding happening.

"Only in the United States is it the portals’ brand goes on the listing rather than the agents’ brand. That’s bizarre.

"If you’re an agent, you may not be catching this, but buyers have been trained to not ever hit ‘contact agent’ because if you do you need to buy a new cell phone.

"I’ve tried it. I’ve submitted leads on three houses and I received 140 phone calls, emails, texts and voicemails within 24 hours."

Florance pointed out CoStar's ongoing "Your Listing, Your Lead" campaign that rewards the listing agent with the lead, as the vehicle by which CoStar will vacuum up market share for its residential portal Homes.com.

CoStar is ramping up its pursuit of Zillow, a portal behemoth Florance set his sights on many years ago. Continued investment in data and marketing has certainly boosted Homes.com's reputation, but can it legitimately take the crown?

January 24, 2024
Harvey is an experienced property journalist and copywriter. He has written about the property industry since 2015, starting at The Property Franchise Group in the UK, before moving to Spain to work for Spotahome. He has blogged for the private rented sector, ghostwritten for UK property experts and written case studies for franchise owners around the UK. Harvey joined Online Marketplaces as a News Editor in 2022.

Subscribe to our mailing list to get the famous, free Friday newsletter!

News and analysis to help build better online marketplace businesses, in your inbox, every Friday

Related News

Shutterstock 1932382865
$13 Billion Adevinta Takeover Deal To Go Ahead After 11th Hour Drama

The acquisition bid made by Aurelia Bidco for the Oslo-listed online marketplace operator Adevinta has finally reached the approval threshold...

Read More
Shutterstock 2245599643
Zillow Adds Individual Room Listings to Its Portal

The U.S. real estate portal Zillow has announced the addition of individual room for rent listings to its portal. The...

Read More
Blank 705 X 430 5
Immowelt's German Parent Company Rebranded to 'AVIV Germany'

The local parent company of the German real estate portal Immowelt has changed its name to 'AVIV Germany'. Immowelt is...

Read More
Untitled Design 15
REA Group Sees Strong Domestic Growth in HY1 Results

The Australian real estate marketplace operator REA Group has released its results for the first half of its 2024 financial...

Read More