Is Zillow Still Your Go-To Real Estate Tool? Maybe Not for Long.
If you've ever looked at real estate, whether buying, selling, or just browsing, you’ve probably used Zillow. It’s become a household name, and historically Zillow has been a helpful resource because it aggregated nearly all inventory into one easy-to-navigate site.
But that might be changing.
Zillow recently announced a controversial shift: it will now suppress or “blackball” listings that were marketed publicly for more than one day, even if just on social media, before being added to the MLS.
Does this matter?
Zillow’s business model isn’t based on helping you buy or sell. It’s built around generating leads (i.e. views on properties) and selling them to subscribing agents. And while Zillow gets a lot of online traffic, most of it comes from casual browsers. According to Zillow’s own data, over 90% of its visitors aren’t serious buyers. Nationwide, only about 3% of home sales originate from Zillow leads. In our local, high-end market, that number is even lower.
If you are a Buyer, you should be aware that starting June 30th, Zillow will not have all available inventory included on the site. There may be properties that could be a great fit for you, but are not visible on their platform. Meanwhile, Compass is committed to cooperating with all brokerages, so the full range of listings, including Compass private exclusives, can be found on Compass.com.
If you are a Seller, here’s what you should be thinking about:
Zillow may deliver views, but not necessarily real buyers
It's unclear how Zillow will enforce or even detect pre-MLS marketing- are they tracking agent calls and emails now?
If up to 30% of listings are excluded from the platform, how useful does Zillow remain?
Nearly 90% of homes (and virtually all high-end properties) are sold with a licensed agent involved - not through online clicks
At the end of the day, Sellers should have the freedom to market their home in the way that best serves their goals. And in many cases, pre-MLS marketing can be a strategic advantage, not something to be penalized for.
Zillow can still be a helpful tool, but it shouldn’t be confused with a real estate strategy.
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Compass Real Estate is a licensed real estate broker. All material is intended for informational purposes only and is compiled from sources deemed reliable but is subject to errors, omissions, changes in price, condition, sale, or withdrawal without notice. No statement is made as to the accuracy of any description or measurements (including square footage). This is not intended to solicit property already listed. No financial or legal advice provided. Equal Housing Opportunity. Photos may be virtually staged or digitally enhanced and may not reflect actual property conditions.