Zillow is often positioned as a tool for agents. Still, behind the scenes, it's quietly reshaping the real estate industry in ways that may not be in your best interest as a licensed professional. While it's still a dominant player in the housing search space, Zillow's long-term strategy appears increasingly at odds with the role of real estate agents.

Here's a closer look at how Zillow may be working against you—and how to regain control of your listings, leads, and livelihood.

1. Zillow Is Becoming a Competitor, Not a Partner

In 2021, Zillow transitioned from being just a listings platform to an iBuyer, purchasing homes directly through Zillow Offers (now shuttered), and later pivoted to becoming a real estate brokerage through Zillow Homes. Although Zillow says it won't act as a traditional brokerage, its license allows it to control listings and potentially eliminate agents. (Source: Inman)

2. You're Paying to Compete With Yourself

When you list a property on Zillow, you're often forced to pay for enhanced exposure to get your listing seen, while other agents can pay to appear on your listing as the contact agent. This confuses buyers and dilutes your brand. According to a 2024 report by The Real Deal, nearly 60% of buyer leads from Zillow go to agents who aren't the listing agent.

3. Lead Quality is Declining While Costs Keep Rising

Zillow's Premier Agent program charges hefty fees to feature agents. Still, many agents report that the quality of leads has declined, and buyers are often unresponsive or unaware of why they were contacted. As lead prices increase, many realtors are stuck in a cycle of paying more for diminishing returns. (Source: HousingWire)

4. Zillow Prioritizes Its Brand—Not Yours

Zillow-branded listings mean your hard-earned media, relationships, and reputation are showcased under Zillow's banner. It's their name on the listing, not yours. Agents who've invested in quality photography, video, and marketing are giving Zillow the credit instead of owning their digital presence.

What You Can Do Instead

✅ Invest in Your Website & IDX Tools

Skip the middleman. Use platforms like kvCORE, Sierra Interactive, or Chime to build your listing portal and lead funnel. When leads come through your site, they're 100% yours.

✅ Double Down on Social Media & Google Business

Your next buyer or seller is already scrolling. Build local visibility and trust by posting consistently, leveraging video, and optimizing your Google Business Profile.

✅ Use Professional Media to Control the Narrative

Your listings should look amazing, with or without Zillow. At Berridge Media, we create high-quality photography, video, drone, 3D virtual tours, and floorplans that perform beautifully across all platforms you own and control.

Final Thoughts

Zillow isn't just a platform anymore—it's a competitor. But with the right tools, strategy, and support, you can sidestep dependency and regain control of your business. Don't build your brand on borrowed ground.

📩 Ready to own your listings and your leads? Contact Berridge Media today for media that puts you in the spotlight.

Sources:

• Inman News. "Zillow quietly became a brokerage. Now it's trying to hide it." https://www.inman.com/2021/09/23/zillow-quietly-became-a-brokerage-now-its-trying-to-hide-it/

• The Real Deal. "Why agents are ditching Zillow." https://therealdeal.com/2024/03/05/why-agents-are-ditching-zillow/

• HousingWire. "Zillow Premier Agent revenue soars—but agents are frustrated." https://www.housingwire.com/articles/zillow-premier-agent-revenue-soars-but-agents-frustrated/