The real estate tech world is heating up, and three major players—Zillow, Compass, and Homes.com—are making headlines. If you're a realtor trying to keep up with the shifts in the online listing landscape, here's a quick breakdown of what’s going on and what it could mean for your business.

Zillow: Still the Giant, But Feeling the Pressure

Zillow remains the most visited real estate platform in the U.S., but its dominance is being challenged. After launching its new Listing Showcase product (premium listings with enhanced visuals and branding), Zillow is doubling down on monetizing listings by charging agents for higher visibility. Some agents appreciate the exposure; others are skeptical of the rising costs and Zillow’s control over leads.

Compass: Pivoting from Brokerage to Tech Platform?

Compass, a major real estate brokerage, has long branded itself as a tech-forward company. Recently, however, it’s been caught in the middle of ongoing lawsuits and financial scrutiny. Despite turbulence, Compass continues to invest in its proprietary tools and agent marketing platform. It's positioning itself as a competitor to Zillow not by owning the portal space, but by offering agents a high-end, in-house alternative to generate leads and manage listings.

Homes.com: The Underdog Making Big Moves

Backed by CoStar Group (a commercial real estate giant), Homes.com has emerged as Zillow’s most vocal challenger. With a “your listing, your lead” philosophy, Homes.com is winning favor among agents by promising to send all inquiries directly to the listing agent without selling the lead to competitors. They’re investing heavily in marketing, touting themselves as a pro-agent alternative—and it’s gaining traction.

What This Means for Realtors

• Zillow still commands the most traffic, but expect more costs and competition for leads.

• Compass is building tools for agents who want to market and manage listings internally.

• Homes.com is betting big on agent-friendly practices and transparent lead handling.

How Berridge Media Can Help

No matter where you choose to list, stunning visuals are the common denominator for success. Berridge Media offers professional photography, video, drone media, floorplans, and 3D virtual tours that make your listings stand out—on Zillow, Homes.com, Compass, and beyond.

📩 Want to future-proof your marketing? Contact us today to elevate your listing strategy with media that sells.

Is Zillow Showcase Worth It for Realtors?

Regarding online real estate marketing, Zillow is one of the most powerful platforms available. But is Zillow Showcase worth the investment for realtors looking to generate more leads and close more deals? Let's break it down.

What is Zillow Showcase?

Zillow Showcase is a premium listing service designed to help real estate agents stand out by providing enhanced property listings. These listings include high-quality media, premium placement, and additional exposure to home buyers searching on Zillow.

Pros of Zillow Showcase

✅ Increased Visibility – Your listings appear more prominently in search results, giving them an edge over standard listings.
✅ Higher-Quality Leads – Showcase listings attract serious buyers, leading to more meaningful inquiries.
✅ Enhanced Listing Features – Professional media, 3D tours, and interactive floorplans help create an immersive experience for potential buyers.
✅ Brand Exposure – Your name and contact details are prominently displayed, reinforcing your personal brand as a real estate expert.

Cons of Zillow Showcase

❌ Cost Considerations – Zillow Showcase can be expensive, and ROI depends on market conditions and competition.
❌ Competing Agents on Listings – In some cases, multiple agents may appear on the duplicate listing, potentially diverting leads.
❌ Dependence on Zillow's Platform – While Zillow is widely used, relying too heavily on one platform can limit overall marketing strategy flexibility.

Is It Worth It?

Zillow Showcase can be an excellent tool for agents in competitive markets who want to gain an edge with premium listing placement and high-quality visuals. However, weighing the costs and benefits based on your specific market and budget is crucial.

For agents who want to maximize their listings' impact, professional real estate media—high-quality photography, video, drone footage, and 3D virtual tours—is often just as effective (if not more so) at generating buyer interest. Investing in top-tier media for your listings can make them stand out across multiple platforms, not just Zillow.

Final Verdict

Zillow Showcase can be valuable if you have the budget and operate in a highly competitive market. But don't overlook the power of professional real estate media as a cost-effective way to elevate your listings and attract serious buyers.

📸 Looking to enhance your real estate marketing? Contact Berridge Media today for stunning real estate photography, video, drone services, and 3D tours that make your listings shine—whether or not you're using Zillow Showcase!

The Advantages of NOT Joining NAR as a Realtor

For years, joining the National Association of Realtors (NAR) was considered a given for real estate professionals. It was seen as a requirement to be taken seriously in the industry, gain access to Multiple Listing Services (MLS), and enjoy various member benefits. However, in recent years, more agents and brokerages have questioned the necessity of NAR membership. With changing industry dynamics, legal concerns, and shifting professional standards, many realtors are now opting not to join NAR—and they’re seeing real benefits in doing so.

Here’s why not joining NAR might be the right move for you.

1. You Save Hundreds of Dollars a Year

NAR membership fees are no small expense. Between national, state, and local dues, many real estate professionals pay well over $600–$800 per year just to remain members. If you can operate successfully without NAR, that’s a significant amount of money that stays in your pocket—money that can be reinvested into better marketing, lead generation, or business tools.

2. You Can Still Access MLS Without NAR

For a long time, realtors joined NAR because they needed access to the MLS (Multiple Listing Service)—a critical tool for buying and selling homes. However, not all MLSs require NAR membership anymore. Many local and regional MLSs now allow non-NAR members to subscribe directly, eliminating the need to pay for an NAR membership just to list properties.

If your MLS offers this option, there’s no reason to pay for NAR membership when you can get MLS access for a lower cost.

3. No Risk of NAR’s Legal Issues Impacting You

NAR has faced multiple lawsuits in recent years, particularly regarding commission structures and antitrust concerns. These legal battles have raised ethical and financial concerns, and some brokerages are distancing themselves from the organization to avoid potential fallout.

By not joining NAR, you avoid liability risks and distance yourself from any legal or ethical complications tied to the association.

4. Freedom from NAR’s Code of Ethics (and its Restrictions)

NAR enforces a strict Code of Ethics, which dictates how realtors conduct business. While ethical standards are important, some professionals find NAR’s policies to be overly restrictive or even outdated.

For instance, NAR’s rules regulate how you can advertise, communicate, and interact with clients. Some realtors prefer the freedom to set their own ethical standards while still maintaining compliance with state real estate laws.

5. You Can Still Build a Successful Brand Without NAR

NAR likes to promote its REALTOR® trademark as a badge of credibility, but in reality, clients care more about results than memberships. Your reputation, marketing strategy, and track record of success speak louder than an NAR membership.

Many top-producing agents have built their brands without being NAR members, proving that success in real estate is about service, marketing, and relationships—not just an association badge.

6. More Control Over Commission Negotiations

One of the biggest shifts in real estate today is commission transparency and negotiation. NAR’s past policies have been criticized for keeping commission structures rigid. By operating outside of NAR, you have more flexibility in how you structure your fees and negotiate with clients, giving you a competitive edge.

7. You Avoid Supporting a Controversial Organization

NAR has come under scrutiny for its political lobbying efforts, leadership controversies, and alleged misconduct within the organization. Many realtors choose not to support NAR’s initiatives due to ethical concerns.

By staying independent, you retain control over which organizations you support and how your money is used in the industry.

Final Thoughts: Is Leaving NAR Right for You?

Opting out of NAR isn’t for everyone, but it’s becoming an increasingly viable option for real estate professionals looking to reduce costs, gain flexibility, and operate independently. If your local MLS allows non-NAR membership and you’re confident in your branding and business strategies, there’s no reason you must stay tied to NAR.

Ultimately, your success in real estate depends on your skills, client relationships, and marketing efforts—not whether you carry a REALTOR® designation.

Thinking about dropping NAR? Make sure to check your state and local regulations first, and explore how you can still access the tools you need—without paying for a membership that may not serve you.