How This Florida Brokerage Gave Their Agents the Confidence to Win in a Competitive Market
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Section: 4
Christina Pappas
President, The Keyes Company
Christina Pappas is President of the Keyes Company, a brokerage founded in 1926 that currently has over 50 offices in Florida. After a few top producers mentioned the value of Zillow Showcase, the company brought it in house and saw an immediate impact.
With Showcase, The Keyes Company generated:
87%
more views
84%
more saves
82%
more shares
*Compared to similar nearby non-Showcase listings on Zillow**
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Challenge
At the Keyes Company, Florida’s largest independent brokerage, no two deals are the same. That’s both a reward and a challenge for President Christina Pappas, but she’s always looking for ways to bring more consistency to her team.
Over the last year, commission compression and consolidation in her Florida markets have complicated the business. So has a rapidly diversifying client base. Before the pandemic, Keyes agents worked with a lot of international buyers, but when the pandemic made it tougher to travel, they started working with more buyers coming from places like the Northeast and California, who had different expectations and ways of operating. As Keyes set out to grow its market share, Pappas searched for technology that would help her business be more efficient and give her partners an edge in an extremely competitive market.
Solution
The Keyes Company brought on Showcase for two reasons: to win new listings and revive ones about to expire.
In 2024, the South Florida market finally started to slow down after years of being one of the country’s hottest housing destinations. During the summer, Pappas and her father, the firm’s CEO, toured all 50 offices to introduce Showcase. They demoed the features live and fielded questions from agents. They also explained how Showcase would improve their marketing efforts and elevate listings to the top of Zillow searches. According to Pappas, “We had people on the spot say, ‘I need that.’”
Having a tool that will help their listing be seen more and move quicker gives our agents the confidence to go out and compete in a more competitive marketplace.
-Christina Pappas
Around that time, Keyes kicked off a company rebrand. In addition to a new logo, tagline, and colors, the rebrand focused on new strategic investments like Showcase. The common theme was making it easier for agents to market themselves digitally and put customers first. For example, agents were encouraged to customize new social media assets and highlight data-driven proof points. Pappas talked about the importance of this partnership with Zillow and tools like Showcase because they make a clear impact on social media or in a listing presentation.
When rolling out Showcase, Keyes focused on top producers who brought in at least $2 million in sales, which represented about 900 agents throughout their offices. The impact was immediate: Showcase listings generated 87% more views, 82% more shares, and 84% more saves. Demand was so high that they used it on double the number of listings they initially planned for.
“Showcase is one of the best ways to ensure your listing gets maximum exposure,” Pappas said, adding that it’s been particularly valuable for capturing new listings because of how it helps agents stand out when buyers are searching.
Based on the initial success, Keyes plans to make Showcase available to more of its team in the future and offer scripting coaching to newer agents.
1 Substantiation: Showcase listings on Zillow include an interactive floor plan, a virtual tour, and specialized exposure on Zillow (the “Showcase Treatment”). This claim is based on Zillow data analyzed in Showcase markets with at least one For Sale By Agent listing during the initial fourteen day period a listing in these markets with the Showcase Treatment was active on Zillow, up to pending (the “Showcase Listings”) and is limited to listings using the Showcase Treatment on the date the listing went live in the applicable MLS, up to pending. The Showcase Listings were compared to For Sale By Agent listings on Zillow: (i) without the Showcase Treatment; (ii) of the same home type; (iii) located in the same city and within two miles of the Showcase Listings; (iv) on the market during the same time period as the Showcase Listings or the immediately prior month; (v) containing a similar list price as the Showcase Listings; (vi) having similar square footage as the Showcase Listings; and (vii) having a similar bedroom count. *The data is from April 20, 2025 and is an average from the immediately preceding twelve month period. The data excludes the top 5% and bottom 5% lift of total page views, saves, and shares from each month and the immediately preceding twelve month average.
**These numbers reflect average views, saves and shares based on the 220 listings created by Rogers and team in comparison to non-Showcase listings on Zillow. It should be noted that these numbers are higher than the national numbers, in which active Showcase listings drove on average 81% more page views, 80% more saves, and 90% more shares compared to similar nearby non-Showcase listings on Zillow.