Real Estate Marketing, Lead Portals and SEO Agencies
Disclosure: Siana Marketing operates this site and sells SEO and marketing services to real estate firms, so it competes with firms in this section. Siana is not scored, ranked or compared here. Regent Commercial Real Estate is a Siana client.
Where agents and brokerages spend on marketing: the big listing portals, described from their SEC filings, and the website, ads and SEO firms that sell to real estate, from their own pages and the public record.
Last updated: 2026-10-20
Alphabetical, not ranked.
We do not score marketing firms or portals. Results depend on the market, budget and the agent, and our operator competes in this category. Listed alphabetically.
Site operator, listed separately: Siana Marketing
Siana Marketing operates this site. It sells SEO, GEO and AI-search services, including to real estate firms, so it competes with firms in this section. For that reason Siana is not scored, ranked or compared, is left out of every list, table and count here, and this profile is not an independent review. Regent Commercial Real Estate, listed in our commercial brokerage and broker sections, is a Siana client.
Read the Siana Marketing profile (unscored, not ranked, not compared) →
What the sources reveal
- Portal leads come with no promised count. Zillow splits leads in a zip code by each agent’s share of the ad spend there and promises no minimum. Zillow 10-K.
- Pay-at-closing is spreading. Zillow Preferred and Realtor.com’s referral services both charge agents when the deal closes, not up front. Zillow 10-K, News Corp 10-K.
- Homes.com is still being paid for. CoStar’s Residential segment, which holds Homes.com, lost $230M on an adjusted EBITDA basis in 2025. CoStar 10-K.
- Agency numbers are self-reported. Luxury Presence published funding, profitability and near-$100M recurring revenue; no agency here files audited results. Luxury Presence.
- The anti-portal pitch has portal roots. Realtor.com’s operator bought the company Ylopo’s founders built before Ylopo, then invested in Ylopo. Move, Inman.
What agents pay portals for, from the filings
| Program | How the agent pays | Revenue line in the filing | What is promised |
|---|---|---|---|
| Zillow Premier Agent | Share of advertising bought in a zip code, or a fee when a lead closes (Zillow Preferred) | Residential $1,704M (2025), includes agent software | No minimum or maximum share of leads |
| Realtor.com | Subscriptions, or a referral fee when the deal completes | Move $610M (fiscal year to June 2026) | Not covered in the passages we read |
| Homes.com | Membership subscription, or promote one listing | Not split out; CoStar Residential segment $1,460M incl. Apartments.com | Inquiries on your listing go to you |
Fiscal years differ: Zillow and CoStar report calendar 2025, News Corp a year ending June 30, 2026. Zillow 10-K, News Corp 10-K, CoStar 10-K.
Before you hire a marketing or SEO firm
- Walk away from anyone who guarantees a #1 ranking. Google says no one can, and warns about firms that claim a special relationship with it. Google.
- Ask whether their GEO or AI-search advice matches Google’s published guidance, and ask them to cite it. Google.
- Give an auditor read-only access to Search Console, not write access. Google.
- Ask where review counts come from. Since 2024 the FTC bans fake or bought reviews, undisclosed insider reviews, and company-controlled sites that pose as independent reviewers of their own category. FTC.
- Read the term and renewal clause. CoStar says most of its contracts renew automatically and run at least a year. CoStar 10-K.
- Ask the vendor whether it owns, or is owned by, a portal. Ylopo’s history with Realtor.com’s operator is in the public record. Inman.
By segment
Portal advertising and lead programs
What Zillow, Realtor.com and Homes.com sell agents, from their SEC filings.
3 profiled · Open →Agent website and digital marketing firms
Firms that build agent websites and run ads and lead follow-up.
4 profiled · Open →SEO and AI-search agencies
Firms selling search engine and AI-search visibility to real estate.
3 profiled · Open →Profiled firms (alphabetical)
| Firm | Segment | Scale (as published) | Status |
|---|---|---|---|
| Agent Image | Agent website and digital marketing firms / SEO and AI-search agencies | 30,000+ websites launched (self-reported) | Private. Real estate website design with SEO, social media and pay-per-click services. |
| Homes.com | Portal advertising and lead programs | Inside CoStar’s Residential segment: $1,460M revenue (2025), which also holds Apartments.com | Public company brand. Agent memberships on a “your listing, your lead” basis; monetized since February 2024. |
| Luxury Presence | Agent website and digital marketing firms / SEO and AI-search agencies | 87,000+ agents across 17,000+ businesses (self-reported) | Private, venture-backed. Websites, SEO and GEO, social, paid ads and an AI CRM for agents. |
| Real Estate Webmasters | Agent website and digital marketing firms / SEO and AI-search agencies | 5,000+ clients served; 60,000+ custom projects (self-reported) | Private. Websites, CRM, SEO, PPC and AEO for agents, teams and brokerages. |
| Realtor.com | Portal advertising and lead programs | Move revenue $610M (fiscal year to June 30, 2026) | Owned through News Corp (Nasdaq: NWSA, NWS). Runs Realtor.com under a perpetual license from the National Association of Realtors. |
| Ylopo | Agent website and digital marketing firms | About 2,200 client businesses (self-reported) | Private. Managed digital ads, lead nurture, AI text and voice, and IDX sites for agents and teams. |
| Zillow Premier Agent | Portal advertising and lead programs | Residential revenue $1,704M of $2,583M total (2025) | Public company. Premier Agent sold two ways: share of voice by zip code, or a fee when a lead closes (Zillow Preferred). |
Portal figures are from 10-K filings for the periods shown. Agency figures are from each firm’s own pages and marked self-reported. Read 2026-10-20.
Agent Image
Private. Real estate website design with SEO, social media and pay-per-click services.
A website shop first: says it has launched more than 30,000 real estate sites over 26 years, with SEO, social and ads sold alongside.
Profile and sources →Homes.com
Public company brand. Agent memberships on a “your listing, your lead” basis; monetized since February 2024.
Sells agent memberships that send buyer inquiries on a listing to the listing agent. CoStar’s Residential segment lost $230M on an adjusted EBITDA basis in 2025.
Profile and sources →Luxury Presence
Private, venture-backed. Websites, SEO and GEO, social, paid ads and an AI CRM for agents.
Says it is profitable and close to $100M of annual recurring revenue after a $22M Series C; all self-reported.
Profile and sources →Real Estate Webmasters
Private. Websites, CRM, SEO, PPC and AEO for agents, teams and brokerages.
Publishes a starting price ($350) and an ROI guarantee whose remedy is cancelling the contract, not a refund or a ranking.
Profile and sources →Realtor.com
Owned through News Corp (Nasdaq: NWSA, NWS). Runs Realtor.com under a perpetual license from the National Association of Realtors.
Sells subscription lead and listing products plus referral services that charge agents a fee when the deal closes.
Profile and sources →Ylopo
Private. Managed digital ads, lead nurture, AI text and voice, and IDX sites for agents and teams.
Pitches agents on owning their leads instead of renting them from portals, yet its founders’ previous company was sold to Realtor.com’s operator, which later backed Ylopo.
Profile and sources →Zillow Premier Agent
Public company. Premier Agent sold two ways: share of voice by zip code, or a fee when a lead closes (Zillow Preferred).
Agents buy a share of the ad spend in a zip code, with no promised number of leads, or pay a fee only when a lead closes.
Profile and sources →Left out
Siana Marketing, our operator, is profiled separately and excluded from every list, table and count. First Page Sage was left out because its founder is listed on Siana’s site as a Siana partner. Not profiled this round: CINC; Real Geeks, BoldTrail and Lofty are reviewed as software in our lead generation guide and keep their scores there; Redfin and Opendoor partner programs, Homes.com’s and Zillow’s prices (not published), commercial real estate marketing agencies, print and direct mail vendors, and listing photography. We did not use third-party review sites or award lists as sources.
Comparisons
- Zillow Premier Agent vs Realtor.com: Share of voice or pay at closing vs subscriptions and referrals.
- Homes.com vs Zillow Premier Agent: Your listing, your lead vs leads sold by zip code.
- Luxury Presence vs Agent Image: Growth platform with a CRM vs website-first design shop.
- Ylopo vs Real Estate Webmasters: Managed ads and lead follow-up vs site, CRM and SEO with a published starting price.
Questions
Who operates this site, and is it in this section?
Siana Marketing operates this site and sells SEO and AI-search services. It has a clearly labeled profile, but it is not scored, ranked, compared, or counted among the firms here.
How does Zillow Premier Agent charge?
By Zillow’s 10-K, either by share of voice, meaning your share of the ad spend in a zip code, or under Zillow Preferred, a fee when a lead closes. Zillow promises no minimum number of leads.
Is Homes.com different from Zillow?
Homes.com sells memberships on a “your listing, your lead” basis, so inquiries on a listing go to its agent. Zillow sells leads in a zip code to buyer’s agents.
Can an SEO agency guarantee first place on Google?
No. Google says no one can guarantee a #1 ranking and advises avoiding firms that promise one.
Are these firms ranked?
No. Everything here is unscored and listed alphabetically.
Last verified 2026-10-20. Figures were re-read from the linked sources that day.
View changelog
- Section published: hub, three sub-hubs, seven profiles, four comparisons and a separate, labeled profile of the site operator, from SEC filings, FTC records, press and firm pages read this day.
Sources
- Google Search Central, Do you need an SEO? · accessed 2026-10-20
- Federal Trade Commission, final rule banning fake reviews and testimonials (Aug 14, 2024) · accessed 2026-10-20
- Agent Image, About Us · accessed 2026-10-20
- CoStar Group, Inc. Form 10-K for 2025 · accessed 2026-10-20
- Luxury Presence, About Us · accessed 2026-10-20
- Luxury Presence, Series C announcement (company post) · accessed 2026-10-20
- Real Estate Webmasters, About · accessed 2026-10-20
- News Corp Form 10-K for fiscal 2026 (year ended June 30, 2026) · accessed 2026-10-20
- Move, Inc. press release, Move acquires TigerLead Solutions (Sep 4, 2012) · accessed 2026-10-20
- Ylopo, About · accessed 2026-10-20
- Inman News, Move backing real estate search startup Ylopo (Jun 3, 2014) · accessed 2026-10-20
- Zillow Group, Inc. Form 10-K for 2025 · accessed 2026-10-20
- Federal Trade Commission, order resolving Zillow-Redfin agreement (Aug 24, 2026) · accessed 2026-10-20