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How Zillow Built a Partner Network Around Real Estate Agents
Season 1
Episode 33
Published 1 month ago
Description
In this episode, Lucas and Luna explore how Zillow turned its real estate marketplace into a partner ecosystem that attracts over 200,000 agents. They break down the specific mechanics: the Premier Agent program, the shift from lead generation to brand advertising, and how Zillow's data on home values and consumer behavior creates a flywheel that agents can't ignore. The conversation also covers the tensions Zillow faces—agents who both rely on the platform and resent its pricing power—and how the company has adjusted its model over time. A concrete look at platform strategy in a fragmented industry.