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If it walks and talks like a brokerage, it might be Zillow

Zillow is one of the largest real estate media companies in America, and they have recently made bold expansion plans many are praising, but one industry leader tells AGBeat that these moves are competitive, not praiseworthy.

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Zillow’s expansion plans: compete with brokers?

Real estate media company, Zillow has recently made several big moves, some are being called game changers as they add value to their offering with the goal of better serving real estate practitioners and consumers. Not everyone sees it that way, however, including VHT Chairman, Brian Balduf, who is no stranger to controversy, recently taking on black hat SEO tactics of real estate media sites.

Balduf sees Zillow’s expansion plans as anti-broker and in a statement to be released later today, Balduf outlines why. The statement is featured in full below.

“If it walks and talks like a brokerage, it might be Zillow,” by Brian Balduf, VHT Chairman:

Zillow’s new Agent Hub tool

When Zillow rolled out a new CRM tool for real estate agents on Friday, it hit a nerve with brokers who are already offended by big aggregators’ controversial tactics to get in between them and their customers.  Now it looks like Zillow is also trying to get in between them and their agents.

Zillow describes Agent Hub as a key step in moving Zillow beyond advertising with a suite of tools and services giving agents a central hub for marketing and managing their businesses and becoming more productive.

Agent Hub is said to provide agents with analytics dashboards to monitor listing and agent profile metrics, as well as marketing and social media training and industry news updates.

All this prompted industry observers such as Geekwire to suggest that Zillow’s agent strategy is targeted at competing with Market Leader and other industry outsiders that are aggressively pursuing the billions spent annually by real estate professionals on marketing and advertising.

Brokerages are in Zillow’s crosshairs

But there’s more going on here than competition between two companies in the same space. In this battle, it’s real estate brokerages who are in the crosshairs of Zillow’s ongoing expansion plan.

Understanding why that’s the case requires understanding how the Internet has changed consumer buying habits. Once upon a time, agents were the source of clients for brokerages. But now, consumers have direct access to MLS listings and they’re spending weeks or months shopping for homes on the web without help from agents.

Today, agents have to pay Zillow and other third parties to help them find these online buyers. And these savvy third parties are investing big bucks in developing a range of CRM, lead management and other support services that are easy for agents to access and free or low-cost to use. (Zillow’s plan, the company disclosed this week, also includes opening a new California office and adding 100 employees to its sales force to promote the Agent Hub offering.)

An interesting comparison

Here’s an interesting comparison.  If you look at some advertising by brokers trying to attract agents, and at what these industry outsiders like Market Leader are marketing to agents, you’ll see some interesting similarities:  

The broker’s message in the above ad — about providing the “best tools, training, support and lead generation” to agents — has been borrowed by third party companies like Market Leader. Its brochure ware says it offers agents “integrated websites, contact management, a marketing center, and lead generation services that generate a steady stream of prospects plus provides the systems and training for converting those prospects into clients.”

The only difference in the services is that these third party players aren’t restricted by all the rules and regulations that a brokerage must adhere to.

Zillow undermines brokers’ value to agents

With Agent Hub, Zillow is helping to undermine brokers’ value to agents and eclipsing their role by providing services directly to agents – services that traditionally have been provided by brokers. Like Market Leader, they’re taking money out of brokers’ pockets, undermining agents’ loyalty to brokers, and basically competing for the low hanging fruit – agent marketing dollars.

No wonder agents are questioning the role of traditional brokers and demanding a larger share of commissions.  If the trend continues, will agents need brokers at all?

Brokers CAN actually strengthen their relationship with agents and increase their value proposition. But they need to spend less time trying to recruit more agents and more time using their resources to get leads for the agents they have. They should be helping agents nurture buyers through the sales process so they can close more sales.

This battle is all about trying to help agents generate leads and close deals more effectively. Whoever does it the best, wins, period.

AGBeat is not affiliated with VHT and the above comments expressed do not necessarily reflect the opinions and position of AGBeat officers and employees.

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47 Comments

47 Comments

  1. Ken Brand

    April 18, 2012 at 3:44 pm

    “This battle is all about trying to help agents generate leads and close deals more effectively. Whoever does it the best, wins, period.” Absolutely spot on. The odd thing, at least for now, in this simmering competition stew, brokers are providing their ZTR competitor with gunpowder (property data) which is used to sell ads to the brokers agents, which generates money, which ZTR use to manufacture more tools (bullets) to shoo the gunpowder-providers (brokers) in the head. Awareness on all fronts is rising and will rise as the market rebounds and (hopefully) smart brokers move from a survival-mode-mindset to a kick-ass-and-take-names-mindset.

    “But they need to spend less time trying to recruit more agents and more time using their resources to get leads for the agents they have.” I believe to thrive you must do both impressively. Half-assing on lead gen, developing new talent, quality control and attracting new talent will have a broker chasing and lagging instead of leading and reaping.

    I don’t believe a middle ground is possible due to TRZ’s shareholder/investor demands and expectations, growth can only come from disintermidiating brokers. What I’m encouraged by is the fact that (for now anyway – wake up brokers TRZ is a Trojan Horse) brokers can (if they have the will) pull the life support plug on TRZ. In will be interesting to see how brokers react in a surging rebound market.

    Thanks for sharing.

  2. Benn Rosales

    April 18, 2012 at 4:02 pm

    The entire old guard needs to be pushed – if you’d told me 3 yrs ago top producer would be html5 I’d have called you insane and asked you to step away from the crack.

    IMO this is more threatening to old vendors and new vendors with old tricks – read that again.

    This is a snap in the face to NAR – wake up, we’re taking the reigns as the leader in the real estate industry, and Trulia just solidified my belief last week.

    The fact is, Zillow is a threat to everything that was once normal in real estate, and there isn’t a damn thing wrong with that. The arrogance of the old mans club is coming to a head – mark my words.

    • Bruce Lemieux

      April 19, 2012 at 4:00 pm

      Benn – Definitely agree that other RE service providers like Move, etc should worry about Zillow, but how is “Zillow is a threat to everything that was once normal in real estate”? It seems to me that Zillow does two things: sells web ads from listing data, and provides web services to agents. This may bring about some industry consolidation in these markets, but I don’t see how this affects much else. This doesn’t seem that revolutionary/disruptive to me. What am I missing?

      What would be very interesting – and cause quite a stir – would be if Zillow setups up brokerages ala Sawbuck — ‘brokerages’ that have access to MLS data and build an agent referral business. This would be a lot more disruptive to traditional brokerages than anything else they’ve done recently.

      • Benn Rosales

        April 19, 2012 at 5:34 pm

        Bruce, got your question, and I’m going to see if I can help paint a better illustration of what I mean than stuffing it into a comment. I don’t think Z will be sticking signs in yards, I think it’s a lot more macro than that and not speculative, but what’s actually happening in real time.

        • Bruce Lemieux

          April 19, 2012 at 6:22 pm

          “I think it’s a lot more macro than that and not speculative” – I have no idea what that means.

  3. Rich Jacobson

    April 18, 2012 at 4:31 pm

    Spot on, Benn! Things are desperately in need of a shake up. Local brokerages (and parent companies) have failed to provide meaningful lead gen systems for their agents. Zillow and Trulia are simply fulfilling the need/demands that Realtor.com has failed to provide.

  4. Robert Drummer

    April 18, 2012 at 10:50 pm

    If *any* agent puts their client information in Zillow’s AgentHub, they are an absolute idiot.

    Zillow’s ‘Terms of Use’ let them do anything they want with your client list including sell it to any third party.

    I blogged about here:
    imapp.com/blog/2012/04/zillows-dirty-little-secret/

    • Jay Thompson

      April 19, 2012 at 12:40 pm

      Jay T. from Zillow here!

      Thanks for pointing this out Robert. The TOU you cited in your posy was never intended to include info agents and brokers upload to the CRM / Agent Hub. Zillow will not harvest anything from the contacts that agents input into the CRM, and the language of the TOU is being been updated to explicitly state this.

      • David G

        April 23, 2012 at 8:54 am

        Thanks for the clarification Jay T. 😉

  5. Thomas Johnson

    April 19, 2012 at 2:06 am

    Tsk tsk. What would David Gibbons do?

    • David G

      April 23, 2012 at 8:55 am

      He’d probably do exactly what Jay T would do. Good to see you Thomas.

  6. Paula Henry

    April 19, 2012 at 6:10 am

    Agents and brokers woke up too late.

  7. Bruce Lemieux

    April 19, 2012 at 3:43 pm

    All this hand-wringing over Zillow is so tiring.

    So Zillow is providing services to agents just like Market Leader and Move. So what? Agents aren’t forced to use any of this. If Zillow provides compelling products with good value to agents, how is this a bad thing?

    And this incessant worry that Zillow will become a brokerage — ugh, enough already. If Zillow’s evil master plan is to setup brokerages, then let them. Running a profitable brokerage is hard work. If it were simply a matter of turning on a website, Redfin would have taken over the entire industry years ago. And if they do setup brokerages, do it better than everyone else and make tons of money, then good for them. Seriously – what *is* the problem?

    There’s a lot of zillow/trulia/redfin/r.com haters on the REnet who would be better off focusing on how to provide more value to their buyers and sellers – and less time griping about everyone else.

    • Benn Rosales

      April 19, 2012 at 5:37 pm

      I’m not a hater, like I said, competition in the market place especially for associations and vendors is a great great thing.

      • Bruce Lemieux

        April 19, 2012 at 6:16 pm

        Benn – sorry, didn’t mean to infer that you were in the ‘hater camp’. If I understood the original article correctly, you reported on Mr. Balduf’s thoughts on Zillow, not your own. I think we both agree that a more competitive RE service marketplace is all good.

        • ken Brand

          April 20, 2012 at 10:16 am

          I’m not wringing my hands Bruce, I’m speaking up, speaking out, wagging a finger, shaking a fist.

          Fortunately I’m capable of expressing my self and focusing on my business at the same time. A part of business is keeping abreast of competitive forces, listening to opposing views and formulating a positon current issues. Expressing myself in writing is helps to crystalize my beliefs.

          What I’m not doing it sitting quietly in a corner, deaf, dumb and mute. If I did that I wouldn’t be “doer”, I’d be a dud. imo

      • David G

        April 23, 2012 at 8:59 am

        Was Zillow contacted for comment on this story?

    • Drew Meyers

      April 20, 2012 at 7:02 am

      “There’s a lot of zillow/trulia/redfin/r.com haters on the REnet who would be better off focusing on how to provide more value to their buyers and sellers – and less time griping about everyone else.”

      Spot on. Unfortunately, this world is full of “blamers” aka those who will bitch and moan about what everyone else is doing that is so “unfair” but refuse to actually do anything themselves to improve their business. I’ll stick to hanging with the doers of the world..

    • Robert Drummer

      April 20, 2012 at 9:54 am

      It seems there are just as many zillow/trulia/redfin/r.com apologists on the REnet who also would be better off focusing on how to provide more value to their buyers and sellers – and less time griping about everyone else.

      • ken Brand

        April 20, 2012 at 10:01 am

        This is what makes the internet great. It allows us to bitch and moan, even when we want bitch and moan about the bitch and moaners. We can hate on the haters, we can point how unfair and misguided the unfair and misguided are.

        Thankfully because most of us who read and share on AG can walk and chew gum, we can laser focus on growing our business, be a doer and still find time to add to the conversation, even when the haters, moaners, bitchers, unfocused and undoers disagree.

        • ken Brand

          April 20, 2012 at 10:03 am

          PS. I think Redfin is an awesome brokerage. ZTR, not so much, they aren’t a brokerage yet.

      • Bruce Lemieux

        April 20, 2012 at 10:11 am

        @Robert – So we have the Hater Camp and Apologist Camp. How about the Agnostic Camp? Either way – I agree with your point.

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Opinion Editorials

Be yourself, or be Batman? A simple trick to boost your self-confidence

(OPINION / EDITORIAL) “If you can’t be yourself, be Batman.” We’ve heard it before, but is there a way that this mentality can actually give you self-confidence?

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Batman symbol has long been a way to boost self-confidence.

The joke with scary movies is that the characters do stupid things, and so you scream at them. No you dumdums, don’t go FURTHER into the murder circus. Put down the glowing idol of cursed soda gods and their machine gun tempers. Stop it with the zombie dogs. STOP IT WITH THE — WHAT DID I JUST TELL YOU?

We do this as the audience because we’re removed from the scene. We’re observing, birds eye view imbued ducklings, on our couches, and with our snacks. Weird trick for horror movies to play — makes us feel smart, because we’re not the ones on meat hooks.

But if a zombie crashed through our window, like RIGHT NOW, the first thing we’re going to do doesn’t matter, because that thing is going to be stupid. So so stupid. You can’t believe how stupid you’ll act. Like, “I can’t leave behind my DONUT” stupid, as a zombie chomps your arm that was reaching for a bear claw you weren’t even really enjoying to begin with. “Oh no my DOCUMENTS I can’t leave without my DOCUMENTS.”

There’s a layer of distinction between those two instances — removed versus immersed. And really, this colors a lot of our life. Maybe all of our life. (Spoiler: It is all of our life.)

It’s Imposter Syndrome in overdrive — the crippling thought that you’re going to fail and be found out. And you tell yourself that all the little missteps and mistakes and mis…jumps are entirely your fault. Feedback loops reiterates, and then you get paralyzed. And man, what a time to be alive — what with the world on fire — to start up a self-deprecation engine shame machine. No way our self-confidence is suffering now, right?

The point is: You — as a being — experiencing things first hand is the perfect time to see your shortcomings. You can’t help but do it. You are living in your skeleton meat mecha human suit, and all the electronics in your head strangely remember all the times you struggled. And weirdly, if you look at someone else in the exact same situation you were just in, you suddenly have this powerful insight and awareness. It happens naturally. It’s why you think I would never head on down to the basement in a creepy mansion. Watch any cooking competition show to see this in action. Armchair quarterbacks, hindsight 2020. It’s all the same.

But when it’s just you and you’re doing things in real time? You lose focus, you stumble, and you wonder why it’s suddenly so hard to make rice, or why you fell for the really obvious fake punt.

So where does that leave you? How do you solve this problem? There are ways. But the journey is arduous and hectic and scary and difficult. Time tempers your soul over and over, you harden in ways that build you up, and you become better. The process is ages old.

I bet you’d like at least… I dunno, there’s gotta be a small trick, right? Life has secrets. Secrets exist. Secrets are a thing. Let’s talk about one to boost your self-confidence.

Stop seeing things in first person, and instead, talk to yourself in the third person. Yes, just like George did in that episode of Seinfeld. Don’t say, “I need to finish the project today.” Say “Bob needs to finish the project today.” If your name is Bob, I mean. Substitute in your name. In effect, you are distancing yourself from the situation at hand, as you begin to view it from outside yourself.

Studies have shown that doing this causes a fascinating side effect — an odd insulating barrier that can give someone just enough distance from the problem at hand, which in turn lets someone more calmly examine the situation. Once that is achieved, a plan can be written and executed with great results.

There’s some research demonstrating this concept, and as truly crazy as it sounds, marked improvement in behavior has been measured when participants are told to think of themselves as a different person. It’s like the “fake it ’til you make it” principle — suddenly you’re sort of cheering on this other person, because you want them to succeed. It’s just that in this case, the other person is still you.

I’ve heard the concept also said that “your current self can give your future self an easier life if you work hard now.” It seems like distancing functions on that wavelength — that by thinking you are supporting some other entity (and even when that entity is still you), some empathetic mechanisms spring into play, and your natural desire to see success rebounds back onto yourself. This is you eating your cake, yet something still having cake.

So that’s magic in and of itself, right? I want you to try it. Don’t think in terms of what you have to do, but what you watching yourself will do. All these fun tiny benefits concurrently happen — encouragement, pressure removal, controlled thought, drive, momentum, and motivation. It’s all there — a trail mix built out of emotions and psychological buffs. And they’ll all fire off at once and you’ll start noticing how much better you feel.

Here’s the best part — we can take this further. At least two different studies have shown with children that thinking of an alter ego and then distancing creates even stronger outcomes. Now we’re not just hyping ourselves up — we’re hyping up an impressive figure. Batman is already taking down jerks. So what if you say you are the night and combine that with self removal? Even in children, the conclusion was fascinating. When they were given a menial task to complete, those who were told to believe they were Batman had an improvement of 23% in focus and productivity over a group who was given no directive. Even without the consequences of adult life and its inherent complexities, children naturally showcased that they work harder if they undergo an alter ego transformation. Now you’re not just there for yourself, you’re there for Batman himself.

“But that’s just children.” Ok, well, it works in adults too. Beyoncé and Adele would psych themselves up by creating onstage personas that were confident, successful, fearless versions of themselves. It’s an act within an act, with a performer further elevating themselves away from reality through the substitution of a personality built and engineered for success. Set aside that these are powerful, fierce, intimidating entertainers in their own right; the focus here is that they also used this mental trick, and it worked.

(There’s an aside here that I think is worth mentioning — in the midst of performing to a crowd, you are 100% in control, and I think this simple realization would help scores of people with their fear of public speaking; a concept to write about another day.)

Distilled down: If you think you’re a hero, you’ll act like one. Easier said than done, but give it a try by taking yourself out of the equation, even if for a moment. You’re not changing who you are so much as you are discovering the pieces of innate power you already had. You aren’t erasing yourself — you’re finding the hidden strength that’s already there. Having a way to kickstart this is perfectly fine.

The ultimate goal with all of this is to build the discipline that lets you begin to automatically engage this mode of heightened ability – that you’ll naturally adopt the good parts into life without the need for ramping up. Armed with that, you’re unstoppable.

Life — as a series of interactions and decisions — can be gamed, to a degree, with tiny and small shifts in perspective. Dropping a surrogate for yourself gives you enough room to have the chance to take everything in, and augmenting this concept further with the thought of having an alter ago creates even wilder possibilities. Psychologists are finding that this sidestep phenomenon can potentially help in different areas — improved physical health, learning how to better handle stress, emotional control, mastering anxiety, and a host of others.

So put on a mask, and then put on a whole new self. It’s almost Halloween anyway.

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Opinion Editorials

Don’t forget about essential workers in a post-COVID world (be kind)

(OPINION / EDITORIAL) As the world reopens, essential workers deserve even more of our respect and care, remembering that their breaks have been few and far between.

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Tired essential workers wearing an apron leans against the doorframe of a cafe, eyes closed.

Anxiety about returning to work post-COVID-19 is real. Alison Green, of Ask A Manager, believes “much of that stems from a break in trust in the people and institutions that have shown they can’t be counted on to protect us.” Green also goes on to remind us that a lot of people don’t have the luxury of returning to the workplace – the essential workers who never left the workplace. The grocery store clerks, janitors, garbage collectors, and healthcare providers, just to name a few. As the country reopens, we have to be more sensitive to these essential workers, who often are left out of the discussion about safety, work norms, and benefits.

Essential workers got lip service during the pandemic

At the start of the pandemic, the essential workers were hailed as heroes. We appreciated the grocery store workers who tried to keep the shelves stocked with toilet paper. We thanked the healthcare workers who kept working to keep people healthy and to take care of our elderly. I remember being more appreciative of the person who delivered my mail and the guy who came and picked up the trash each week. Now that the pandemic has been with us for more than a year, these workers are still doing their jobs, just maybe not so tirelessly.

Some of these workers don’t have sick days, let alone vacation days for self-care, but they are still making it possible for their community to function while being treated with less than respect. They’ve weathered the pandemic while working in public, worrying about getting sick, dealing with the public who threw tantrums for policies beyond their control, and managing their health while employers didn’t enforce safety measures. I’d hazard a guess that most of the C-level executives didn’t bring in any of their essential employees when writing new policies under COVID-19.

Bring essential workers into the conversation

In many cases, it has been the workers with the least who are risking the most. In Oklahoma, even though Gov. Stitt deemed many industries as essential, those same workers had to wait until Phase 3 to get their vaccine. Please note that elected officials and government leaders were eligible under Phase 2 to get their vaccine. Society pays lip service to the essential workers, but in reality, these jobs are typically low paying jobs that must be done, pandemic or not. In my small rural town, a local sheriff’s deputy contracted COVID-19. The community came together in fundraising efforts to pay his bills. It’s sad that a man who served the community did not have enough insurance to cover his illness.

As your office opens up and you talk to employees who are concerned about coming back to the office, don’t forget about the ones who have been there the entire time. Give your essential workers a voice. Treat their anxiety as real. Don’t pay lip service to their “heroism” without backing it up with some real change. As offices open up to a new normal, we can’t forget about the essential workers who did the jobs that kept society going.

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Opinion Editorials

7 ways to carve out me time while working from home

(OPINION / EDITORIAL) It can be easy to forget about self-care when you’re working from home, but it’s critical for your mental health, and your work quality.

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Woman in hijab sitting on couch, working from home on a laptop

We are all familiar with the syndrome, getting caught up in work, chores, and taking care of others, and neglecting to take care of ourselves in the meantime. This has always been the case, but now, with more people working from home and a seemingly endless lineup of chores, thanks to the pandemic. There is simply so much to do.

The line is thinly drawn between personal and professional time already, with emails, cell phones, and devices relentlessly reaching out around the clock, pulling at us like zombie arms reaching up from the grave. Working from home makes this tendency to always be “on” worse, as living and working take place in such close proximity. We have to turn it off, though.

Our brains and bodies need down time, me-time, self-care. Carving out this time is one of the kindest and most important things you can do for yourself. If we can begin to honor ourselves like this, the outcome with not only our mental and physical health, but also our productivity at work, will be beneficial. When we make the time to do things we love, our body untenses, our mind’s gears slow down that constant grinding. Burnout behooves nobody.

Our work will also benefit. Healthier, happier, more well rested, and well treated minds and bodies can work wonders! Our immune systems also need this, and we need our immune systems to be at their peak performance this intense season.

I wanted to write this article, because I have such a struggle with this in my own life. I need to print it out and put it in my workspace. Last week, I posted something on my social media pages that so many people shared. It is clear we all need these reminders, so I am paying it forward here. The graphic was a quote from Devyn W.

“If you are reading this, release your shoulders away from your ears, unclench your jaw, and drop your tongue from the roof of your mouth.”

There now, isn’t that remarkable? It is a great first step. Let go of the tension in your body, and check out these ways to make yourself some healing me-time.

  1. Set aside strict no-work times. This could be any time of day, but set the times and adhere to them strictly. This may look like taking a full hour for lunch, not checking email after a certain hour, or committing to spending that time outdoors, reading, exercising, or enjoying the company of your loved ones. Make this a daily routine, because we need these boundaries. Every. Single. Day.
  2. Remember not to apologize to anyone for taking this me-time. Mentally and physically you need this, and everyone will be better off if you do. It is nothing to apologize for! Building these work-free hours into your daily schedule will feel more normal as time goes on. This giving of time and space to your joy, health, and even basic human needs is what should be the norm, not the other way around.
  3. Give yourself a device-free hour or two every day, especially before bedtime. The pinging, dinging, and blinging keeps us on edge. Restful sleep is one of the wonderful ways our bodies and brains heal, and putting devices away before bedtime is one of the quick tips for getting better sleep.
  4. Of course, make time for the things you absolutely love. If this is a hot bath, getting a massage, reading books, working out, cooking or eating an extravagant meal, or talking and laughing with a loved one, you have to find a way to get this serotonin boost!
  5. Use the sunshine shortcut. It isn’t a cure-all, but sunlight and Vitamin D are mood boosters. At least when it’s not 107 degrees, like in a Texas summer. But as a general rule, taking in at least a good 10-15 minutes of that sweet, sweet Vitamin D provided by the sun is good for us.
  6. Spend time with animals! Walk your dog, shake that feathery thing at your cat, or snuggle either one. Whatever animals make you smile, spend time with them. If you don’t have pets of your own, you could volunteer to walk them at a local shelter or even watch a cute animal video online. They are shown to reduce stress. Best case scenario is in person if you are able, but thankfully the internet is bursting with adorable animal videos, as a backup.
  7. Give in to a bit of planning or daydreaming about a big future trip. Spending time looking at all the places you will go in the future and even plotting out an itinerary are usually excellent mood-boosters. It’s a bit different in 2020, as most of us aren’t sure when we will be able to go, but even deciding where you want to go when we are free to travel again can put a positive spin on things.

I hope we can all improve our lives while working from home by making time for regenerating, healing, and having fun! Gotta run—the sun is out, and my dog is begging for a walk.

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