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lyde MorganMonday, Jul 14, 2025 9:25 am ET17min read Realtor.com has made a significant move in the real estate technology sector by acquiring Zenlist, a collaborative platform used by over 35,000 agents and multiple MLSs. This deal positions Realtor.com as a major competitor to disruptors like Zillow and Redfin while bolstering its parent company, News Corp (NWSA), in its digital transformation efforts.

    The acquisition is more than just a tactical purchase; it's a strategic play to consolidate technological advantages, deepen agent partnerships, and future-proof market leadership. Realtor.com's core strength lies in its vast database of listings and consumer traffic, but its ability to compete with tech-native platforms has been limited. Zenlist's mobile-first platform addresses this gap by streamlining communication, enabling real-time listing updates, and centralizing workflows for buyers, sellers, and agents.

    Realtor.com now gains access to a platform already embedded in the workflows of 35,000 agents and multiple MLSs, creating a closed-loop ecosystem where Realtor.com can retain agent loyalty, enhance consumer trust, and expand revenue streams. This move also aligns with Realtor.com's goal of becoming the "go-to platform for every step of the real estate journey."

    The acquisition signals a counter-strategy to Zillow's shift toward agent-free services, which has alienated traditional real estate professionals. By empowering agents with better tools, Realtor.com strengthens its position as the preferred partner for brokers and MLSs, threatening disruptors like Redfin that rely on their brokerage model.

    News Corp's third-quarter 2025 results highlighted its commitment to digital innovation, and the Zenlist acquisition fits neatly into this narrative. The deal offers three key benefits for NWSA shareholders: scalability, customer retention, and revenue diversification. Analysts estimate that Realtor.com's combined platform could add $50–100 million in annual revenue by 2027.

    While integration challenges, market saturation, and regulatory scrutiny are potential risks, the acquisition is strategically sound. For investors, the Zenlist acquisition is a buy signal for NWSA, strengthening News Corp's real estate tech portfolio at a time when Zillow's valuation remains volatile and Redfin's margins are under pressure. Recommendation: hold for 1–3 years to see the full impact of the acquisition materialize.