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stocks_soarSeveral outlets were reporting Friday that stocks of Zillow (Z) and Trulia (TRLA) had soared by midday on talk of expectations that the Federal Trade Commission (FTC) is going to green-light the merger between the two online listing giants.

Shareholders of the two firms approved the acquisition, but the deal was still awaiting regulatory approval by the FTC, which Zillow said last month would not come before Feb. 15.

There were no official announcements as of presstime Friday.

Zillow did announce Friday that its Zillow Pro for Brokers program has enrolled more than 5,000 partners nationwide and more than doubled its size since July 2014.

Launched in June 2012, Zillow Pro for Brokers is a free, five-point program that improves listings accuracy, provides better reporting, includes a powerful contact follow-up system and increases the visibility of listing agents for participating brokerages.

“We tremendously value our broker partners who sends us their listings directly because it means we can provide a better experience both to professionals, and ultimately, the millions of visitors to Zillow,” said Greg Schwartz, Zillow chief revenue officer. “More than ever, we have made it our priority to build direct relationships with brokers around the country in order to get more timely and accurate listings, and in return, give brokers marketing exposure and connect their agents with home sellers and home shoppers.”

New partners include:

  • Berkshire Hathaway HomeServices Florida Realty
  • Coffee County Realty and Auction – Manchester, Tennessee
  • Coldwell Banker Finger Lakes – Geneva, New York
  • ERA King Real Estate – Birmingham, Alabama
  • Keller Williams Ballantyne – Charlotte, North Carolina
  • Keller Williams Realty – Dallas-Fort Worth, Texas

In addition to retaining ownership of their data, brokerages’ agents will always be displayed first next to their listings, as well as have their logo and outbound link to their websites included with the listings, Zillow stated.

“Being part of Zillow Pro for Brokers has been a great experience for my brokerage,” said Gary Rabon, president and CEO of Coldwell Banker Advantage. “My agents love that they show up next to their listings every time and have seen an increase in home buyers reaching out directly to them. Overall, it has been fantastic working with Zillow and our relationship has had a direct, positive impact on our business.”

Stay tuned to RISMedia for ongoing developments.