Zillow Clap Back

Tamara Miller June 21, 2025

So here’s my take on what I like to call the "Zillow Clap Back":

The Facts:

Zillow’s business model centers around lead generation. When your home is listed on the MLS, it syndicates to hundreds of websites—including Realtor.com, Homes.com, brokerage sites, and yes, Zillow. (Go ahead, Google your address!)

But here's the kicker: the leads generated on Zillow don’t go to your listing agent. They go to agents who pay for them—agents who likely know nothing about your property. More than 90% of the people browsing Zillow aren't actual buyers, and only 3% of U.S. home sales come from Zillow leads. Meanwhile, Zillow itself admits that 95% of those leads won’t go anywhere.

Zillow says all listings should be visible to all consumers, and now requires homes to be entered into the MLS within 24 hours of being posted online—or they’ll remove the listing from their platform. While the media suggests this is aimed at Compass, the policy actually applies to all brokerages.

Compass Strategy:

At Compass, we use a phased approach to launch listings:

Private Preview – We quietly share the listing with agents across brokerages to test pricing and gather feedback and allow the seller to prepare the home for market.
Public Launch on Compass.com – The listing goes live for anyone to see.
MLS Syndication – Once price and strategy are aligned, we officially list on the MLS, and your home is broadcast to thousands of sites.

This approach gives sellers flexibility and protects valuable days on market. It’s strategic, not secretive.

My Personal Take:

Zillow has never been the centerpiece of my listing strategy. I’ve viewed it as an ancillary tool—useful only when it supports your goals. I take issue when it tries to dictate how I do my job or how my sellers market their homes.

That said, I won’t pretend Zillow doesn’t matter in some markets. In certain areas, it has real visibility—but visibility doesn’t equal value. Zillow doesn’t sell homes. Agents do. It’s your agent’s relationships, marketing strategy, and experience that move the needle.

And the irony? Zillow has recently started calling agents to “warn” them about listings they've found elsewhere online that aren’t yet in the MLS. So... if Zillow can find it, isn’t it already visible to consumers?

What This Means for Sellers:

Talk to your agent about your listing strategy—including whether or not Zillow should be part of it. That’s your choice. But your agent should be confident marketing your property with or without Zillow.

Remember: Zillow doesn’t sell your home. A buyer with an agent does.

What This Means for Buyers:

Make sure your agent has relationships across all brokerages and access to the full MLS. Also, search beyond Zillow—many homes are listed elsewhere or shared privately before hitting the public market. A good agent can get you access, regardless.

To be honest, I don’t know exactly how this will all shake out—and I don’t think anyone does just yet, including Zillow. These changes may take time to unfold, and policies are still shifting. But here’s what I do know: I’m staying plugged into the updates as they happen, and I’ll make sure to keep you informed along the way.