FrameSurfer publishes this guide and makes a listing video tool mentioned below.
Zillow does not publish a price list for Showcase. As of September 2026, the clearest public figure comes from RE/MAX. Its agent FAQ says the normal retail price runs from $300 to $750, on a 6 to 12 month contract with at least one listing a month. Brokerage deals cost less, and the photos, 3D tour and floor plan Showcase needs are often a separate bill.
What is Zillow Showcase?
Zillow Showcase is a paid upgrade for one for-sale listing on Zillow. The listing agent buys it. Buyers then see a richer listing page with a 3D tour, an interactive floor plan and photos sorted room by room.
The home, the price and the MLS data stay the same. The presentation and the placement change.
HousingWire reported in April 2026 that Showcase appeared on 3.7% of new Zillow listings in the fourth quarter of 2025, up from 1.7% a year earlier.
Zillow also limits how many listings in a market can use it. In August 2026, HousingWire reported that Zillow generally caps Showcase at 10% of active listings in a market. The RE/MAX FAQ mentions the same 10% cap. Some brokerage deals get around it.
What is included
Based on RE/MAX's FAQ, HousingWire and Zillow's agent guides, as of September 2026:
| Feature | What buyers see |
|---|---|
| 3D tour | A walk through the home from their phone or laptop |
| Interactive floor plan | The home's layout as a plan they can explore |
| Photos sorted by room | AI picks the carousel photos and featured rooms. You can change them |
| Priority placement | Higher spots in search and map results, with highlighted map markers |
| Email alerts | Dedicated alerts sent to buyers |
| Branding | Your name, brokerage and a direct way to contact you |
| Virtual staging | Buyers can restyle rooms in eight furnishing styles |
| One video | Up to 120 seconds, shot by your listing photographer |
| SkyTour (some packages) | A 360-degree drone view of the exterior |
Zillow's booking guide says SkyTour needs a Zillow Media Expert and a package that includes it. It is not available in every area.
The media rules
Showcase needs its own media. Zillow's listing guide says you need HD photos, a virtual tour and an interactive floor plan, taken by photographers with specific equipment and training.
You can book a Zillow Media Experts photographer, pick a photographer tagged "Showcase Select", or invite your own. RE/MAX's FAQ lists the minimum as 10 photos and a Zillow 3D Tour.
The video has its own rules. Zillow's editing guide allows one video per listing, up to 120 seconds. The same photographer who shot the rest of the media must make it and upload it through Aryeo, Zillow's media tool. It plays on mute as the second item in the carousel. You may introduce yourself, but persistent logos, watermarks and advertising are not allowed. Zillow says Showcase Video comes at no additional cost.
How much does Zillow Showcase cost?
There is no single price. Zillow's Showcase facts page lists no prices and points agents to its sales team, and its agent guides list none either. The figures below come from a brokerage, the trade press and a local title rep. None is Zillow's official rate card. Each was live when checked in September 2026.
| Who is buying | Reported price | Reported terms | Source |
|---|---|---|---|
| Any agent at retail | $300 to $750 | 6 to 12 month contract, at least one listing a month | RE/MAX FAQ, March 17, 2026 |
| RE/MAX affiliates | $150 per listing | No contract, no minimum, from April 13, 2026 | RE/MAX FAQ |
| Baird & Warner agents | 40% off standard pricing | Pay per listing, no monthly contract, inclusion guaranteed despite the 10% cap | HousingWire, August 2026 |
| Denver Metro agents | About $400 a month including one listing; extra listings about $300 to $1,150 each | Subscription, priced by home value | Jerad Larkin, Chicago Title Colorado, 2026 |
Three things to know about these numbers:
- The retail unit is not spelled out. RE/MAX's FAQ gives $300 to $750 without saying per listing or per month. It sits next to RE/MAX's own $150 per listing price, so it reads as a per-listing figure. Ask your rep to confirm the unit in writing.
- The Denver figures are quotes, not a list. Larkin writes that Denver Metro agents are "typically quoted" that range. He says he does not sell Zillow products.
- The Baird & Warner deal has no public dollar figure. Chicago Agent Magazine reported the same 40% discount.
Your quote depends on your market, the home's price, how many listings you commit to and your brokerage.
The media bill
Showcase media is often a second cost. RE/MAX says its affiliates pay a flat $249 for an Essential package or $429 for a Premium package from a Zillow Media Expert. That is RE/MAX pricing. The Zillow pages checked here show no retail media price.
RE/MAX also says a Zillow Media Expert is optional if your own photographer can deliver the photos and 3D tour Zillow requires.
A quick math check
The numbers here are made up to show the math.
- Listing price: $500,000
- Showcase fee: $600 (inside both ranges above)
- Suppose Zillow's claim of a 2% higher sale price held for this home: $10,000 more for the seller
- Suppose your side of the commission is 2.5%: $250 more gross commission, before your brokerage split
So the price lift mostly pays the seller. It does not repay your fee on its own. For the agent, the case rests on winning more listings or having the seller pay. That is why Zillow pitches Showcase as a tool to win listings.
Contract and terms: what agents report
These points come from RE/MAX's FAQ, Zillow's agent guides and HousingWire, as of September 2026.
- Length and minimum. At retail, RE/MAX describes a 6 to 12 month contract with at least one listing a month. If you list fewer homes than that, ask what you pay in a month with no new listing.
- Brokerage deals change the terms. The RE/MAX and Baird & Warner deals above drop the monthly contract. Ask your broker before you call Zillow.
- No refunds once used. Zillow's support FAQ says that once a Showcase listing is applied to a property, it cannot be refunded. Check the address before you confirm.
- Finish the MLS listing first. The same FAQ says the most common display problem is a listing not completed on the MLS. Zillow also advises against planning edits after it goes live.
- Answer your inquiries. RE/MAX's FAQ says Showcase listings have a Contact Listing Agent button. If the listing agent does not respond, it says the lead goes to a Zillow Preferred Agent.
- Who pays. Larkin writes that most Denver agents absorb the cost as marketing. Some write it into the listing agreement as a seller-paid extra.
What Zillow claims Showcase does
Zillow's Showcase facts page was last updated July 8, 2026, and checked in September 2026. These are Zillow's own claims, not independent research.
| Zillow's claim | Compared with | Data period, per Zillow |
|---|---|---|
| 84% more page views, 77% more saves, 93% more shares | Similar nearby listings without Showcase | 12 months to June 2026 |
| 10% more likely to go pending in the first 14 days | Similar nearby listings without Showcase | 12 months to June 2026 |
| Sells for 2%, or about $7,000, more on average | Similar listings without Showcase in the same metro area | Listings sold by March 2026, prior 12 months |
| Agents using Showcase on more than half their listings win 35% more listings | Similar agents without Showcase | June 2022 to June 2026 |
How to read these numbers
- They are comparisons, not controlled tests. Zillow matches Showcase listings with similar homes by type, location and list price. For the views and price claims, it also drops the top and bottom 5% of results.
- The agent and the upgrade come together. Agents who buy Showcase also pay for pro photos and a 3D tour. A comparison cannot fully separate the upgrade from the agent who chose it.
- The 2% is on the sale price. Most of that money goes to the seller, as the math above shows.
Is Zillow Showcase worth it?
It can be, for the right listing. Showcase is a listing-side product. It helps you present a home you already have and pitch the next seller. It is not a tool for buyer's agents.
When it tends to make sense
- Your brokerage has a deal, such as the $150 per listing RE/MAX price.
- The home is priced high enough that the fee is a small share of your commission.
- The layout is hard to explain in photos: a split level, a big lot, an odd floor plan. The 3D tour and floor plan help here.
- You were going to pay for a 3D tour and floor plan anyway.
- You list at least one home a month, so the minimum does not hurt.
When it may not
- You list a few homes a year and would face a retail monthly minimum.
- The price point is low, so the fee plus media eats a larger share of your commission.
- The home needs a price change more than better media.
- Your market is at the 10% cap and your brokerage has no deal.
Questions to ask your Zillow rep
- Is the price per listing or per month? What is my total for the full contract?
- How long is the contract, and what happens in a month with no new listing?
- Can I cancel early, and what does that cost?
- Are photos, the 3D tour and the floor plan included? If not, what do they cost?
- Does my brokerage have a Showcase deal, and is my market at the 10% cap?
- Where do buyer inquiries go if I miss them?
- Can you show results for Showcase listings like mine in my market?
Listing video: what Showcase covers and what it does not
Showcase improves your listing on Zillow. It does not make the videos you post on your own channels.
Agents also post short listing videos on Instagram Reels, TikTok, YouTube Shorts and Facebook. Those need a vertical cut, a strong opening, captions for muted viewers and your name at the end.
The Showcase video does not fill that gap. It lives in the Zillow carousel, comes from your photographer and cannot carry persistent logos. You need a separate video for social either way.
Turn the listing link into a reel
FrameSurfer's Zillow listing to video tool starts from the listing you already have:
- Copy the link. Open the Zillow home detail page and copy the address bar.
- Paste it. FrameSurfer reads the price, beds, baths, square footage, description and photo set. The facts become the script. The photos become the footage, in the order the listing shows them.
- Check it in chat. Change the script, drop any photos you do not want, and ask for your name, brokerage and phone number in the closing frame.
- Render. You get one finished video with voiceover, captions and music. It is vertical by default. Ask for square or widescreen if you need it.
It reads the public listing page, so it works with or without Showcase, and with new construction and rental listings. FrameSurfer is independent and not made by Zillow. You can paste a link without an account. Generating the video needs a FrameSurfer plan.
A frame from a 25-second apartment listing video made in FrameSurfer.
The same tool works from Realtor.com listings and Redfin listings. The free real estate video planner turns property details into a headline, selling angles, a scene-by-scene walkthrough and a call to action, with no account. For teasers, open house clips and other ideas, see our guide to AI real estate videos.
Listing photos usually belong to your photographer, so check that your license covers social video.
A simple checklist before you buy Showcase
- Ask your broker about a brokerage Showcase deal.
- Get the quote in writing: unit, contract length, monthly minimum, cancellation.
- Price the photos, 3D tour and floor plan.
- Finish the MLS listing first, and double-check the address. Used Showcase listings are not refundable.
- Plan to answer buyer inquiries fast.
- Put who pays, you or the seller, in the listing agreement.
- Plan your social video either way. Paste the listing into the Zillow listing to video tool the morning it goes live.
Frequently Asked Questions
What is Zillow Showcase?
Zillow Showcase is a paid upgrade a listing agent buys for a home on Zillow. It adds a 3D tour, an interactive floor plan, photos sorted by room, priority placement in search and email alerts to buyers.
How much does Zillow Showcase cost?
Zillow does not publish a price. As of September 2026, RE/MAX says the normal retail price runs from $300 to $750 on a 6 to 12 month contract, while RE/MAX affiliates pay $150 per listing. Photos and the 3D tour are often extra.
Is Zillow Showcase worth it?
It can be for higher-priced homes, hard-to-explain layouts and agents with brokerage pricing. Zillow claims Showcase listings sell for 2% more, but that is Zillow's own comparison, and most of that gain goes to the seller.
Does Zillow Showcase include video?
Yes. Zillow's editing guide allows one video of up to 120 seconds, shot by the listing's photographer and uploaded through Aryeo. It plays on Zillow, so you still need separate vertical videos for Reels, TikTok and Shorts.
Who pays for Zillow Showcase, the agent or the seller?
The agent buys it. A Chicago Title Colorado sales executive wrote in 2026 that most Denver agents absorb the cost as marketing, and some write it into the listing agreement as a seller-paid extra.
Can I make a listing video without Showcase?
Yes. FrameSurfer's Zillow listing to video tool reads a public Zillow listing page and turns its photos and facts into a narrated vertical video, with or without Showcase.
