diff --git a/homeassistant/components/apple_tv/manifest.json b/homeassistant/components/apple_tv/manifest.json
index a9a97b1660d..02fabc02565 100644
--- a/homeassistant/components/apple_tv/manifest.json
+++ b/homeassistant/components/apple_tv/manifest.json
@@ -7,7 +7,7 @@
   "zeroconf": [
     "_mediaremotetv._tcp.local.",
     "_touch-able._tcp.local.",
-    {"type":"_airplay._tcp.local.","model":"appletv*"}
+    {"type":"_airplay._tcp.local.","properties":{"model":"appletv*"}}
   ],
   "codeowners": ["@postlund"],
   "iot_class": "local_push"
diff --git a/homeassistant/components/axis/manifest.json b/homeassistant/components/axis/manifest.json
index 52e0c99044b..59e72341150 100644
--- a/homeassistant/components/axis/manifest.json
+++ b/homeassistant/components/axis/manifest.json
@@ -26,15 +26,15 @@
   "zeroconf": [
     {
       "type": "_axis-video._tcp.local.",
-      "macaddress": "00408C*"
+      "properties": {"macaddress": "00408c*"}
     },
     {
       "type": "_axis-video._tcp.local.",
-      "macaddress": "ACCC8E*"
+      "properties": {"macaddress": "accc8e*"}
     },
     {
       "type": "_axis-video._tcp.local.",
-      "macaddress": "B8A44F*"
+      "properties": {"macaddress": "b8a44f*"}
     }
   ],
   "after_dependencies": ["mqtt"],
diff --git a/homeassistant/components/doorbird/manifest.json b/homeassistant/components/doorbird/manifest.json
index 5dd9ecbd0db..b379dab7e98 100644
--- a/homeassistant/components/doorbird/manifest.json
+++ b/homeassistant/components/doorbird/manifest.json
@@ -7,7 +7,7 @@
   "zeroconf": [
     {
       "type": "_axis-video._tcp.local.",
-      "macaddress": "1CCAE3*"
+      "properties": {"macaddress": "1ccae3*"}
     }
   ],
   "codeowners": ["@oblogic7", "@bdraco"],
diff --git a/homeassistant/components/nam/manifest.json b/homeassistant/components/nam/manifest.json
index 1aab1cf4613..68d5fb50746 100644
--- a/homeassistant/components/nam/manifest.json
+++ b/homeassistant/components/nam/manifest.json
@@ -11,10 +11,10 @@
     },
     {
       "type": "_http._tcp.local.",
-      "manufacturer": "nettigo"
+      "properties": {"manufacturer": "nettigo"}
     }
   ],
   "config_flow": true,
   "quality_scale": "platinum",
   "iot_class": "local_polling"
-}
\ No newline at end of file
+}
diff --git a/homeassistant/components/samsungtv/manifest.json b/homeassistant/components/samsungtv/manifest.json
index 36481b43756..9123a68b716 100644
--- a/homeassistant/components/samsungtv/manifest.json
+++ b/homeassistant/components/samsungtv/manifest.json
@@ -14,7 +14,7 @@
     }
   ],
   "zeroconf": [
-    {"type":"_airplay._tcp.local.","manufacturer":"samsung*"}
+    {"type":"_airplay._tcp.local.","properties":{"manufacturer":"samsung*"}}
   ],
   "dhcp": [
     {
diff --git a/homeassistant/components/zeroconf/__init__.py b/homeassistant/components/zeroconf/__init__.py
index deeb42367cd..98d371d2d2f 100644
--- a/homeassistant/components/zeroconf/__init__.py
+++ b/homeassistant/components/zeroconf/__init__.py
@@ -48,17 +48,9 @@ HOMEKIT_TYPES = [
     "_hap._udp.local.",
 ]
 
-# Keys we support matching against in properties that are always matched in
-# upper case. ex: ZeroconfServiceInfo.properties["macaddress"]
-UPPER_MATCH_PROPS = {"macaddress"}
-# Keys we support matching against in properties that are always matched in
-# lower case. ex: ZeroconfServiceInfo.properties["model"]
-LOWER_MATCH_PROPS = {"manufacturer", "model"}
 # Top level keys we support matching against in properties that are always matched in
 # lower case. ex: ZeroconfServiceInfo.name
 LOWER_MATCH_ATTRS = {"name"}
-# Everything we support matching
-ALL_MATCHERS = UPPER_MATCH_PROPS | LOWER_MATCH_PROPS | LOWER_MATCH_ATTRS
 
 CONF_DEFAULT_INTERFACE = "default_interface"
 CONF_IPV6 = "ipv6"
@@ -75,6 +67,8 @@ MAX_PROPERTY_VALUE_LEN = 230
 # Dns label max length
 MAX_NAME_LEN = 63
 
+ATTR_PROPERTIES: Final = "properties"
+
 # Attributes for ZeroconfServiceInfo[ATTR_PROPERTIES]
 ATTR_PROPERTIES_ID: Final = "id"
 
@@ -321,15 +315,28 @@ async def _async_register_hass_zc_service(
     await aio_zc.async_register_service(info, allow_name_change=True)
 
 
-def _match_against_data(matcher: dict[str, str], match_data: dict[str, str]) -> bool:
+def _match_against_data(
+    matcher: dict[str, str | dict[str, str]], match_data: dict[str, str]
+) -> bool:
     """Check a matcher to ensure all values in match_data match."""
+    for key in LOWER_MATCH_ATTRS:
+        if key not in matcher:
+            continue
+        if key not in match_data:
+            return False
+        match_val = matcher[key]
+        assert isinstance(match_val, str)
+        if not fnmatch.fnmatch(match_data[key], match_val):
+            return False
+    return True
+
+
+def _match_against_props(matcher: dict[str, str], props: dict[str, str]) -> bool:
+    """Check a matcher to ensure all values in props."""
     return not any(
         key
-        for key in ALL_MATCHERS
-        if key in matcher
-        and (
-            key not in match_data or not fnmatch.fnmatch(match_data[key], matcher[key])
-        )
+        for key in matcher
+        if key not in props or not fnmatch.fnmatch(props[key].lower(), matcher[key])
     )
 
 
@@ -340,7 +347,7 @@ class ZeroconfDiscovery:
         self,
         hass: HomeAssistant,
         zeroconf: HaZeroconf,
-        zeroconf_types: dict[str, list[dict[str, str]]],
+        zeroconf_types: dict[str, list[dict[str, str | dict[str, str]]]],
         homekit_models: dict[str, str],
         ipv6: bool,
     ) -> None:
@@ -436,22 +443,24 @@ class ZeroconfDiscovery:
         for key in LOWER_MATCH_ATTRS:
             attr_value: str = getattr(info, key)
             match_data[key] = attr_value.lower()
-        for key in UPPER_MATCH_PROPS:
-            if key in props:
-                match_data[key] = props[key].upper()
-        for key in LOWER_MATCH_PROPS:
-            if key in props:
-                match_data[key] = props[key].lower()
 
         # Not all homekit types are currently used for discovery
         # so not all service type exist in zeroconf_types
         for matcher in self.zeroconf_types.get(service_type, []):
-            if len(matcher) > 1 and not _match_against_data(matcher, match_data):
-                continue
+            if len(matcher) > 1:
+                if not _match_against_data(matcher, match_data):
+                    continue
+                if ATTR_PROPERTIES in matcher:
+                    matcher_props = matcher[ATTR_PROPERTIES]
+                    assert isinstance(matcher_props, dict)
+                    if not _match_against_props(matcher_props, props):
+                        continue
 
+            matcher_domain = matcher["domain"]
+            assert isinstance(matcher_domain, str)
             discovery_flow.async_create_flow(
                 self.hass,
-                matcher["domain"],
+                matcher_domain,
                 {"source": config_entries.SOURCE_ZEROCONF},
                 info,
             )
diff --git a/homeassistant/generated/zeroconf.py b/homeassistant/generated/zeroconf.py
index c5c4e0c9a01..af828c077c5 100644
--- a/homeassistant/generated/zeroconf.py
+++ b/homeassistant/generated/zeroconf.py
@@ -14,11 +14,15 @@ ZEROCONF = {
     "_airplay._tcp.local.": [
         {
             "domain": "apple_tv",
-            "model": "appletv*"
+            "properties": {
+                "model": "appletv*"
+            }
         },
         {
             "domain": "samsungtv",
-            "manufacturer": "samsung*"
+            "properties": {
+                "manufacturer": "samsung*"
+            }
         }
     ],
     "_api._udp.local.": [
@@ -29,19 +33,27 @@ ZEROCONF = {
     "_axis-video._tcp.local.": [
         {
             "domain": "axis",
-            "macaddress": "00408C*"
+            "properties": {
+                "macaddress": "00408c*"
+            }
         },
         {
             "domain": "axis",
-            "macaddress": "ACCC8E*"
+            "properties": {
+                "macaddress": "accc8e*"
+            }
         },
         {
             "domain": "axis",
-            "macaddress": "B8A44F*"
+            "properties": {
+                "macaddress": "b8a44f*"
+            }
         },
         {
             "domain": "doorbird",
-            "macaddress": "1CCAE3*"
+            "properties": {
+                "macaddress": "1ccae3*"
+            }
         }
     ],
     "_bond._tcp.local.": [
@@ -123,7 +135,9 @@ ZEROCONF = {
         },
         {
             "domain": "nam",
-            "manufacturer": "nettigo"
+            "properties": {
+                "manufacturer": "nettigo"
+            }
         },
         {
             "domain": "rachio",
diff --git a/homeassistant/loader.py b/homeassistant/loader.py
index 84d9cd2a72f..af3f90ab356 100644
--- a/homeassistant/loader.py
+++ b/homeassistant/loader.py
@@ -58,6 +58,8 @@ _UNDEF = object()  # Internal; not helpers.typing.UNDEFINED due to circular depe
 
 MAX_LOAD_CONCURRENTLY = 4
 
+MOVED_ZEROCONF_PROPS = ("macaddress", "model", "manufacturer")
+
 
 class Manifest(TypedDict, total=False):
     """
@@ -182,21 +184,42 @@ async def async_get_config_flows(hass: HomeAssistant) -> set[str]:
     return flows
 
 
-async def async_get_zeroconf(hass: HomeAssistant) -> dict[str, list[dict[str, str]]]:
+def async_process_zeroconf_match_dict(entry: dict[str, Any]) -> dict[str, Any]:
+    """Handle backwards compat with zeroconf matchers."""
+    entry_without_type: dict[str, Any] = entry.copy()
+    del entry_without_type["type"]
+    # These properties keys used to be at the top level, we relocate
+    # them for backwards compat
+    for moved_prop in MOVED_ZEROCONF_PROPS:
+        if value := entry_without_type.pop(moved_prop, None):
+            _LOGGER.warning(
+                'Matching the zeroconf property "%s" at top-level is deprecated and should be moved into a properties dict; Check the developer documentation',
+                moved_prop,
+            )
+            if "properties" not in entry_without_type:
+                prop_dict: dict[str, str] = {}
+                entry_without_type["properties"] = prop_dict
+            else:
+                prop_dict = entry_without_type["properties"]
+            prop_dict[moved_prop] = value.lower()
+    return entry_without_type
+
+
+async def async_get_zeroconf(
+    hass: HomeAssistant,
+) -> dict[str, list[dict[str, str | dict[str, str]]]]:
     """Return cached list of zeroconf types."""
-    zeroconf: dict[str, list[dict[str, str]]] = ZEROCONF.copy()
+    zeroconf: dict[str, list[dict[str, str | dict[str, str]]]] = ZEROCONF.copy()  # type: ignore[assignment]
 
     integrations = await async_get_custom_components(hass)
     for integration in integrations.values():
         if not integration.zeroconf:
             continue
         for entry in integration.zeroconf:
-            data = {"domain": integration.domain}
+            data: dict[str, str | dict[str, str]] = {"domain": integration.domain}
             if isinstance(entry, dict):
                 typ = entry["type"]
-                entry_without_type = entry.copy()
-                del entry_without_type["type"]
-                data.update(entry_without_type)
+                data.update(async_process_zeroconf_match_dict(entry))
             else:
                 typ = entry
 
diff --git a/script/hassfest/manifest.py b/script/hassfest/manifest.py
index ecc00142e30..f2185c86fc8 100644
--- a/script/hassfest/manifest.py
+++ b/script/hassfest/manifest.py
@@ -12,6 +12,8 @@ from awesomeversion import (
 import voluptuous as vol
 from voluptuous.humanize import humanize_error
 
+from homeassistant.helpers import config_validation as cv
+
 from .model import Config, Integration
 
 DOCUMENTATION_URL_SCHEMA = "https"
@@ -180,16 +182,26 @@ MANIFEST_SCHEMA = vol.Schema(
         vol.Optional("zeroconf"): [
             vol.Any(
                 str,
-                vol.Schema(
-                    {
-                        vol.Required("type"): str,
-                        vol.Optional("macaddress"): vol.All(
-                            str, verify_uppercase, verify_wildcard
-                        ),
-                        vol.Optional("manufacturer"): vol.All(str, verify_lowercase),
-                        vol.Optional("model"): vol.All(str, verify_lowercase),
-                        vol.Optional("name"): vol.All(str, verify_lowercase),
-                    }
+                vol.All(
+                    cv.deprecated("macaddress"),
+                    cv.deprecated("model"),
+                    cv.deprecated("manufacturer"),
+                    vol.Schema(
+                        {
+                            vol.Required("type"): str,
+                            vol.Optional("macaddress"): vol.All(
+                                str, verify_uppercase, verify_wildcard
+                            ),
+                            vol.Optional("manufacturer"): vol.All(
+                                str, verify_lowercase
+                            ),
+                            vol.Optional("model"): vol.All(str, verify_lowercase),
+                            vol.Optional("name"): vol.All(str, verify_lowercase),
+                            vol.Optional("properties"): vol.Schema(
+                                {str: verify_lowercase}
+                            ),
+                        }
+                    ),
                 ),
             )
         ],
diff --git a/script/hassfest/zeroconf.py b/script/hassfest/zeroconf.py
index 4ce4896952e..446a6f32aeb 100644
--- a/script/hassfest/zeroconf.py
+++ b/script/hassfest/zeroconf.py
@@ -4,6 +4,8 @@ from __future__ import annotations
 from collections import OrderedDict, defaultdict
 import json
 
+from homeassistant.loader import async_process_zeroconf_match_dict
+
 from .model import Config, Integration
 
 BASE = """
@@ -42,9 +44,7 @@ def generate_and_validate(integrations: dict[str, Integration]):
             data = {"domain": domain}
             if isinstance(entry, dict):
                 typ = entry["type"]
-                entry_without_type = entry.copy()
-                del entry_without_type["type"]
-                data.update(entry_without_type)
+                data.update(async_process_zeroconf_match_dict(entry))
             else:
                 typ = entry
 
diff --git a/tests/components/zeroconf/test_init.py b/tests/components/zeroconf/test_init.py
index 16aca70d7fc..0482f38415b 100644
--- a/tests/components/zeroconf/test_init.py
+++ b/tests/components/zeroconf/test_init.py
@@ -295,7 +295,11 @@ async def test_zeroconf_match_macaddress(hass, mock_async_zeroconf):
         zc_gen.ZEROCONF,
         {
             "_http._tcp.local.": [
-                {"domain": "shelly", "name": "shelly*", "macaddress": "FFAADD*"}
+                {
+                    "domain": "shelly",
+                    "name": "shelly*",
+                    "properties": {"macaddress": "ffaadd*"},
+                }
             ]
         },
         clear=True,
@@ -330,7 +334,11 @@ async def test_zeroconf_match_manufacturer(hass, mock_async_zeroconf):
 
     with patch.dict(
         zc_gen.ZEROCONF,
-        {"_airplay._tcp.local.": [{"domain": "samsungtv", "manufacturer": "samsung*"}]},
+        {
+            "_airplay._tcp.local.": [
+                {"domain": "samsungtv", "properties": {"manufacturer": "samsung*"}}
+            ]
+        },
         clear=True,
     ), patch.object(
         hass.config_entries.flow, "async_init"
@@ -363,7 +371,11 @@ async def test_zeroconf_match_model(hass, mock_async_zeroconf):
 
     with patch.dict(
         zc_gen.ZEROCONF,
-        {"_airplay._tcp.local.": [{"domain": "appletv", "model": "appletv*"}]},
+        {
+            "_airplay._tcp.local.": [
+                {"domain": "appletv", "properties": {"model": "appletv*"}}
+            ]
+        },
         clear=True,
     ), patch.object(
         hass.config_entries.flow, "async_init"
@@ -396,7 +408,11 @@ async def test_zeroconf_match_manufacturer_not_present(hass, mock_async_zeroconf
 
     with patch.dict(
         zc_gen.ZEROCONF,
-        {"_airplay._tcp.local.": [{"domain": "samsungtv", "manufacturer": "samsung*"}]},
+        {
+            "_airplay._tcp.local.": [
+                {"domain": "samsungtv", "properties": {"manufacturer": "samsung*"}}
+            ]
+        },
         clear=True,
     ), patch.object(
         hass.config_entries.flow, "async_init"
@@ -460,7 +476,11 @@ async def test_zeroconf_no_match_manufacturer(hass, mock_async_zeroconf):
 
     with patch.dict(
         zc_gen.ZEROCONF,
-        {"_airplay._tcp.local.": [{"domain": "samsungtv", "manufacturer": "samsung*"}]},
+        {
+            "_airplay._tcp.local.": [
+                {"domain": "samsungtv", "properties": {"manufacturer": "samsung*"}}
+            ]
+        },
         clear=True,
     ), patch.object(
         hass.config_entries.flow, "async_init"
diff --git a/tests/test_loader.py b/tests/test_loader.py
index 2bffee75d1e..9c6dcba770a 100644
--- a/tests/test_loader.py
+++ b/tests/test_loader.py
@@ -329,6 +329,33 @@ def _get_test_integration_with_zeroconf_matcher(hass, name, config_flow):
     )
 
 
+def _get_test_integration_with_legacy_zeroconf_matcher(hass, name, config_flow):
+    """Return a generated test integration with a legacy zeroconf matcher."""
+    return loader.Integration(
+        hass,
+        f"homeassistant.components.{name}",
+        None,
+        {
+            "name": name,
+            "domain": name,
+            "config_flow": config_flow,
+            "dependencies": [],
+            "requirements": [],
+            "zeroconf": [
+                {
+                    "type": f"_{name}._tcp.local.",
+                    "macaddress": "AABBCC*",
+                    "manufacturer": "legacy*",
+                    "model": "legacy*",
+                    "name": f"{name}*",
+                }
+            ],
+            "homekit": {"models": [name]},
+            "ssdp": [{"manufacturer": name, "modelName": name}],
+        },
+    )
+
+
 def _get_test_integration_with_dhcp_matcher(hass, name, config_flow):
     """Return a generated test integration with a dhcp matcher."""
     return loader.Integration(
@@ -435,6 +462,33 @@ async def test_get_zeroconf(hass):
         ]
 
 
+async def test_get_zeroconf_back_compat(hass):
+    """Verify that custom components with zeroconf are found and legacy matchers are converted."""
+    test_1_integration = _get_test_integration(hass, "test_1", True)
+    test_2_integration = _get_test_integration_with_legacy_zeroconf_matcher(
+        hass, "test_2", True
+    )
+
+    with patch("homeassistant.loader.async_get_custom_components") as mock_get:
+        mock_get.return_value = {
+            "test_1": test_1_integration,
+            "test_2": test_2_integration,
+        }
+        zeroconf = await loader.async_get_zeroconf(hass)
+        assert zeroconf["_test_1._tcp.local."] == [{"domain": "test_1"}]
+        assert zeroconf["_test_2._tcp.local."] == [
+            {
+                "domain": "test_2",
+                "name": "test_2*",
+                "properties": {
+                    "macaddress": "aabbcc*",
+                    "model": "legacy*",
+                    "manufacturer": "legacy*",
+                },
+            }
+        ]
+
+
 async def test_get_dhcp(hass):
     """Verify that custom components with dhcp are found."""
     test_1_integration = _get_test_integration_with_dhcp_matcher(hass, "test_1", True)