Realtracs and Zillow have entered into a new licensing agreement that reflects discussion around some of the most important topics facing residential real estate today: broker-created data, responsible AI, cooperation, marketing flexibility, and transparency.

The agreement ensures uninterrupted listing distribution through the Realtracs data feed to Zillow sites and apps and continued access to Zillow-powered tools, including ShowingTime, Follow Up Boss, and dotloop. Additionally, it establishes a contemporary framework for how broker-created listing content is licensed, protected, and used.

What’s New

The agreement introduces several important improvements for brokers and agents, including:

Clearer licensing standards. The agreement defines approved uses for Realtracs listing data, creating greater transparency and accountability around how broker-created content is used. Common use cases for listing data are using it to help power listing searches or market analytics.

Modern licensing for broker-created content. The agreement establishes clearer protections around the use of listing data, including guardrails on how listing content may be used in artificial intelligence, large language model applications, and consumer products.

Improved data and reporting. Brokers and agents will benefit from more comprehensive listing activity reporting, providing better visibility into how listings are viewed and engaged with.

Greater technology flexibility. The agreement preserves access to Zillow-powered tools, including dotloop, ShowingTime, and Follow Up Boss, allowing brokers and agents to continue using the technology that best supports their businesses.

Cooperation and Marketing Flexibility

The new agreement reflects a commitment to preserving both cooperation and marketing flexibility. Realtracs continues to support a variety of marketing strategies, including Company Exclusives and Realtracs Exclusives, while remaining committed to cooperation, transparency, and equal access to listing information. Once a property is publicly marketed, we believe it should be broadly available to real estate professionals and consumers.

Zillow will notify Realtracs at the same time an agent receives a notification that they have reached the threshold for listing suppression under Zillow’s Listing Access Standards. This provides greater transparency into those situations and gives Realtracs the information needed to work directly with brokers and agents to ensure healthy cooperation.

Looking Ahead

This agreement is about more than maintaining continuity and listing visibility for brokers, agents, and their clients. It establishes modern licensing standards that better reflect how listing data is created, protected, and used in today’s real estate industry.

It also supports the rollout of the Realtracs Data Licensing Platform, which is designed to establish consistent licensing standards across the technology ecosystem while recognizing the value of broker-created listing content.

As additional technology providers renew their agreements, Realtracs will continue working with brokers, technology partners, and the broader industry to strengthen cooperation, support marketing flexibility, and ensure listing data continues to benefit the professionals who create it.