As Zillow expands its Showcase platform to brokerages, real estate media professionals are facing new challenges and opportunities. Understanding how this platform works and its impact on listings is key to staying ahead in a competitive market.
coming to you from nathan cool photoThis revealing video breaks down Zillow’s aggressive strategy to corner the real estate media market. Cool points out that Zillow is facing increasing competition from platforms like Matterport, iGuide, and Cubicasa, all of which offer strong options for floor plans and virtual tours. To compete, Zillow is promoting its showcase listings directly to brokerages. However, the offerings – such as 3D home tours and basic floor plans – don’t measure up in quality compared to the alternatives. Cool criticized the lack of controls and editing options in Zillow’s tool, which can make the finished product less professional.
Zillow’s approach has also confused some real estate agents, leading to misconceptions about certified photographers. Cool clarified that Zillow is ending its photographer certification program in 2022. Now, any photographer with a 360 camera can sign up to offer Showcase listings. Although this flexibility sounds attractive, it means that Zillow does not impose any quality standards on the media provided. This lack of oversight can affect the perceived professionalism of the listing.
Cool emphasizes that showcase listings do not provide the benefits agents might expect. For example, these listings don’t always appear at the top of search results on Zillow, despite the platform’s claims. Additionally, a study including one from Harvard Business School shows that virtual tours do not significantly boost real estate sales and may even increase time on market. Zillow’s strategy seems to be more focused on subscription revenue from agents, the cost of which starts at around $400 per month and reaches into the thousands in some areas.
The video also offers practical advice on how to navigate customer inquiries about Zillow Showcase. Cool suggests signing up for the platform if necessary but highlights better alternatives. For example, tools like CubiCasa provide high-quality floor plans at low cost, and platforms like Matterport or iGUIDE provide a better 3D tour experience. He also emphasizes the importance of leveraging social media, especially Instagram, for real estate marketing. Unlike 3D tours, photo and video content can be shared directly on the platforms where buyers engage most. Watch the video above for full details of Cool.