Zillow expands pool of brokerage partners for pre-market offering

Core Viewpoint - Zillow is expanding its pre-marketing efforts by partnering with additional brokerages to enhance its Zillow Preview tool, which allows agents to list homes before they are publicly marketed [1][2] Group 1: Partnerships and Expansion - Zillow has added 24 new brokerages to its Zillow Preview tool, including notable firms like Serhant, Samson Properties, Engel & Völkers, and Leading Real Estate Companies of the World [1] - Previous partnerships include Keller Williams, REMAX, HomeServices of America, Side, and United Real Estate, indicating a growing network of collaborators [2] Group 2: Market Position and Strategy - Executives from Zillow emphasize the importance of transparency in the market and the benefits of pre-marketing for sellers, aligning with the company's strategy to maintain a competitive edge [2][4] - Engel & Völkers America CEO highlighted the belief in full market exposure while acknowledging that pre-marketing can be beneficial in certain situations [3] Group 3: Competitive Landscape - Zillow's expansion follows a legal dispute with Compass regarding marketing practices, which has recently been resolved with Compass dropping its lawsuit against Zillow [3] - The introduction of Zillow's pre-marketing tool coincides with similar initiatives from competitors like Compass and Redfin, indicating a trend in the industry towards early listing exposure [5] Group 4: Incentives and User Engagement - Zillow offers incentives for agents using its pre-marketing tool, such as improved search result placement and bonuses for successful transactions within its Preferred agent network [6] - The platform attracts approximately 235 million unique monthly visitors, enhancing its appeal as a listing portal compared to others [6]