As Zillow pushes its Showcase platform to brokerages, real estate media professionals face 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 Photo, this revealing video breaks down Zillow’s aggressive strategy to corner the real estate media market. Cool explains that Zillow is facing increased competition from platforms like Matterport, iGUIDE, and CubiCasa, all of which offer robust options for floor plans and virtual tours. To compete, Zillow is heavily promoting their 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 alternatives. Cool critiques the lack of control and editing options in Zillow’s tools, 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 clarifies that Zillow eliminated its photographer certification program in 2022. Now, any photographer with a 360 camera can sign up to offer Showcase listings. While this flexibility sounds appealing, it means Zillow imposes no quality standards on the media provided. This lack of oversight can impact the perceived professionalism of listings.
Cool emphasizes that Showcase listings don’t provide the advantages 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, studies, including one by Harvard Business School, suggest that virtual tours don’t significantly boost real estate sales and can even prolong time on the market. Zillow’s strategy seems more focused on subscription revenue from agents, with costs starting around $400 per month and climbing into the thousands in some regions.
The video also offers practical advice on how to navigate client inquiries about Zillow Showcase. Cool suggests signing up for the platform if necessary but highlights better alternatives. For instance, tools like CubiCasa provide high-quality floor plans at a low cost, and platforms like Matterport or iGUIDE offer superior 3D tour experiences. He also stresses the importance of leveraging social media, particularly Instagram, for real estate marketing. Unlike 3D tours, photo and video content can be directly shared on platforms where buyers are most engaged. Check out the video above for the full rundown from Cool.
