When homes compete for clicks before they ever get showings, the right digital listing tools can tip the scales.
According to a new press release from Zillow, more than 50 brokerages and franchisors across the U.S. have now adopted Zillow Showcase, the company’s premium listing product launched in 2023.
It’s the latest sign that brokerages are betting on digital tools to help agents land listings and move homes more quickly.
Adoption Across the Industry
The partnerships give tens of thousands of agents access to Showcase, which Zillow limits to no more than 10% of listings in a market to maintain its exclusivity.
Bobbi Jo Price, Vice President of Agent Sales at Zillow, described the expansion as a signal of broader industry adoption.
“Fifty enterprise partnerships is more than a milestone. It’s a strong signal that Showcase is becoming a new standard in listing marketing. Brokers are choosing Showcase because it helps their agents win, grow and deliver for their clients.”
Showcase’s performance has been strongest among agents who use it consistently. According to Zillow data, agents who feature Showcase on more than half of their listings are winning 30% more listings than peers who use it less frequently.
Brokerages Signing On
The roster of brokerages now offering Showcase spans national franchises, luxury boutiques, and regional leaders:
- Howard Hanna: The nation’s largest privately held real estate brokerage and the fifth largest overall is providing Showcase to its agents to strengthen listing results.
- Berkshire Hathaway HomeServices: Through its franchise network, Berkshire Hathaway HomeServices rolled out Showcase across its U.S. system last month to elevate digital marketing.
- The Agency: Known for its global luxury brand, The Agency is integrating Showcase to amplify high-end listing marketing and meet the expectations of luxury buyers and sellers.
- Christie’s International Real Estate Group: Operating in New York, New Jersey, and Connecticut, this affiliate is using Showcase to boost visibility for high-end homes.
- LPT Realty: With a rapidly expanding nationwide network, LPT Realty added Showcase to its offerings to help agents compete more effectively in diverse markets.
- Coldwell Banker franchisees: This includes Coldwell Banker Sea Coast Advantage in the Carolinas and Coldwell Banker Vanguard in Florida, both aiming to improve digital presentation in high-volume, high-growth regions.
- Carolina One Real Estate: South Carolina’s largest real estate firm, with offices in Charleston, Myrtle Beach, and Columbia, will now offer Showcase as part of its digital marketing toolkit.
Mauricio Umansky, CEO and founder of The Agency, described Showcase as a natural fit for his company’s brand.
“At The Agency, we’re always looking for ways to give our agents every advantage in showcasing their listings. Our partnership with Zillow Showcase allows us to maximize exposure, put homes in the best light and reach more potential buyers. It’s part of our ongoing commitment to ensuring our listings get the attention they deserve.”
What It Means
Showcase is part of Zillow’s larger strategy to expand tech-forward partnerships with brokerages and franchisors. Each new agreement strengthens the company’s position in digital marketing while giving agents a way to differentiate themselves in competitive markets.
As Price put it,
“We built Showcase not just to elevate listings, but to elevate agents. It delivers results where they matter most: helping agents secure more listings and helping homes sell faster, often for more. That’s the value brokerages are investing in.”
