Keller Williams Vs Zillow: IDX Feed Change Could be Key in Better Agent Support

February 18, 2021
Share this Post: 

The founder of Keller Williams, Gary Keller, announced at the 2021 Keller Williams Family Reunion that his company is taking Zillow head-on after Zillow announced the acquisition of ShowingTime. 

To accomplish this, the brokerage giant has a number of ideas that include controlling lead generation for its own agents with local advocacy in order to change how Zillow displays listings on its platform. 

Keller Williams President Josh Team explained that this acquisition between Zillow and ShowingTime could be a means of Zillow taking more of an agent’s commission, something that the brokerage is confronting first. 

The second part of the strategy is to contact local MLS’s and REALTOR associations to advocate ending the ShowingTime partnership and change MLS display rules. Because Zillow has switched over its backend to an IDX feed, the company must submit to all local MLS regulations. 

Team said:

“Whatever rules the MLS places, all brokers, including Zillow will have to follow it.

“If your MLS will change that rule then your picture, your name, your face will be all over that.”

Gary Keller is also advocating for a change in how listings are displayed, the biggest change being the second picture on a listing being an image of the agent affiliated with the listing. This is akin to how Compass displays its contact information. 

Keller Williams has shown that it is not backing down from any change that could affect its agent associates. Zillow has yet to comment. 

Another big-shot company isn't backing down in the wake of Zillow's big changes. CoStar Group has developed a tool to compete with Zillow after the ShowingTime acquisition, with the help of Homesnap.

February 18, 2021
Victoria has been writing about property portals and marketplace sites for Online Marketplaces for over 3 years. She is also our resident artist and is responsible for all of the infographic content on the site.

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

Dutch Houses Netherlands
Mediahuis Shuts Dutch Portal Jaap Citing Fierce Competition

The Dutch real estate portal Jaap quietly shut down earlier this year after seeing its profits evaporate in the face...

Read More
Costar Vs Zillow Cowboys
CoStar's May Not Need to Win Traffic Game to Out-Earn Zillow

It might be growing fast (and shouting about it) but CoStar-owned US  challenger real estate portal is still a...

Read More
Untitled Design 10 1
Schibsted Successfully Detaches Media Business, Leaving Standalone Marketplaces Segment

The Norwegian media and marketplace operator Schibsted has had a busy month, with transactions worth approximately NOK 50 billion ($4.7...

Read More
Idealista Cinven
Private Equity Firm Cinven Takes the Lead in €3Bn Idealista Tug-Of-War

London-based, private equity firm Cinven has reportedly signed an exclusivity agreement to acquire Idealista for an estimated €3 billion. The...

Read More

Editor's Pick