Realtor.com Doubles Down on Agent Tools as Housing Market Shifts

NEW YORK, NY – November 12, 2025

Realtor.com today launched ‘Spotlight Listings’ and enhanced its ‘Local Expert’ product, a clear signal the company is prioritizing agent empowerment amidst a shifting housing market. The initiatives are designed to provide real estate professionals with tools to stand out, attract clients, and navigate a landscape increasingly favoring buyers. But with competitors already offering similar solutions, the question remains: can Realtor.com truly differentiate itself and secure its position as the go-to platform for agents?

Navigating a Shifting Landscape

The real estate market in late 2025 is characterized by modest sales growth, slower price increases, and rising inventory in many areas. This shift represents a departure from the frenzied pace of the past few years and necessitates a new approach for agents. No longer can they rely solely on a hot market to generate leads. They must actively demonstrate their value, build relationships, and leverage technology to reach potential clients. “The days of simply putting a sign in the yard and waiting for the phone to ring are over,” says one industry analyst. “Agents need to be proactive and embrace tools that help them stand out from the crowd.”

Realtor.com’s new offerings are a direct response to these changing dynamics. ‘Spotlight Listings’ provides premium placement for listings in search results and on maps, increasing visibility and driving more potential buyer traffic. The enhanced ‘Local Expert’ product offers agents advanced digital marketing tools, including targeted advertising, social media integration, and lead generation capabilities. These tools aim to help agents build their personal brands, attract new clients, and nurture relationships with existing ones.

The Agent Arms Race: Standing Out in a Crowded Market

The competition for agent attention is fierce. Zillow’s ‘Premier Agent’ program has long been a dominant player, offering enhanced visibility and lead generation tools. Redfin also actively promotes its agents on its platform, leveraging its extensive traffic and brand recognition. Now, Realtor.com is entering the fray with its own suite of offerings, hoping to capture a larger share of the agent market.

“Agents are looking for solutions that help them generate leads, build their brands, and differentiate themselves from the competition,” says an agent in the New York metropolitan area. “The more tools they have at their disposal, the better equipped they are to succeed in this challenging environment.” However, the value proposition of these tools ultimately comes down to results. Agents need to see a tangible return on their investment in the form of increased leads, more closings, and a higher bottom line.

Realtor.com claims that agents using ‘Local Expert’ close five times as many deals as those who don't. While this claim is based on internal data, independent verification is still needed to validate its accuracy. Moreover, the success of these tools depends on agent adoption and effective implementation. Simply having access to these tools isn't enough. Agents need to be trained on how to use them effectively and integrate them into their overall marketing strategies.

Beyond Listings: Becoming a Full-Service Agent Platform

Realtor.com’s strategy extends beyond simply providing enhanced listings and marketing tools. The company is positioning itself as a full-service platform for agents, offering a comprehensive suite of solutions designed to help them manage every aspect of their business. This includes lead generation, marketing automation, customer relationship management (CRM), and transaction management tools.

News Corp, Realtor.com’s parent company, has made significant investments in technology and innovation in recent years, recognizing the importance of digital transformation in the real estate industry. The company is leveraging its resources and expertise to develop new products and services that meet the evolving needs of agents and consumers.

“We are committed to providing agents with the tools and resources they need to succeed in this changing market,” said a spokesperson for News Corp. “Our goal is to be more than just a listing portal. We want to be a strategic partner for agents, helping them grow their businesses and achieve their goals.” The company’s broader vision is to create a seamless and integrated ecosystem that connects agents, consumers, and service providers, streamlining the entire real estate transaction process. This aligns with the industry trend towards greater automation and digitization, as companies seek to improve efficiency and enhance the customer experience.

However, successfully transforming into a full-service platform requires significant investment and a long-term commitment. Realtor.com faces competition from established players like Zillow and Redfin, as well as emerging proptech startups that are disrupting the industry with innovative solutions. The company must continue to innovate and adapt to stay ahead of the curve and maintain its competitive edge. Furthermore, the company’s success depends on its ability to attract and retain top talent, as well as build strong relationships with agents and industry partners.