When you are entering a listing, there is a field on the Additional Info tab called Display This Listing on These Websites that allows you choose how you'd like the listing to syndicate to brokerage websites and consumer portals. This allows you to expand the overall audience that can see the property (instead of it only being visible on the MLS).
Selecting IDX Sites will syndicate the listing to all brokerage and agent websites. Zillow is a brokerage, so they are included when you choose IDX Sites.
If you are selecting any of the top two check boxes (IDX Sites and/or Realtor.com), make sure not to select None as well.
You can adjust your syndication options as often as need be.
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