MRED stopped providing Zillow with a listing feed, and the resulting absence of Chicagoland listings triggered a marketing and legal dispute between Zillow and Compass. Compass began promoting the message “Zillow doesn’t have all the listings,” including plans for Chicago billboards and paid placements suggested by allies. Zillow responded with paid Instagram ads stating “MRED cut our access to your listings” and promoted its BeOnZillow direct-feed program for brokers. Compass also ran paid ads arguing “Zillow can’t show you what it doesn’t have” and promoted its own website. Compass-controlled brands joined the consumer-facing messaging, and the conflict spread to LinkedIn comment threads and brokerage marketing channels.
"Compass CEO Robert Reffkin unveiled billboard renderings with the message “Zillow doesn't have all the listings” and asked agents where the company should place them. A Compass spokesperson confirmed to Inman that the company is preparing to run billboards in Chicago, though they did not provide specifics on placement. In the comments, Compass allies suggested locations ranging from Chicago expressways and major sports arenas to the National Association of Realtors' front door on Michigan Avenue."
"Meanwhile, Zillow has been running paid ads on Instagram, telling agents that “MRED cut our access to your listings” while promoting its “BeOnZillow” direct-feed program for brokers who want to send listings directly to Zillow. Compass has launched its own paid-ad blitz arguing that “Zillow can't show you what it doesn't have,” while promoting its website."
"Compass-controlled brands @properties | Christie's International Real Estate, Coldwell Banker Realty and Jameson Sotheby's International Realty have joined the messaging push, with each posting variations of the message that consumers may not find all available Chicago-area homes on Zillow. The dispute has also made its way onto LinkedIn, where Zillow and Compass exec"
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