No images? Click here Welcome to The Corner. In this issue, we discuss Zillow’s aggressive strategy to expand its reach in the real estate market — and how its recent acquisition is facing heightened scrutiny from the FTC. FTC Re-Examines Zillow’s Acquisition of ShowingTime on Antitrust Grounds Luke Goldstein
This month, the Federal Trade Commission revived a probe into the real estate platform Zillow's $500 million acquisition of ShowingTime, one of the industry's leading online home showing services. Back in June, Zillow thought it was in the clear when the FTC closed its review period of the deal right before chair Lina Khan took over. But after the agency's summer crackdown on mergers and acquisitions as well as heightened scrutiny of Zillow from lawmakers, the FTC resurrected the review, citing antitrust concerns. The tides turned on Zillow after the Republican ranking members of the House and Senate antitrust subcommittees, Colorado Rep. Ken Buck and Utah Sen. Mike Lee, sent a letter to the FTC in August urging the agency to block the deal. They argue that ShowingTime, which supported 50 million showings in 2020, will further entrench Zillow's consumer information advantage and harm competitors as well as home sellers. It's not the first time Zillow's aggressive acquisition strategy has drawn attention from regulators. In 2014, the FTC delayed the company's $2.5 billion deal to acquire Trulia, its closest competitor, but ultimately approved it. The year before, Zillow had bought out New York real estate platform StreetEasy. Acquisitions are part of the company's growth strategy to achieve an economy of scale. Most people know Zillow for its real estate listings, which have become eye candy for potential homebuyers and bingeworthy escapism for renters fantasizing about homeownership. The signature feature of the platform is its price-setting algorithm that estimates the value of millions of homes across the country. But its business operations extend far beyond offering a voyeuristic tour of America's unstable housing market. Zillow is battling against a handful of other online platforms, mainly Opendoor and Redfin, in an arms race to become the Amazon of real estate e-commerce. The company facilitates millions of home purchases by connecting buyers and sellers and also sells Zillow-owned properties directly to consumers. With nearly 200 million monthly users, the company monetizes traffic numbers to sell advertising as its main revenue source. Zillow already captures a good chunk of the online real estate ad market, valued at $19.9 billion, according to Borrell Associates, and together with Trulia draws 75 percent of online home searches. As one of the most trafficked real estate platforms, Zillow brought in $1.3 billion in revenue from online ads in 2019. If the ad giant successfully buys ShowingTime, it would give the company a near-monopoly on another line of business: online home showing, which has become an essential service for real estate brokers in the digital age to help clients sell their properties. "My concern about the ShowingTime deal with Zillow is that we will now have to pay our competitor for a core service," said Teresa Boardman, a broker in St. Paul, Minnesota, who filed a complaint to the FTC during the review period. The acquisition would box most brokers into a corner with practically only one option for a home showing service. That's in part because the Multiple Listings Service (MLS), a nationwide network of local realtor associations that Boardman is a member of, used to have a home-viewing deal with BookAShow, but the company was bought by its main competitor ShowingTime in 2015. Now that Zillow owns the most widely used home-viewing service, brokers signed up with MLS will effectively have to pay Zillow to use ShowingTime even though Zillow is a direct competitor to smaller brokers. With Zillow’s control over home showing, small realtors have good reason to worry about the platform's power to deny core services. In a pending antitrust lawsuit, the Austin, Texas-based real estate firm REX accused the platform of engaging in anti-competitive behavior. REX alleges that by recategorizing the firm under a less visible tab on the website, Zillow wielded its platform power to cut off its access to the market. We’ve already seen how platforms like Amazon and Google abuse their power to crush competitors. Zillow's growing control over online homebuying could devastate small realtors and pinch home sellers. 🔊 ANTI-MONOPOLY RISING:
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NIKKI USHER'S NEW BOOK
News for the Rich, White, and Blue: How Place and Power Distort American Journalism Nikki Usher, a senior fellow at Open Markets Institute’s Center for Journalism & Liberty, has released her third book, News for the Rich, White, and Blue: How Place and Power Distort American Journalism. In her latest work, Usher offers a frank examination of the inequalities driving not just America’s journalism crisis but also certain portions of the movement to save it. “We need to radically rethink the core functions of journalism, leverage expertise, and consider how to take the best of what the newspaper ethos of journalism can offer to places that have lost geographically specific news, “ says Usher, an associate professor at the University of Illinois-Champaign. “The news that powers democracy can be more inclusive.” Usher is also the author of Making News at The New York Times (2014) and Interactive Journalism: Hackers, Data, and Code (2016). News for the Rich, White, and Blue, published by Columbia University Press, is available as a hardback, paperback and e-book. You can order your copy here. 🔎 TIPS? COMMENTS? SUGGESTIONS? We would love to hear from you—just reply to this e-mail and drop us a line. Give us your feedback, alert us to competition policy news, or let us know your favorite story from this issue. |