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Zillow Launches a Home Search Site for World of Warcraft

“Zillow exists at the center of how people think and talk about home, and gaming has become another powerful expression of that.”

File this under: #nowIveseeneverything

Looks like Zillow has partnered with Blizzard Entertainment to launch Zillow for Warcraft, a microsite where players can browse in-game homes from Azeroth as World of Warcraft finally introduces player housing after nearly two decades of fan demand. From Beverly W. Jackson, Zillow’s VP of Brand and Product Marketing.

The microsite features 3D Home tours and SkyTour-style visuals of curated player-built and Blizzard-designed homes — Stormwind townhouses, Horde bungalows, the whole fantasy real estate portfolio. No Zestimates, no transactions. Just vibes.

And I don’t think this is just for the virtual eXp crowd.

This is a brand play, not a product play, and it’s a smart one. The tie-in is part of Zillow’s new “Someday Starts Today” campaign that debuted during the Grammys earlier this month. But the real genius is the audience match: WoW players have been begging for housing since the mid-2000s (I can’t believe I just wrote that sentence.) Zillow showing up the moment that dream finally ships is the kind of cultural timing that earns attention you can’t buy with a media plan.

It’s also a reminder of something I keep reminding the industry: Zillow isn’t just a portal. It’s a consumer brand with cultural gravity — the kind that can partner with Blizzard and have it make sense. Love them or hate them, nobody else in real estate is playing this game.

Your move Homes.com.

Industry Relations has a new look!

For a few years Rob and I have had a simple logo for our podcast that I created with a felt letter board in my office.

That has served us well, but it was time to update.

We went through a ton of iterations, but finally chose an isometric design that looked modern (Futura) with a nod to the intersection of real estate (street signs) and technology. We kept it black and white, but might do some versions with a different color background.

Hope you like. Be on the lookout for new swag.

And be sure you check out the latest episode of Industry Relations on YouTube!

OneKey MLS taps BPP

OneKey MLS Taps Broker Public Portal to Power Consumer Search

“This next phase of our strategy ensures that our consumer-facing experience not only reflects the integrity of MLS data, but also actively supports our participants by helping connect buyers directly with listing brokerages.”

Looks like OneKey listings will expand portal distribution to add Cribio, BPP’s national consumer search site, with opt-out preserved for brokers and sellers.

This is a significant win for BPP. OneKey is one of the largest MLSs in the country — tens of thousands of subscribers across New York City, Long Island, and the surrounding metro. Landing them as a partner is a credibility milestone.

The pitch is becoming a bit more straight forward in my eyes: accurate MLS data, fair display, direct consumer-to-listing-brokerage connections, no ad model. That last part matters. In a post-settlement world where broker value is under a microscope, an MLS choosing to power its consumer experience through a platform that attributes rather than monetizes the listing relationship is a deliberate strategic signal. Although some industry players have pushed back on the overall value proposition of sending on-line leads to listing agents.

But, worth watching whether this accelerates adoption among other major MLSs. OneKey signing on makes the next conversation a lot easier for Dan Troup and his team. Congrats!

Can the MLS Keep Up with AI?

The Industry Relations Podcast is now available on your favorite podcast player!

Overview

Rob and Greg recap MLS Reset, discussing key themes that emerged from the event — including the growing urgency around AI, governance challenges within MLS organizations, and whether the industry is structurally capable of adapting to rapid technological change. The conversation explores the implications of AI on MLS staffing, vendor relationships, compliance, data control, and long-term organizational viability. They also debate whether the traditional industry model — boards, committees, slow decision-making — can keep pace with the accelerating speed of AI innovation.

Key Takeaways

  • AI is accelerating faster than the industry can process. The timeline for disruption is shrinking dramatically compared to past technology shifts.
  • Every MLS function may be automatable. Compliance, customer service, and operational roles are increasingly viable for AI replacement.
  • Speed is now a strategic advantage. Current governance models and decision-making structures may be too slow for what’s coming.
  • Ownership, governance, and culture are the real strategic issues. These are the only planning conversations that matter right now.
  • Vendor dynamics may shift. AI lowers the barrier to building software, potentially reshaping the vendor landscape.
  • Entrepreneurial opportunity is expanding. While traditional job paths may shrink, AI creates massive opportunity for independent builders.
  • Data control debates continue. The tension between protection, access, and innovation remains unresolved.
  • The industry must become more nimble. Adaptability — not certainty — will determine who survives the next phase.

Connect with Rob and Greg

Rob’s Website 

Greg’s Website 

Watch us on YouTube

Our Sponsors:

Cotality 

Notorious VIP

The Giant Steps Job Board 

Production and Editing Services by Sunbound Studios

Jimmy Kelly steps down as CEO of Lone Wolf

Lone Wolf Names Matt Fischer CEO

“I have long admired Lone Wolf and its leadership position in the real estate technology industry and am honored to step into the CEO role at this exciting juncture. The company has built an impressive platform that makes a difference in the lives of over one million agents across the U.S. and Canada.”

— Matt Fischer, CEO, Lone Wolf Technologies

When Dan and I sold W+R Studios to Lone Wolf we said to our team, “Lone Wolf has a culture, W+R has a culture, together we will build a new culture.”

Jimmy seems low key on the outside, but if you look at the past 7 years you would have to say his leadership was both bold and aggressive. During his tenure, Lone Wolf acquired 5 companies, which along with W+R Studios were some of the top brands in real estate. That’s bold. The fact that those companies were all bought within 9 months of each other is the aggressive part.

Combining those cultures (and founder egos) , let alone products, is a big ask. Having to do that in the tail end of a worldwide pandemic, a real estate boom, then seeing interest rates skyrocket at a speed not seen in the past 75 years, national home sales dropping to below 4 million a year, while overseeing a complete product revamp, I can totally understand Jimmy’s need to move on to the next thing.

Lone Wolf is owned by a private equity (PE) firm, I’m told typically when PE firms acquire companies they are looking at about a 5 year window to do their thing (streamline, etc.) and then sell to bigger companies. I think due to the tepid real estate markets many PE firms that have invested in this space are stretching beyond the 5 year mark. So this also matches the need for some new blood.

Thank you Jimmy! You were always a straight shooter, treated Dan and I with respect and patient with my crazy rants. I’m sure we will cross paths again.

I don’t know Matt Fischer, but I wish him well. He has a lot of great people and products at Lone Wolf. He has some big shoes to fill and I’m excited to see this next chapter.

CRMLS Goes Rental

CRMLS Expands RentSpree Partnership, Bringing RentEdge to the Nation’s Most Recognized MLS

“Rentals play a vital role in the California housing landscape, and our users need tools that reflect that reality. RentEdge gives our agents modern rental capabilities that align with how they already work, while reinforcing the MLS as the trusted foundation for all types of housing activity, not just for-sale listings.”

That last line is the one that matters. Housing. For years, rentals have been the orphan child of the MLS — technically allowed, rarely prioritized. Agents do rental deals. Landlords operate in these markets. But the infrastructure has mostly lived outside the MLS, scattered across consumer portals and one-off tools that don’t talk to each other.

RentSpree’s pitch with RentEdge is to bring that activity back inside the MLS where the data, the compliance, and the agent relationships already live. Seven MLSs have now signed on.

Renters make up more than a third of U.S. households. In California, it’s closer to half. If the MLS wants to be the “trusted foundation for all types of housing activity,” rental infrastructure isn’t optional — it’s overdue.

Killing the Copy-Paste: MLS Data Meets Canva

The Listing Bits Podcast is now available on your favorite podcast player!

Overview

In this episode of Listing Bits, Greg Robertson sits down with Marcus Brown, founder of MLS Pipeline. Marcus shares his path from real estate agent to solo software founder, discussing how frustrations with lead generation, CMAs, and manual marketing workflows led him to build a Canva-based MLS data integration. The conversation covers MLS sales cycles, member-benefit products, and why automation and design flexibility matter for agents today. 

Key Takeaways

  • Marcus Brown transitioned from working auctions and traditional real estate sales into building real estate software. 
  • Partial “home value” leads often converted better than fully submitted leads when followed up with hand-delivered CMAs. 
  • MLS Pipeline connects MLS data directly into Canva, eliminating copy/paste and manual data entry. 
  • The product is designed as an MLS member benefit rather than a direct-to-agent SaaS. 
  • MetroList is the first MLS to officially launch MLS Pipeline on its dashboard. 

Links

  • Contact Marcus Brown: marcus@mlspipeline.com
  • Phone: 208-340-9600

Sponsors

Aligned Showings — MLS-owned showing software built to simplify scheduling, improve communication, and keep MLS data where it belongs.

Giant Steps Job Board – Built for organized real estate and PropTech, not generic tech bros and recruiters who don’t know what an MLS is.

Production and editing services by:

Sunbound Studios

Zillow’s win sends Compass spinning

Overview

Rob and Greg go live to break down major news shaking real estate tech: a judge rules decisively in Zillow’s favor against Compass’s injunction, reshaping the conversation around exclusive listings and distribution. They also recap Inman, including leadership perspectives, vendor pitches, and the ongoing debate around AI’s role in real estate—optimism mixed with caution. 

Key Takeaways

  • Zillow wins the injunction: The court blocks Compass’s attempt to stop Zillow from enforcing its listing rules, signaling a strong legal position for Zillow.
  • Implications for Compass & MLSs: The ruling challenges Compass’s three-phase marketing strategy and shifts attention to MLS policies and enforcement.
  • Inman recap: Strong attendance, notable executive interviews, shade around the Compass/Anywhere deal, and lively “New Kids on the Block” vendor pitches.
  • AI sentiment: Widespread interest with cautious optimism—tools may enhance agents, but uncertainty remains about scope and impact.

Connect with Rob and Greg

Rob’s Website 

Greg’s Website 

Watch us on YouTube

Our Sponsors:

Cotality 

Notorious VIP

The Giant Steps Job Board 

Production and Editing Services by Sunbound Studios

Matt Consalvo set to retire in 2027

ARMLS’ Matt Consalvo to Retire in 2027

“NTREIS CEO, Chris Carrillo, remarked “today, we celebrate not just a retirement announcement, but the remarkable journey of a true mentor, industry leader, and friend. Matt is more than just a colleague; he embodies the best of our industry. His humility and almost clairvoyant intellect have guided us through challenges, and his unwavering commitment to our MLS community has left an indelible mark.”

Well said.

Industry Relations Live! Today at 11AM PT

Word on the street is that the judge ruled in Zillow’s favor in regard to the Compass injunction. Plus a Inman NY Connect wrap up!

Join us on Industry Relations Live today at 11AM PT!

https://www.youtube.com/live/PjyTaMoL91U

Sponsored By Aligned Showings