KONAHZillow Showcase, explained.
Zillow Showcase is Zillow's premium listing format: a richer listing page with an interactive floor plan, a virtual tour and room-by-room photos, sold to listing agents by subscription. Agents ask us about it often, so here's a plain description built from Zillow's own published pages, with what we could and couldn't verify. One thing up front: Showcase is Zillow's product, and KONAH isn't a Zillow Showcase provider.
What Showcase is
Showcase is a premium listing experience on Zillow for agents marketing their listings. Zillow announced it through its ShowingTime+ business in June 2023, starting with partners in Atlanta, Chicago, Los Angeles, San Diego and Seattle, and describes a nationwide launch in 2024 (ShowingTime+, June 2023; Zillow, March 2025). A Showcase listing replaces the standard listing page on Zillow with a more visual one built from Showcase media.
What a Showcase listing includes
From Zillow's descriptions, a Showcase listing includes:
- High-resolution, scrolling hero images at the top of the listing.
- Photos grouped by room, so all the kitchen photos sit together, for example.
- An interactive floor plan that links each room's photos to its place on the plan.
- A virtual 3D tour built from panoramas taken by photographers.
Zillow has also described agent-side features: listing emails to interested shoppers, placement in personalized Zillow search results, team tools for managing listings, and Showcase marketing materials such as social posts and flyers (Zillow, January 2024). Some features Zillow has announced were described as coming later; check what's live in your market.
How agents get it
Showcase is sold to listing agents and teams by subscription; Zillow's January 2024 description mentions flexible plans that let agents buy one or more Showcase listings a month. When it launched, ShowingTime+ said Showcase would be available only to a select number of listing agents in each market, with a waitlist. Zillow doesn't publish a price list on the pages we read, so pricing comes from Zillow directly. When an agent orders Showcase for a listing, Zillow's getting-started guide shows the payment options an account may have: an available Showcase listing on the plan, the agent's own payment method, or, for some accounts, a Showcase listing provided through Zillow's seller connections (Zillow getting-started guide).
What the media requires
Zillow's guide says Showcase media requires HD photos, a virtual tour and an interactive floor plan, and that it "requires photographers with specific equipment and training." Agents can order media through Zillow's own listing media services, or connect media from photographers on Zillow's platforms, or send a named photographer a link to upload qualifying media. Once qualifying media is delivered, the listing switches from a standard listing to a Showcase listing.
In plain terms: a set of ordinary listing photos, or a Matterport tour on its own, doesn't by itself make a Showcase listing. The media has to meet Zillow's Showcase requirements, captured by a photographer who can produce it.
What Zillow's data does and doesn't show
Zillow says agents using Showcase saw more page views, saves and shares than comparable non-Showcase listings, but the pages we read give no figures, time period or method for that claim (Zillow, March 2025). The specific numbers you'll see quoted come from a different finding: in June 2023, ShowingTime+ cited Zillow research that Zillow listings with an interactive floor plan received 79% more saves and were 10% more likely to go pending within 30 days than listings without one, based on data from October 2022 to March 2023 in the 50 largest metro areas by listing volume (ShowingTime+). That's about interactive floor plans on Zillow in general, not Showcase as a whole, and it's Zillow's own analysis of its own product. Useful, but not independent.
Showcase vs a Matterport tour
They solve overlapping problems in different places. A Showcase listing is a format on Zillow, built from Zillow-qualifying media. A Matterport tour is a portable 3D model you can put in the MLS virtual tour field, on a property website, in emails and on social media, wherever the listing appears. Many agents who don't use Showcase still give buyers a floor plan and a tour through the MLS. Our Matterport vs Zillow 3D Home guide compares the tour formats, and what a Matterport tour costs covers the budget side.
Questions to ask before you buy Showcase
- What does a Showcase listing cost in my market, and is it per listing or a monthly plan?
- Who will shoot the Showcase media, and when will it be delivered?
- Can I use the same photos on the MLS and my own marketing, and under what license?
- Does the media include an MLS-ready unbranded tour, or is it built for Zillow only?
- Which features are live in my market today?
- What happens to the Showcase listing if the home goes under contract or is relisted?
Things Showcase doesn't change
A premium listing format doesn't change the basics. The MLS is still where the listing is entered and syndicated from, and its photo rules still apply: no people in photos, honest edits, virtual staging labeled. Fair Housing rules apply to every listing description and photo caption, Showcase or not. And the home still needs to be prepared, priced and photographed well; a better page layout won't rescue a dark, cluttered set.
Floor plans matter either way
The most concrete number in all of this is about floor plans, and you don't need Showcase to give buyers one. A measured 2D floor plan in the MLS photos, or the floor plan view in a 3D tour, answers the layout questions buyers otherwise ask on a showing. At KONAH, a 2D floor plan with measurements is $75, and every Matterport 3D tour ($125) includes one. Treat any floor plan's measurements as approximate for marketing; our floor plans and square footage guide explains why.
Talking to sellers about it
Sellers increasingly ask whether their home will be "on Showcase," usually because they've seen one while browsing. Answer plainly: it's a paid Zillow format the listing agent can choose, it changes how the listing looks on Zillow, and it doesn't change how the home appears on the MLS, other portals or your own marketing. If you use it, say so in your listing presentation along with what it costs you and what Zillow says it does. If you don't, explain what the seller gets instead: professional photos, a floor plan, and a tour that goes everywhere the listing does. Either way, avoid promising results Zillow itself doesn't put numbers on.
Where KONAH fits
We're a listing media company in Virginia, DC and Maryland. We deliver MLS-ready photos within 24 hours, drone, video, Matterport 3D tours and measured floor plans, with branded and unbranded versions for your own channels. We are not a Zillow Showcase provider, and we don't claim our media qualifies a listing for Showcase. If you want Showcase for a listing, order it through Zillow; if you want media for the MLS and every other channel, that's what we do.
Built from Zillow's and ShowingTime+'s public pages as we read them on Oct 31, 2026 (linked in the text). Showcase features, pricing, eligibility and media rules are set by Zillow and change; check with Zillow before relying on any detail here. KONAH Media Group isn't affiliated with Zillow and isn't a Zillow Showcase photographer or partner.