Real estate web site has officially launched the Zillow Listing Feed program with a partnership with ERA Franchise Systems LLC. The new program, which will go live before the end of the year, will make ERA property listings available on

Zillow Listings Feeds enables real estate brokerages to post for-sale listings directly to the site in a bulk feed, giving them another venue in which to be seen by prospective buyers. Individual agents will have the opportunity to enhance the listings by creating free profile pages with photos, contact information and details about the agents.

As part of this alliance, ERA property listings currently on the ERA web site will be dynamically uploaded to Zillow. Customers will be able to link back from those property listings to in order to connect with agents.

Zillow's profile in the real estate market continues to grow. It doesn't yet have the name recognition of others in this market, but it's getting there. Aligning itself with long-established brands like ERA will certainly help Zillow build its brand and its credibility in the marketplace.

As the real estate market continues to struggle, such solutions like the Zillow Listings Feed program, will most likely gain in popularity as brokers seek innovative ways in which to sell properties. It probably won't take long for other prominent real estate companies to recognize the potential value of this service. Look for Zillow to form alliances with several others in the near future.