Follows Zillow's Lead, Introduces Paid Listings and Visibility Boost Products

September 14, 2023
Share this Post: 

The Newscorp-owned U.S. real estate portal has introduced a new series of products and services to help agents grow their sell-side business.

The move sees Realtor introduce a paid subscription service for agents to enhance their listings' presentation and boost their visibility on the portal's results pages for the first time. The new suite of products represents a notable shift in the company's business model and will be widely interpreted as a mirroring of similar features introduced early this year by rival, Zillow.

To quote a company press release, the new selection of products and features available to agents on includes:

  • "Featured branding to connect with more sellers: Get in front of motivated sellers who are actively seeking agents by amplifying your agent profile and getting higher placement in search results on's pay-at-close seller leads platform.
  • Enhanced listing presentations: Master your listing presentations with local market data and buyer intel from plugged directly into pre-listing tools from Cloud CMA by Lone Wolf.
  • Promoted listings in search results: Showcase your listings to buyers on the first page of's search results for relevant market searches.
  • Find the right buyer for your listing: Lift close rates by uncovering local buyers searching with matching budgets and home preferences, and communicate directly with their buyer's agent about your listing."

The features are collectively known as 'Listing Toolkit' and are already available to agents across the United States. Commenting on the release of Listing Toolkit, Blake Elmquist, Vice President, Seller Category said:

"To succeed in the current market, brokers and agents need a strong partner like, who can help them attract and communicate with the millions of soon-to-be sellers who visit our site each month. Compared to the competition, a higher portion of our audience is ready to find an agent to help them buy and sell,"

"Leveraging the insights and tools in our new Listing Toolkit can help agents get in front of and wow seller prospects, beat out the competition for listings and seamlessly close deals and sell homes faster. The comprehensive toolkit is just one of the many ways is aggressively innovating to drive results for listing agents and helping to grow their business."

Whereas in most European markets, portals charge agents to list on their website and app, in the United States residential real estate portals have typically made money by charging agents for leads rather than on a pay-to-list or premium placement basis.

With Zillow's introduction of its 'Listings Showcase' in June and now's 'Listing Toolkit' the landscape has shifted for agents.

Previously a selling agent would be unlikely to pay a real estate portal as all listings are included in the portal's results pages free of charge via the MLS. Now with the advent of Zillow and Realtor's new products and the rise of's premium visibility model, selling agents may find themselves in an arms race to make sure their listing gets enough exposure.

September 14, 2023
Since March 2020 Edmund's job has been to read about, write about, collect data on, analyse and generally know about real estate marketplaces and the companies that run them. Before that he worked at the aggregator Mitula Group (which became Lifull Connect) for five years.

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

Aggregators Article Hero Imaghe
What Are Real Estate Aggregators and Are They About to Disappear?

Looking back at the talking points from Property Portal Watch 2010 it seems that classifieds aggregators caused a stir in...

Read More
Houseful Rebrand
Houseful (Zoopla) Launches "Movemnt" Transaction Infrastructure for Property Professionals

Houseful has launched "Movemnt", a free-to-use national home transaction infrastructure for all estate agents, conveyancers, mortgage lenders, and brokers. Movemnt joins...

Read More
Untitled Design 15 1 Releases Next Stage of Its Buyer Agency Advertising Campaign, the number-two portal in the US and part of the three-way battle for market leadership in the so-called "portal...

Read More
Untitled Design 17
REA Group Acquires Remaining Stake in Prospecting Tool Realtair

REA Group has announced that it has bought the remaining shares of Australian proptech company Realtair. Previously, REA Group held...

Read More

Editor's Pick