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Douglas Elliman strikes listings deal with Zillow

Douglas Elliman Real Estate has signed a deal with Zillow to get its 9,000 listings prime space on its network.

Zillow, Inc. and  Elliman said the new strategic marketing partnership will mean the brokerage’s  listings will appear as featured listings on the Yahoo!®-Zillow® Real Estate Network, the largest real estate network on the web via a direct feed from Douglas Elliman.

Douglas Elliman serves the New York, Westchester/Putnam, Long Island, The Hamptons, South Florida and Los Angeles markets.

Also as part of the partnership, Douglas Elliman’s exclusive inventory of Manhattan properties will be marketed on Zillow for the very first time.

As featured listings, all of Douglas Elliman’s listings will appear at the top of the search results on Zillow as well as on Zillow’s suite of mobile apps and on Zillow partners AOL® Real Estate and HGTV®’s FrontDoor®.

“We are excited about our partnership with Douglas Elliman,” said Spencer Rascoff, Zillow CEO. “Combining Douglas Elliman’s listing inventory with our broad marketing capabilities and audience of nearly 82 million users brings many benefits not only to Douglas Elliman’s agents, but also to home shoppers looking for property in Manhattan and in the other markets served by Douglas Elliman.”

In addition to displaying as a featured listing on Zillow, all Douglas Elliman’s listings will feature unique branding and the company’s agents will get priority placement next to their listings, including a logo and link back to their website. The partnership will be live later this week.

Dottie Herman
Dottie Herman

“This ultimate pairing of technology, data, and face-to-face information is designed to provide the best possible service to the customer,” said Dottie Herman, president and CEO of Douglas Elliman Real Estate. “We have always been committed to ensuring an exceptional service experience for consumers and this partnership will present information how they want it, when they want it and where they want it. This is a core element of our brand promise, to be where our customers are.”

The deal comes just a week after the Real Estate Board on New York voted to open up its listings to the IDX community.  IDX – Internet Data Exchange – for the REBNY Listing Service (RLS) will allow participating agents and brokerages to display their competitors properties’ on their websites, something that’s already available in most U.S. markets.

Consumers don’t have to register to see any listings, a system already perfected by such third-party  sites as StreetEasy that lets apartment hunters browse everything for sale in New York City anonymously.

Over the next few months, REBNY will be offering its IDX to all of the city’s brokerages — they can chose to be part of it or not. Agents affiliated with RLS firms that participate in IDX will, with their firm’s permission, be able to add it to their own individual websites. The system is a voluntary and reciprocal process.


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